Brand Story Video - Initial Presentation

1. BRAND VIDEO
PRESENTATION ONE

2. THREE IMPORTANT FACTORS IN
TELLING A GREAT BRAND STORY:
1. SHOW THEM YOU CARE: Start by showing that you care about your customer.
Your work. Your product.
2. WHY IS THIS IMPORTANT?: Why should people care about this? The second
most important part in telling a brand’s story is showing people why they should ca
Why do they need this?
3. FINALLY, TELL THE STORY: Once they know that you care, and you’ve establishe
why they should care, you can tell your story.
AUDIENCES ARE LOOKING FOR GENUINE STORIES!

3. THREE IMPORTANT FACTORS IN
TELLING A GREAT BRAND STORY:
1. YOUR VOICE: Interviews with the founder and CEO, design team and employees
come together to tell your story and become your voice.
2. YOUR LOCATION: A mixture of store locations (from Charleston to Madison
Avenue), photo shoots and our Brooklyn location set the stage for our video.
In this presentation we will look at examples of place, B-roll and interviews.
3. YOUR FEEL: Using a mixture of shot footage, signature J. McLaughlin illustration
and photography, and type and archival imagery will help bring the brand’s signatu
aesthetic to the video.
LET’S LOOK AT SOME EXAMPLES OF HOW OTHER BRANDS ACHIEVED THIS:

4. VOICE

5. Minnetonka uses multiple narrators to tell their brand story, and they do it really well. Over the course of three
minutes we hear from a narrator, a key account manager, the CEO, a designer, an international account manage
and a customer. It’s never too busy an it manages to show off the product the whole time. This is a great exampl
an ensemble cast telling the brand story.
VOICE (MULTIPLE NARRATORS): MINNETONKA

6. LOCATION
Place, B-roll, Interview Style

7. Johnston & Murphy’s brand is as much about a personality as it is a product. By using New York City as the mai
backdrop in this video the viewer immediately perceives all the positive aspects of the city with the brand. Optim
self-assured and original… the combination highlights the fact that you don’t have to live in NYC to experience
the lifestyle. You just need to be part of the brand.
LOCATION (PLACE): JOHNSTON & MURPHY

8. HYPEBEAST has done a great job of using B-roll to give the viewer a feel for the brand Warby Parker. They hav
managed to use B-roll (supplemental or alternative footage intercut with the main shot) to help further sell the sto
they are telling, while at the same time making you want to visit the actual space. It’s a great example of creating
brand awareness and interest.
LOCATION (B-ROLL): WARBY PARKER

9. GoToMeeting has done a great job of using B-roll and face-to-camera interviews to create a familiarity with the
subject matter. True their business has little to do with J.McLaughlin’s… but that is irrelevant. What’s important is
by showing the interviewee doing something we can relate to (walking her dog, going to work, using her iPad), w
already feel like we know her when she finally addresses the camera. I think this approach would work great for
LOCATION (Interview Style): GoToMeeting

10. FEEL

11. Pulling out all the bells and whistles is difficult. Leave it to Chanel to do an ace job. From hand-drawn type to arr
that animate, watercolors that come to life and vintage anatomy illustrations… everything here creates a visual s
using found images from their archives and animation to tell a story. By using some of our illustrations and archiv
imagery to this effect, we could really get the brand feel across to our viewer.
FEEL (MULTIPLE APPLICATIONS): CHANEL

12. Sometimes the best place to start… is
with what you already know. Using the
Table
of Contents in the J.McLaughlin brand
book
is a great way to begin the process of
organizing a script, or structure, for our
video.
In the following short montage we’ve
created you will see that we used the
listing in the
ToC as a starting point for each section
and added an image or two that
highlighted this particular idea.
From here we can begin to add in who
we’d
like to hear from, and what we’d like to
see,
to better illustrate each point. Along the
A GOOD PLACE TO START:

13. OUR HERITAGE

15. OUR MISSION

17. OUR PERSONALITY

19. THE J.McLAUGHLIN LIFESTYLE

21. OUR BRAND VALUES

23. OUR CUSTOMERS

25. OUR PRODUCT PHILOSOPHY

27. OUR VISION

35. A final note would be to let collaborators of the project in our personality. Include this in
early mood boards, presentations and emails. It’s a surefire way to make sure that our
comes across in the final video.
OPTIMISTIC / TRADITIONAL /
APPROACHABLE / COLORFUL /
SELF-ASSURED / INCLUSIVE / ORIGINAL /
PLAYFUL / APPROPRIATE /
CAREFREE / FAMILY
MOOD: