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ERIK SAELENS
FOUNDER & EXECUTIVE STRATEGIC DIRECTOR BRANDHOME

40 YEARS

LIVES IN ANTWERP, BELGIUM

MARRIED, 2 DAUGHTERS

...
MY JOB IS MY HOBBY
LOST SOMEWHERE BETWEEN
AUSTRIA (AT) AND DUBAI (AE)
CAPETOWN (SA)
IN THE AIR FROM
DUBAI (AE) TO NYC (USA)
EN ROUTE TO
NYC (...
DONATE TODAY
BRANDHOME FOUNDATION
IBAN BE09 0682 4746 9457
BIC GKCC BE BB
FROM STORYTELLING TO STORYSELLING
TODAY’S TOPICS
THE BASICS OF STORYTELLING
TRIPLE-A STORIES
TAKE-AWAYS
BASICS OF BRANDING
A SMALL ELEMENT CAN SAY A LOT
ABOUT A PERSON
ANGELINA JOLIE &
BRAD PITT
BOB MARLEY
LADY DI
BUT THE SAME CAN BE SAID
FOR BRANDS
WHAT IS A B®AND?
GREEN & COFFEE BAR
RED & SPORTS CAR
COLOUR
COLOUR
AROMA
AROMA
BRAND
PACKAGING
SOUND
SOUND
PLACE
A BRAND CAN BE
ANYTHING
MUCH MORE THAN A NAME

MUCH MORE THAN A LOGO

MUCH MORE THAN AN ADVERT
BUT A BRAND IS MUCH MORE
WHY INVEST IN A BRAND?
A BRAND CREATES AN
EMOTIONAL BOND
SURPASSING PRODUCT EXPERIENCE
A RELATIONSHIP
THAT ADDS VALUE
BRANDING REDUCES ELASTICITY
AND CREATES PREMIUM
PRICE - SERVICE - LOYALTY - DISTRIBUTION
A BRAND IS
A BELIEF SYSTEM
A BELIEF SYSTEM
WHERE SOMETIME NO WORDS ARE NEEDED
AND WHERE
SOMETIMES
YOU ARE LOST
FOR WORDS
A BRAND IS A BELIEF SYSTEM
WHERE YOUR STAKEHOLDERS
REWARD YOU WITH LOYALTY
& SPREAD THE WORD TO OTHERS
FROM STORYTELLING TO STORYSELLING
TODAY’S TOPICS
THE BASICS OF STORYTELLING
TRIPLE-A STORIES
TAKE-AWAYS
FROM STORYTELLING TO STORYSELLING
TODAY’S TOPICS
TRIPLE-A STORIES
TAKE-AWAYS
THE BASICS OF STORYTELLING
STORIES HAVE EXISTED
LONG BEFORE RECORDED HISTORY
AND THE TELLING OF STORIES HAVE CHANGED FORMS
DRASTICALLY THROUGHOUT THE YEARS
BUT THE ELEMENTS OF A STORY
NEVER CHANGED
MESSAGE
GLOBAL
WARMING
PLAYERS
THE
GOOD
THE
BAD
CONFLICT
HERO
AL GORE:
AN INCONVINIENT
TRUTH
PLOT
MESSAGE PLAYERS CONFLICT HERO PLOT
STORY BUILDING BLOCKS
