a guide to brand storytelling

27
Jamie Holtum

Upload: butterfly-london

Post on 11-Jan-2017

555 views

Category:

Presentations & Public Speaking


2 download

TRANSCRIPT

Jamie Holtum

WE ARE EXCITED TO BE HERE

2

PEOPLE THINK THEWORLD IS RATIONAL

BUT ACTUALLY, WE ARE FUELLED BY EMOTIONS

“REASON IS NOTAS ‘PURE’AS MOSTOFUS THINK IT IS OR WISH IT TO BE;EMOTION AND FEELINGS AREN’T

INTRUDERS INTO THE BASTION OFREASON. WE FEEL BEFORE WE THINK.

IN FACTWE FEEL IN ORDER TO THINK.”

DESCARTES’ ERROR, ANTONIODAMASI

KEVIN ROBERTS, SAATCHI &SAATCHI

“EMOTION, INTUITION, LONG-TERMMEMORIES AND UNCONSCIOUS

MOTIVATIONS MAKEUP AS MUCH AS80 PERCENTOFOUR DECISION-

MAKING PROCESSES.

THATLEAVES JUST20 PERCENTFOR LOGIC TO BATTLEOVER.”

5

“JUST MOVE ME, DUDE”

Dan Wieden, W&K

Your storyteller today...

Jamie Holtum

Senior Brand

Consultant

9

SHIFTING FOCUS

CULTURE CHANGE: IDENTIFYING YOUR

CORPORATE STORY AND ENGAGING ACROSS

THE BUSINESS.

SOCIAL MEDIA RETAIL TV PRODUCT PACKAGING

STORY

11

WHAT IS

YOUR BRAND

?

12

THE KEY ELEMENTS OF STORY TELLING

13

14

1. CHARACTER

Nike

15

Go Pro

16

17

2. CONFLICT AND RESOLUTION ARE AT THE HEART OF EVERY STORY

18

3. PLOT“How small a quantity of real

fiction there is in the world; and that the same images, with little

variation, have served all the authors who have ever written.”

– Dr. Samuel Johnson

19

20

TELLING YOUR BRAND’S STORY

21

22

23

24

STORY-TELLING CHECKLIST.

q SHIFT FOCUS FROM CHANNEL TO STORY.

q DEFINE ‘WHAT’ IS YOUR BRAND

q DOES YOUR STORY HAVE A CHARACTER, A CONFLICT AND A PLOT?

q DO YOU TELL YOUR STORY WELL?

25

FREE 1:1 SESSIONTO WRITE YOUR BRAND STORY

[email protected]

26

27

Thank you.