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Session9 story strategy


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Session9 story strategy

  1. 1. Story Strategy
  2. 2. “Culture”“A matrix of shared mental maps that define how wecollectively create meaning and understand the worldaround us. Inevitably, popular culture is an everevolving, contested space of struggle, where competingvoices, experiences, and perspectives fight to answerthe questions” Whose maps determine what ismeaningful? Whose stories are considered true?”-Smartmeme
  3. 3. What are some mythologies with narrative power? • Thanksgiving • Santa Clause • Tooth Fairy • Energy and Oil • Mother Nature • Other
  4. 4. Dominant and Popular Culture“As certain ideas, practices and worldviewsbecome normalized over time, they form adominant or popular culture thatdisproportionately represents institutionalinterests and perpetuates the stories thatvalidate certain agendas.”
  5. 5. FACTS ARE MEANINGLESS What do you believe?The facts always changes and the truth remains the absolute or The truth always changes and the facts remain absolute
  8. 8. FACTS ARE MEANINGLESS“Narrative Analysis suggests that the problem isnot necessarily what people don’t know (thefacts). Rather, the problem may be what they doknow (underlying assumptions).”In other words… people have existing storiesabout their world that may act as narrativefilters to prevent them form hearing certainmessages.
  9. 9. Designing Storiesfor the Branded World
  10. 10. Product + Mythology = Message Campaign
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  13. 13. + George Orwell’s novel “1984”
  14. 14. Apple Ad: Orwell’s 1984 Trailer:
  15. 15. Something to Think About• What are both positive and negative mythology, culturally associated with your client or client’s products?• What narratives do their target audiences follow? What are their belief and value systems?
  16. 16. Memes OBAMACARE
  17. 17. MemesMemes are units of self-replicating culturalinformation such as slogans, iconic images thatcan be easily referenced, catchphrases, symbols, or rituals. Memes can act ascapsules for stories to spread virally throughcultures.
  18. 18. “Calgon, Take Me Away!”
  19. 19. Narrative Elements of a Story• Conflict• Characters• Imagery (Show Don’t Tell)• Foreshadowing• Assumptions
  20. 20. Narrative Elements of a StoryConflictConflict is the backbone of the narrative. Itdefines the drama and point of view of the storyand makes it interesting. There can be no storywithout conflict. It defines what is at stake.What is the problem your clientis trying to solve?
  21. 21. Narrative Elements of a StoryCharactersAll stories have characters to which people canrelate—we see ourselves through the charactersof the story. They can also be the messengers ofthe story, putting a human face to the messageof the story.Who are the characters that willhelp solve the problem?
  22. 22. Narrative Elements of a StoryImagery (Show don’t tell)Good stories use powerful imagery to capturethe imagination with metaphors, anecdotes anddescriptions that speak to the senses. Byshowing and not telling, we offer the audiencethe opportunity to use their own values to drawconclusions.What images illustrate the problem and thesolution
  23. 23. Narrative Elements of a StoryForeshadowingImages and other story artifacts are often foundin storytelling to hint the possible outcome.Foreshadowing can be the influential force thatgives the audience direction towards a specificoutcome.What images or ideas will guide audiencestowards the resolution of the problem?
  24. 24. Narrative Elements of a StoryAssumptionsImages and other story artifacts are often foundin storytelling to hint the possible outcome.Foreshadowing can be the influential force thatgives the audience direction towards a specificoutcome.How do audiences already frame the conflict?
  25. 25. Samsung: The next big thing
  26. 26. Exercise• Break into small groups and choose a client to analyze.• Discuss mythologies related to your client’s business, industry, products or services.• Using the ideas of memes, mythology and elements of a story, create an idea for a narrative campaign through social media. Use the worksheet handout to guide you.