QUESTION
WHAT DO STORIES AND BRANDS
HAVE IN COMMON?
THEY ARE BOTH
BELIEF SYSTEMS
BECAUSE BRANDS ARE
STORIES
STORIES IN YOUR BRAINS
A BRAND IS A
COLLECTION OF STORIES
- STORIES YOU’VE HEARD
- STORIES YOU’VE EXPERIENCED YOURSELF
- STORIES YOU’VE READ ABOU...
EXAMPLE
TOMS SHOES
MAKE SENSE OF THE WORLD
UNDERSTAND LIFE'S EXPERIENCES
DEAL WITH DILEMMAS
OVERCOME HARDSHIPS
STORIES HELP PEOPLE TO
THEY ARE BELIEF SYSTEMS
THAT FUNCTION AS A REFERENCE FRAME
TO FACILITATE THE CHOICES WE MAKE…
…AND THAT IS EXACTLY
WHAT BRANDS DO TOO
CONSUMERS HAVE TOO MANY CHOICES, AND TOO LITTLE TIME
DIFFERENT COMPANIES OFTEN HAVE SIMILAR OFFERINGS
BRANDS HELP CONSUMER...
STEPS FOR BUILDING A STORY
storyline
story
storylining
story
storystorymining
storytelling
storyselling
storybuying
storyliving
story
story
mining
storyline
story
story
story
story
mining lining telling selling buying living
story
liningstoryline
story
story
story
story
mining lining telling selling buying living
story
story
story
story
story
st...
story
telling
story
story
mining telling selling buying living
concept
story
story
story
story
lining
story
selling
mining selling buying living
concept
lining telling
story
buying
mining buying living
concept
lining telling selling
story
living
mining living
R
lining telling selling buying
RR
FROM STORYTELLING TO STORYSELLING
TODAY’S TOPICS
THE BASICS OF STORYTELLING
TAKE-AWAYS
TRIPLE-A STORIES
- PEOPLE FIRST TRUST PEOPLE
- THEN THEY TRUST THE STORIES THEY TELL
- THEN THEY TRUST BRANDS
- GOOD STORIES
- NEED TO BE TRIPLE-A
- AUTHENTIC
- ACCOUNTABLE
- ACTIVATING
1AUTHENTICBE WHO YOU ARE
BERKSHIRE HATTAWAY
VICE INC
THE ECONOMIST
NORDSTORM
TRADER JOE’S
2ACCOUNTABLEDO WHAT YOU SAY
OLIVE
LOVE YOUR MUSIC
LEATHERMAN
B. DALTON
3ACTIVATINGWHAT YOU HEAR, YOU FORGET
WHAT YOU SEE, YOU REMEMBER
WHAT YOU EXPERIENCE, YOU BUY
PROJECT ARCHITEUTIS

