In 2014 I was invited to San Pablo Madrid to deliver this guest lecture on storytelling. The audience consisted of Advertising and Marketing students, and fellow lecturers form all over the world.

1. Welcome

2. WARNING
True False

3. What is storytelling?

5. True False

6. True FalseX

8. Storytelling seems like something new, but the fact
is that people have always liked a good story.

9. And brands have always tried to create good
stories to distinguish themselves.

10. True False

11. True FalseX

13. True False

14. True FalseX

15. True FalseX

17. True False

18. True FalseX

20. Why do we like stories?

21. Source: socialcreature.net

22. M.V.D.W.O.A.

23. M.V.D.W.O.A.
Involució
n
2

24. M.V.D.W.O.A.
Involució
n
2
Multiplica
r

25. M.V.D.W.O.A.
Involució
n
2
Multiplica
r
Dividir

26. M.V.D.W.O.A.
Involució
n
2
Multiplica
r
Dividir
Extracció
n de
raíces

27. M.V.D.W.O.A.
Involució
n
2
Multiplica
r
Dividir
Extracció
n de
raíces
Contar

28. M.V.D.W.O.A.
Involució
n
2
Multiplica
r
Dividir
Extracció
n de
raíces
Contar
Sustraer

31. How do brands benefit?

32. Brands and organizations can use storytelling to cut
through the clutter, and create relevant brand
experiences.

33. Is it ethically responsible to
make people believe in stories
which aren’t true?
How far can you go? Where do
you draw the line?

36. Storytelling in the digital era…

37. Not only do we want to read, hear, see and share
stories…
we also want to participate.
Brands and organizations that understand this, can
be very succesful in creating relevant experiences
not only IRL but also on the web.

39. What to do?„Find the truth
and tell it,
or create a mythe
and sell it”
Paul Benett

40. • This doesn’t only go for brands
• It also applies to people!

42. Be yourself
Curate and make inspiring stories and share
them
Be R.O.I.
Keep it real (authentic)
…and you’ll live happy ever after

What to do?

43. What to do?

44. Relevant sources
•Gurfinkel, J (2010, 2011), Your Life Is A Transmedia
Experience, http://social-creature.com/your-life-is-a-
transmedia-experience-now-with-pictures, on September
21st, 2012
•KLM (2010),
https://www.youtube.com/watch?v=pqHWAE8GDEk, on
March 9th, 2014
•Revolver (2012),
http://www.revolver.nl/nl/news/2012/09/viral-transmedia-
project/2144, on March 9th, 2014
•Tony’s Chocolonely (2010),
http://www.tonyschocolonely.com/over-ons/onze-
geschiedenis/, on March 9th, 2014