A Guide to Brand Storytelling by Jamie Hollum

1. Jamie Holtum

2. WE ARE EXCITED TO BE HERE
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3. PEOPLE THINK THE
WORLD IS RATIONAL

4. BUT ACTUALLY, WE ARE
FUELLED BY EMOTIONS
“REASONISNOTAS‘PURE’ASMOSTOF
USTHINKIT IS ORWISHIT TO BE;
EMOTIONANDFEELINGSAREN’T
INTRUDERSINTO THE BASTIONOF
REASON. WE FEELBEFORE WE THINK.
IN FACTWE FEELINORDERTO THINK.”
DESCARTES’ ERROR, ANTONIO
DAMASI
KEVIN ROBERTS, SAATCHI &
SAATCHI
“EMOTION,INTUITION,LONG-TERM
MEMORIESANDUNCONSCIOUS
MOTIVATIONSMAKEUPASMUCHAS
80 PERCENTOFOURDECISION-
MAKING PROCESSES.
THATLEAVESJUST20 PERCENT
FOR LOGIC TO BATTLEOVER.”

5. 5
“JUST MOVE ME, DUDE”
Dan Wieden, W&K

9. Your storyteller today...
Jamie Holtum
Senior Brand
Consultant
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10. SHIFTING FOCUS
CULTURE CHANGE:
IDENTIFYING YOUR
CORPORATE STORY AND
ENGAGING ACROSS
THE BUSINESS.
SOCIALMEDIA RETAIL TV PRODUCT PACKAGING
STORY

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WHAT
IS
YOUR
BRAND
?

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13. THE KEY ELEMENTS OF STORY TELLING
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1. CHARACTER

15. Nike
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16. Go Pro
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2. CONFLICT AND RESOLUTION ARE
AT THE HEART OF EVERY STORY

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19. 3. PLOT
“How small a quantity of real
fiction there is in the world; and
that the same images, with little
variation, have served all the
authors who have ever written.”
– Dr. Samuel Johnson
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21. TELLING YOUR BRAND’S STORY
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STORY-TELLINGCHECKLIST.
q SHIFT FOCUS FROM CHANNEL TO
STORY.
q DEFINE ‘WHAT’ IS YOUR BRAND
q DOES YOUR STORY HAVE A
CHARACTER, A CONFLICT AND A
PLOT?
q DO YOU TELL YOUR STORY WELL?

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26. FREE 1:1 SESSION
TO WRITE YOUR BRAND STORY
jamie@butterflylondon.com
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Thank
you.