BETA 7
THE STORYTELLING EFFECT
A GOOD EXPERIENCE?
A BAD EXPERIENCE?
HOW MANY TIMES DOES SOMEONE
TELL OTHERS ABOUT
A GOOD EXPERIENCE
A GOOD EXPERIENCE
3 TIMES
A BAD EXPERIENCE
A BAD EXPERIENCE
9 TIMES
THESE ARE FACTORS
FROM RESEARCH BEFORE
SOCIAL MEDIA EFFECTS
FACTOR 3 RIPPLE-EFFECT
A STORY THAT IS TRIPLE-A
HAS THE POWER TO SPREAD
THE SAME COUNTS FOR A BRAND
BUT NOT IN A GOOD WAY!
TODAY’S TOPICS
THE BASICS OF STORYTELLING
TRIPLE-A STORIES
TAKE-AWAYS
FROM STORYTELLING TO STORYSELLING
BECAUSE STORIES HAVE AN
EFFECT ON OUR
BRAIN & BEHAVIOUR
STORYTELLING
LEADS TO
STORYSELLING
CONNECTION EMPATHY
TRUST
SALES
+
STORIES
THE EFFECT OF STORYTELLING ON YOUR BRAND
BUYING INTENTIONS X2 NPS +33% EMPLOYER BRANDING BRAND ATTRIBUTES +75%
SOURCE: RES...
STORYTELLING IN THE NOW ERA: DIGITAL & SOCIAL
STORYTELLING HAS EVOLVED OVER YEARS
THE CHANNELS THROUGH WHICH STORIES ARE TOLD
HAVE MULTIPLIED & DIGITALISED
THENATUREOF
DIGITAL
STORYTELLING
1.DEMOCRATIC
1.DEMOCRATIC
2.DIRECT
1.DEMOCRATIC
2.DIRECT
3.NON-LINEAR
1.DEMOCRATIC
2.DIRECT
3.NON-LINEAR
4.MULTIPLE-CHANNEL
SOCIAL MEDIA AND STORYTELLING
A MATCH MADE IN HEAVEN?
SOCIAL MEDIA STORYTELLING
ABOUT COMMUNICATION
ABOUT BUILDING RELATIONSHIPS
SOCIAL MEDIA: THE CONTEMPORARY BONFIRE
1. SHAREABILITY
2. USE THE ELEMENTS
3. BE CONCISE
4. THE CUSTOMER = THE HERO
5. MEDIA MIX
5 TIPS FOR STORYTELLING ON SOCIA...
TODAY’S TOPICS
THE BASICS OF STORYTELLING
TRIPLE-A STORIES
TAKE-AWAYS
FROM STORYTELLING TO STORYSELLING
STORIESARETHEOLDESTBELIEFSYSTEMSTOENGAGEPEOPLE
BRANDSARESTORIESTHATCANSURVIVEOVERTIME
SUCCESSSTORIESMUSTBEAUTHENTIC,ACCOUN...
READYTOWRITEYOUR
BRAND(HI)STORY
THANK YOU
Brandhome speaks at Dubai Lynx 2015 about Social Storytelling for Triple-A brands
Brandhome speaks at Dubai Lynx 2015 about Social Storytelling for Triple-A brands
Brandhome speaks at Dubai Lynx 2015 about Social Storytelling for Triple-A brands
Brandhome speaks at Dubai Lynx 2015 about Social Storytelling for Triple-A brands
Brandhome speaks at Dubai Lynx 2015 about Social Storytelling for Triple-A brands
Brandhome speaks at Dubai Lynx 2015 about Social Storytelling for Triple-A brands
Brandhome speaks at Dubai Lynx 2015 about Social Storytelling for Triple-A brands
Brandhome speaks at Dubai Lynx 2015 about Social Storytelling for Triple-A brands
Brandhome speaks at Dubai Lynx 2015 about Social Storytelling for Triple-A brands
Brandhome speaks at Dubai Lynx 2015 about Social Storytelling for Triple-A brands
Brandhome speaks at Dubai Lynx 2015 about Social Storytelling for Triple-A brands
Brandhome speaks at Dubai Lynx 2015 about Social Storytelling for Triple-A brands
Brandhome speaks at Dubai Lynx 2015 about Social Storytelling for Triple-A brands
Brandhome speaks at Dubai Lynx 2015 about Social Storytelling for Triple-A brands
Brandhome speaks at Dubai Lynx 2015 about Social Storytelling for Triple-A brands
Brandhome speaks at Dubai Lynx 2015 about Social Storytelling for Triple-A brands
Brandhome speaks at Dubai Lynx 2015 about Social Storytelling for Triple-A brands
Brandhome speaks at Dubai Lynx 2015 about Social Storytelling for Triple-A brands
Brandhome speaks at Dubai Lynx 2015 about Social Storytelling for Triple-A brands
Brandhome speaks at Dubai Lynx 2015 about Social Storytelling for Triple-A brands
Brandhome speaks at Dubai Lynx 2015 about Social Storytelling for Triple-A brands
Brandhome speaks at Dubai Lynx 2015 about Social Storytelling for Triple-A brands
Brandhome speaks at Dubai Lynx 2015 about Social Storytelling for Triple-A brands
Brandhome speaks at Dubai Lynx 2015 about Social Storytelling for Triple-A brands
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Brandhome speaks at Dubai Lynx 2015 about Social Storytelling for Triple-A brands

