storytelling to create impact brands

Storytelling

What Makes Your Customers Tick?

Mark Lightowler

Storytelling Blogger newbrandstories.wordpress.com

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A Marketing ProblemA Marketing Problem

Why do people seem not to listen to you?Why don’t they do what you expect ?

Because they don’t understand you!Do you understand them!

Why do people seem not to listen to you?Why don’t they do what you expect ?

Because they don’t understand you!Do you understand them!

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Complete These StoriesComplete These Stories

When a great white shark starts attacking beachgoers in a coastal town during high tourist season, a water-phobic Sheriff must assemble a team to hunt it down before it kills again

Pursued by a jealous queen, hides with the Dwarfs; the queen feeds her a poison apple, but Prince Charming awakens her with a kiss.

When a great white shark starts attacking beachgoers in a coastal town during high tourist season, a water-phobic Sheriff must assemble a team to hunt it down before it kills again

Pursued by a jealous queen, hides with the Dwarfs; the queen feeds her a poison apple, but Prince Charming awakens her with a kiss.

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Storytelling to CustomersStorytelling to Customers

Small Simple StoriesStorytelling ManifestoTransmedia in Storytelling

Small Simple StoriesStorytelling ManifestoTransmedia in Storytelling

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Small Simple Stories Sell

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Its Friday night…..

Storytelling and BrandsStorytelling is a way of creating long-lasting meaning, understanding, relevance

The ability to spread these stories are goals of our communication

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Origin of Stories

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Making a Connection

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Making a Connection

ColdRawDeadFish

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Its Not About You

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Find Their Stories

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*Deep Metaphors ™ is an Olson Zaltman Trademark

Brand Storytelling Manifesto

1. Employ left and right brain tactics2. Fulfil human hierarchy of needs3. Dig for metaphors and archetypes4. Persuasions, motivation and enthusiasm5. Create evidence based stories6. Choose your point of view7. Engage word of mouth advertising8. Open source branding9. Make your brand authentic10. Have a beyond the brand strategy

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Hierarchy Of Needs

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Metaphors

Metaphors make sense of our culture and society and are our conceptual system

Metaphors are our way of understanding and communicating comparative value

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Example Metaphors

“COPD is like living on a tight rope. When there is no wind everything is fine. With wind things become rocky. I’m afraid ill fall and something will break”

“Hepatitis B- Its like I want to just wash my blood and be clean”

HIV – The infections begins with a bushfire in the immune system.

MS- I though I was unstoppable- Much like the titanic

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Archetypes

Archetypes are people or objects (protagonists or antagonists) that typify well known characters. They assign brands meaning and relevance

Archetypes and story arcs enable us to tap into a small number of well known stories that all audiences know

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12 Positive

Archetypes

Sage

Magician

Warrior

Explorer

Enchantress

Companion

Earth Mother

Patriach

Gardian

Jester

Explorer

Lover

Story Arcs

http://www.ipressgames.com/downloads/download.html19

Creating a Fan Base

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ResonanceAuthenticityPersuasionMotivationInfluence

ResonanceAuthenticityPersuasionMotivationInfluence

Conflict & Auto Completion

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Varied Visual Volume

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The Rise of Transmedia

With digital media your audience has the ability to control the story

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Small Simple Stories Sell

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