the second storytelling expedition: ten takeouts

Story Creating: creating new stories and share them with

the world through campaigns and content.

How top marketers think about storytellingBy Lemon Scented Tea

The Storytelling ExpeditionsTogether with Adfo Groep, Lemon Scented Tea is organising Storytelling Expeditions: three boat trips on the Amsterdam canals, where marketers and storytelling specialists will discuss the do’s and don’t’s of storytelling.

The theme of the second edition was Story Creating: creating new stories and share them with the world.

During the session the following claim was discussed: ‘Ideas without storytelling are mayflies’.

Luuk Ros, Editor in Chief at Tijdschrift voor Marketing/MarketingOnline moderated the discussion.

How top marketers think about storytelling

10 Takeouts

“We build chapters in the same story, you don’t have to read all the chapters to understand the story.”

– Rob van Griensven, Heineken

“It’s a good thing to have a great history, it provides for nice stories. But the most important thing for success is to tell relevant stories that match the target audience.”

– Inge Konings, Diageo

“A quality of storytelling is that you never know the exact outcome.”

– Madelon Bogers, Vrumona

“A story makes it possible to reach different target groups and still be coherent.”

– Gijsbregt Vijn, Lemon Scented Tea

“The history of the product might be more important than we think.”

– Wyste Hylkema, Red Wing Shoes

“The story has to be supported by the entire organization, if not the brand might fall apart.”

– Karin Hille, Plastic Whale

“It is important to tell stories from the spirit of the brand, not just from its history.”

– Gijsbregt Vijn, Lemon Scented Tea

“Storytelling requires manpower, brainpower and especially flexibility. You must be able to respond to

people who start working with your brand.” – Rob van Griensven, Heineken

“More than ever an activation in your campaign is a must, it is a serious part of your story.”

- Madelon Bogers, Vrumona

“A credible story doesn’t have to be true, it  just has to fit the brand.”

– Karin Hille, Platic Whale