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Brandhome’s executive strategic director Erik Saelens teaches (while having fun) “Social Storytelling for Triple-A brands” at Dubai Lynx 2015.

Triple-A brands are Authentic, Accountable and Activating in everything they do. These Triple-A brands will own the future of branding. Social Storytelling will be their leverage.

Erik quotes afterwards: “Teaching to great minds equals learning oneself.”

How can storytelling help you to turn your brand Triple-A? Goto http://www.brandhome.com/books and download your free ebooks on the subject: 'The Story Wars', a theoretical and inspirational book on storytelling and 'Triple-A brands', the framework for strategic thinking.

Published in: Marketing
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Brandhome speaks at Dubai Lynx 2015 about Social Storytelling for Triple-A brands

  1. 1. ERIK SAELENS FOUNDER & EXECUTIVE STRATEGIC DIRECTOR BRANDHOME
 40 YEARS
 LIVES IN ANTWERP, BELGIUM
 MARRIED, 2 DAUGHTERS
 HOBBIES WHO’S TALKING
  2. 2. MY JOB IS MY HOBBY
  3. 3. LOST SOMEWHERE BETWEEN AUSTRIA (AT) AND DUBAI (AE) CAPETOWN (SA) IN THE AIR FROM DUBAI (AE) TO NYC (USA) EN ROUTE TO NYC (USA) 365DAYS COUNTRIES 17 51 196.83808 79.545CITIES WORDS WRITTENTIMEZONES MINUTES OF WRITING ABU DHABI (AE) MANAMAH (BH) DOHA (QA) DUBAI (AE) CASABLANCA (MA) CAIRO (EG) DUSSELDORF (DE) MILANO (IT) FRANKFURT (DE) GENEVA (CH) VIENNA (AT) AMSTERDAM (NL) EINDHOVEN (NL) LIEGE (BE) UTRECHT (NL) SHANGHAI (PRC) ANTWERP (BE) CANNES (FR) LYON (FR) LONDON (UK) BRUSSELS (BE) GHENT (BE) BARCELONA (ES) IBIZA (ES) JFK AIRPORT (USA) NEW YORK CITY (USA) LAS VEGAS (USA) LOS ANGELES (USA) 35000FT ABOVE MINSK (RU)
  4. 4. DONATE TODAY BRANDHOME FOUNDATION IBAN BE09 0682 4746 9457 BIC GKCC BE BB
  5. 5. FROM STORYTELLING TO STORYSELLING TODAY’S TOPICS THE BASICS OF STORYTELLING TRIPLE-A STORIES TAKE-AWAYS
  6. 6. BASICS OF BRANDING
  7. 7. A SMALL ELEMENT CAN SAY A LOT ABOUT A PERSON
  8. 8. ANGELINA JOLIE & BRAD PITT
  9. 9. BOB MARLEY
  10. 10. LADY DI
  11. 11. BUT THE SAME CAN BE SAID FOR BRANDS
  12. 12. WHAT IS A B®AND?
  13. 13. GREEN & COFFEE BAR
  14. 14. RED & SPORTS CAR
  15. 15. COLOUR
  16. 16. COLOUR
  17. 17. AROMA
  18. 18. AROMA
  19. 19. BRAND
  20. 20. PACKAGING
  21. 21. SOUND
  22. 22. SOUND
  23. 23. PLACE
  24. 24. A BRAND CAN BE ANYTHING
  25. 25. MUCH MORE THAN A NAME
 MUCH MORE THAN A LOGO
 MUCH MORE THAN AN ADVERT BUT A BRAND IS MUCH MORE
  26. 26. WHY INVEST IN A BRAND?
  27. 27. A BRAND CREATES AN EMOTIONAL BOND SURPASSING PRODUCT EXPERIENCE
  28. 28. A RELATIONSHIP THAT ADDS VALUE
  29. 29. BRANDING REDUCES ELASTICITY AND CREATES PREMIUM PRICE - SERVICE - LOYALTY - DISTRIBUTION
  30. 30. A BRAND IS A BELIEF SYSTEM
  31. 31. A BELIEF SYSTEM WHERE SOMETIME NO WORDS ARE NEEDED
  32. 32. AND WHERE SOMETIMES YOU ARE LOST FOR WORDS
  33. 33. A BRAND IS A BELIEF SYSTEM WHERE YOUR STAKEHOLDERS REWARD YOU WITH LOYALTY & SPREAD THE WORD TO OTHERS
