Download - Brand Storytelling by Marvin Abrinica
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Marvin Abrinica Founder, Thrivera Advisory Group @marvinador
Every Brand Has a Story to Tell
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“Authen;city is the new currency of brand building, and stories are how we reach our consumers.”
@marvinador
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“Thank You Mom”, Dir.Alejandro González Iñárritu. Procter & Gamble, 2012. Commercial
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At the heart of every story is a Resona;ng Truth
@marvinador
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It Starts with a Founder
You are the brand’s first consumer
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Purpose The “Why?” Mo;va;on Passion
“A brand is not so much about ra;onal arguments, but the way that the company resonates with people emo;onally.”
-‐ Steve Jobs
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“If something is important enough, you should try, even if the probably outcome is failure.”
-‐ Elon Musk
VisionBeyond limits Imagina;on Inspires
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Occupy Mars
Photo: Bloomberg Business 2015
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The Hero’s JourneyConsum
er’s
^
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The Consumer’s Journey
Consumer Problem Goal
@marvinador
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Titanic, Dir. James Cameron Perf. Kate Winslet, Billy Zane, Leonardo DiCaprio, & Gloria Stuart. 20th Century Fox, Paramount, & Lightstorm. 1997 Film.
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Everyone has Story
Great brands become part of her story
- John Koenig
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Get Out of the Building
Your consumer has a story to tell. Listen, understand the problem, & serve her needs.
@marvinador
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Your Brand is the Mentor
Star Wars: The Empire Strikes Back, Dir. Irvin Kershner. George Lucas Perf. Mark Hamill & Frank Oz. Lucasfilm. 1980 Film.
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Your Brand Helps Her Overcome the Obstacle
Obstacle TreasureConsumer & Brand
@marvinador
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The Role of Conflict
Conflict creates empathy Draws emo?onal interest Demands a response
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If the Obstacle is Small, the Treasure is Small
Conflict TreasureConsumer & Brand
@marvinador
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The Bigger the Obstacle, the Bigger the Treasure
Conflict TreasureConsumer & Brand
@marvinador
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Treasure is both Functional & Emotional
Conflict TreasureConsumer & Brand
The benefits the Consumer Experiences
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“Always, Like a Girl”, Dir. Lauren Greenfield. Procter & Gamble, 2014. Commercial
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#likeagirl
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When the Consumer Wins Everyone Shares in the Victory
Obstacle Treasure & ElixirHero & Mentor
@marvinador
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Elixir: Payoff Moment
The Hunger Games, Dir. Gary Ross. Perf. Jennifer Lawrence. Lionsgate & Colorforce. 2012 Film.
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Great Brands Telling Authen?c Stories