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Story Strategy 101Roadmap to sharing your core brand stories in   a way that brings measurable actions               Julie...
“The irony is that while there have never been moreways to REACH consumers, it’s never been harderto CONNECT with consumer...
Image courtesy of the University of Notre Dame’s Facebook page
Why Do We Tell Stories?“Story-loving isn’t just culture; it’s biology. The humanbrain has evolved in such a way as to enab...
Why Do We Tell Stories?“We are our stories. We compress years of experience,thought and emotion into a few compact narrati...
Brand  +  StorytellingWhat is the most importantaspect to consider whencreating a brand?“For me, its all abouthaving a sto...
Know Your Brand
Unexpected        MeaningChuck Lofton’s Video
COHERENCE is:                            “the discipline of ensuring a                            transparent connection b...
RHB & THE THREE SATELLITES  http://rhb.com/coherence/three-satellites/
How Do You Tell Your Story?Elements of Branded Storytelling  Message/Values/Meaning  Characters/Identifiable            ...
How do you tell Your Story?  The Hero’s Journey By Joseph            Campbell
Save The Cat
How Do You Tell Your Story?~To Write Love on Her Arms (TWLOHA)
How Do You Tell Your Story?Toyota’s “Auto-Biography”Let your loyal fans repair your reputation for you…
How Do You Tell Your Story?
How Do You Tell Your Story?~IMC – Engage All Senses
Don’t lose an opportunity to capture an authentic and compelling story!
“Brands must actually live out the stories they tell andapply the moral of their story not just to theiraudiences but to t...
QUESTIONS?       Julie Campbell   Twitter: @carpe777Email: jlcampbell@taylor.edu OR carpe777@gmail.com
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Julie Campbell's eduWeb 2012 Presentation

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Transcript of "Julie Campbell's eduWeb 2012 Presentation"

  1. 1. Story Strategy 101Roadmap to sharing your core brand stories in a way that brings measurable actions Julie Campbell Twitter: @carpe777 email: jlcampbell@taylor.edu OR carpe777@gmail.com
  2. 2. “The irony is that while there have never been moreways to REACH consumers, it’s never been harderto CONNECT with consumers.”Brad Jakeman, former advertising chief at Macy’s andCitigroupWinning the Story Wars
  3. 3. Image courtesy of the University of Notre Dame’s Facebook page
  4. 4. Why Do We Tell Stories?“Story-loving isn’t just culture; it’s biology. The humanbrain has evolved in such a way as to enable theconstruction and comprehension of narratives.”Joel Achenbach, “The Vestigial Tale” The Washington Post,October 29, 2009“Humans are not ideally set up to understand logic;they are ideally set up to understand stories.”Roger C. Shank, Cognitive Scientist, Tell Me A Story
  5. 5. Why Do We Tell Stories?“We are our stories. We compress years of experience,thought and emotion into a few compact narratives thatwe convey to others and tell ourselves stories canprovide – context enriched by emotion, a deeperunderstanding of how we fit in and why thatmatters…we must listen to each other’s stories andknow that we are each the authors of our own lives.”Daniel H. Pink, A Whole New Mind
  6. 6. Brand + StorytellingWhat is the most importantaspect to consider whencreating a brand?“For me, its all abouthaving a story to tell. This iswhat will enable you tocreate an experiencearound the brand.”
  7. 7. Know Your Brand
  8. 8. Unexpected MeaningChuck Lofton’s Video
  9. 9. COHERENCE is: “the discipline of ensuring a transparent connection between customer expectation (brand) and authentic user experience. Coherence is aligning WHAT we deliver with what we SAY we deliver. Coherence engages customers in shaping a meaningful experience that meets their needs. Coherence is telling the truth.”http://rhb.com/coherence/
  10. 10. RHB & THE THREE SATELLITES http://rhb.com/coherence/three-satellites/
  11. 11. How Do You Tell Your Story?Elements of Branded Storytelling Message/Values/Meaning Characters/Identifiable Heroes Plot Conflict/Irony Watch the video*Resources: Storytelling: Branding in PracticeTelling The Story: The Missouri Group
  12. 12. How do you tell Your Story? The Hero’s Journey By Joseph Campbell
  13. 13. Save The Cat
  14. 14. How Do You Tell Your Story?~To Write Love on Her Arms (TWLOHA)
  15. 15. How Do You Tell Your Story?Toyota’s “Auto-Biography”Let your loyal fans repair your reputation for you…
  16. 16. How Do You Tell Your Story?
  17. 17. How Do You Tell Your Story?~IMC – Engage All Senses
  18. 18. Don’t lose an opportunity to capture an authentic and compelling story!
  19. 19. “Brands must actually live out the stories they tell andapply the moral of their story not just to theiraudiences but to themselves. The pressure to live upto your story can also be seen as a transformational,positive force. It casts you, the marketer, in the roleof innovation agent within your organization – thestories your brand tells can be a powerful force inleading your company to more responsible real-worldbehavior.”~Jonah Sachs, Winning the Story Wars
  20. 20. QUESTIONS? Julie Campbell Twitter: @carpe777Email: jlcampbell@taylor.edu OR carpe777@gmail.com
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