  34. 34. FROM STORYTELLING TO STORYSELLING TODAY’S TOPICS THE BASICS OF STORYTELLING TRIPLE-A STORIES TAKE-AWAYS
  35. 35. FROM STORYTELLING TO STORYSELLING TODAY’S TOPICS TRIPLE-A STORIES TAKE-AWAYS THE BASICS OF STORYTELLING
  36. 36. STORIES HAVE EXISTED LONG BEFORE RECORDED HISTORY
  37. 37. AND THE TELLING OF STORIES HAVE CHANGED FORMS DRASTICALLY THROUGHOUT THE YEARS
  38. 38. BUT THE ELEMENTS OF A STORY NEVER CHANGED
  39. 39. MESSAGE GLOBAL WARMING
  40. 40. PLAYERS
  41. 41. THE GOOD THE BAD CONFLICT
  42. 42. HERO AL GORE: AN INCONVINIENT TRUTH
  43. 43. PLOT
  44. 44. MESSAGE PLAYERS CONFLICT HERO PLOT STORY BUILDING BLOCKS
  45. 45. QUESTION
  46. 46. WHAT DO STORIES AND BRANDS HAVE IN COMMON?
  47. 47. THEY ARE BOTH BELIEF SYSTEMS
  48. 48. BECAUSE BRANDS ARE STORIES
  49. 49. STORIES IN YOUR BRAINS
  50. 50. A BRAND IS A COLLECTION OF STORIES - STORIES YOU’VE HEARD - STORIES YOU’VE EXPERIENCED YOURSELF - STORIES YOU’VE READ ABOUT - STORIES YOU’VE SEEN ON THE INTERNET - …
  51. 51. EXAMPLE TOMS SHOES
  52. 52. MAKE SENSE OF THE WORLD UNDERSTAND LIFE'S EXPERIENCES DEAL WITH DILEMMAS OVERCOME HARDSHIPS STORIES HELP PEOPLE TO
  53. 53. THEY ARE BELIEF SYSTEMS THAT FUNCTION AS A REFERENCE FRAME TO FACILITATE THE CHOICES WE MAKE…
  54. 54. …AND THAT IS EXACTLY WHAT BRANDS DO TOO
  55. 55. CONSUMERS HAVE TOO MANY CHOICES, AND TOO LITTLE TIME DIFFERENT COMPANIES OFTEN HAVE SIMILAR OFFERINGS BRANDS HELP CONSUMERS TO ORGANISE THE WORLD AND TO FACILITATE DECISIONS
  56. 56. STEPS FOR BUILDING A STORY
  57. 57. storyline story storylining story storystorymining storytelling storyselling storybuying storyliving story
  58. 58. story mining storyline story story story story mining lining telling selling buying living
  59. 59. story liningstoryline story story story story mining lining telling selling buying living story story story story story story story story story story story story story story
  60. 60. story telling story story mining telling selling buying living concept story story story story lining
  61. 61. story selling mining selling buying living concept lining telling
  62. 62. story buying mining buying living concept lining telling selling
  63. 63. story living mining living R lining telling selling buying RR
  64. 64. FROM STORYTELLING TO STORYSELLING TODAY’S TOPICS THE BASICS OF STORYTELLING TAKE-AWAYS TRIPLE-A STORIES
  65. 65. - PEOPLE FIRST TRUST PEOPLE - THEN THEY TRUST THE STORIES THEY TELL - THEN THEY TRUST BRANDS
  66. 66. - GOOD STORIES - NEED TO BE TRIPLE-A - AUTHENTIC - ACCOUNTABLE - ACTIVATING
  67. 67. 1AUTHENTICBE WHO YOU ARE
  68. 68. BERKSHIRE HATTAWAY
  69. 69. VICE INC
  70. 70. THE ECONOMIST
  71. 71. NORDSTORM
  72. 72. TRADER JOE’S
  73. 73. 2ACCOUNTABLEDO WHAT YOU SAY
  74. 74. OLIVE LOVE YOUR MUSIC
  75. 75. LEATHERMAN
  76. 76. B. DALTON
  77. 77. 3ACTIVATINGWHAT YOU HEAR, YOU FORGET WHAT YOU SEE, YOU REMEMBER WHAT YOU EXPERIENCE, YOU BUY
  78. 78. PROJECT ARCHITEUTIS

  79. 79. BETA 7
  80. 80. THE STORYTELLING EFFECT
  81. 81. A GOOD EXPERIENCE? A BAD EXPERIENCE? HOW MANY TIMES DOES SOMEONE TELL OTHERS ABOUT
  82. 82. A GOOD EXPERIENCE
  83. 83. A GOOD EXPERIENCE 3 TIMES
  84. 84. A BAD EXPERIENCE
  85. 85. A BAD EXPERIENCE 9 TIMES
  86. 86. THESE ARE FACTORS FROM RESEARCH BEFORE SOCIAL MEDIA EFFECTS
  87. 87. FACTOR 3 RIPPLE-EFFECT
  88. 88. A STORY THAT IS TRIPLE-A HAS THE POWER TO SPREAD
  89. 89. THE SAME COUNTS FOR A BRAND
  90. 90. BUT NOT IN A GOOD WAY!
  91. 91. TODAY’S TOPICS THE BASICS OF STORYTELLING TRIPLE-A STORIES TAKE-AWAYS FROM STORYTELLING TO STORYSELLING
  92. 92. BECAUSE STORIES HAVE AN EFFECT ON OUR BRAIN & BEHAVIOUR STORYTELLING LEADS TO STORYSELLING
  93. 93. CONNECTION EMPATHY TRUST SALES + STORIES
  94. 94. THE EFFECT OF STORYTELLING ON YOUR BRAND BUYING INTENTIONS X2 NPS +33% EMPLOYER BRANDING BRAND ATTRIBUTES +75% SOURCE: RESEARCH 3DACCOUNTABILITY & COOLBRANDS
  95. 95. STORYTELLING IN THE NOW ERA: DIGITAL & SOCIAL
  96. 96. STORYTELLING HAS EVOLVED OVER YEARS THE CHANNELS THROUGH WHICH STORIES ARE TOLD HAVE MULTIPLIED & DIGITALISED
  97. 97. THENATUREOF DIGITAL STORYTELLING
  98. 98. 1.DEMOCRATIC
  99. 99. 1.DEMOCRATIC 2.DIRECT
  100. 100. 1.DEMOCRATIC 2.DIRECT 3.NON-LINEAR
  101. 101. 1.DEMOCRATIC 2.DIRECT 3.NON-LINEAR 4.MULTIPLE-CHANNEL
  102. 102. SOCIAL MEDIA AND STORYTELLING A MATCH MADE IN HEAVEN?
  103. 103. SOCIAL MEDIA STORYTELLING ABOUT COMMUNICATION ABOUT BUILDING RELATIONSHIPS
  104. 104. SOCIAL MEDIA: THE CONTEMPORARY BONFIRE
  105. 105. 1. SHAREABILITY 2. USE THE ELEMENTS 3. BE CONCISE 4. THE CUSTOMER = THE HERO 5. MEDIA MIX 5 TIPS FOR STORYTELLING ON SOCIAL MEDIA
  106. 106. TODAY’S TOPICS THE BASICS OF STORYTELLING TRIPLE-A STORIES TAKE-AWAYS FROM STORYTELLING TO STORYSELLING
  107. 107. STORIESARETHEOLDESTBELIEFSYSTEMSTOENGAGEPEOPLE BRANDSARESTORIESTHATCANSURVIVEOVERTIME SUCCESSSTORIESMUSTBEAUTHENTIC,ACCOUNTABLE&ACTIVATING TELLING=SELLING:STORIESAREALEVERAGETOMAKEPEOPLEBUY SOCIALMEDIAARETHEBONFIREOFCONTEMPORARYSTORYTELLING
  108. 108. READYTOWRITEYOUR BRAND(HI)STORY
  109. 109. THANK YOU

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