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Dml2016final

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Storytelling & marketing; make your band more engaging, meaningful & consistent with sharing what you fight for

Published in: Marketing
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Dml2016final

  1. 1. Boost the effectivity of your on (and offline) campaigns & experiences with a brand conflict LEMON SCENTED TEA THE STORYTELLING AGENCY GIJSBREGT VIJN @ DML 2016 Show what your brand fights for
  2. 2. nl.linkedin.com/in/gijsbregtvijn twitter.com/gijsbregtvijn slideshare.net/gijsbregtvijn
  3. 3. Authenticity Fragmentation Engagement The brand challenge
  4. 4. The brand challenge Engagement
  5. 5. The brand challenge Fragmentation
  6. 6. Hollywood The brand challenge Authenticity
  7. 7. Authenticity Fragmentation Engagement A great story tackles
  8. 8. Deep dive in storytelling
  9. 9. Storytelling Structure Held Doel Middelen Tegenstander Conflict
  10. 10. Example Matrix
  11. 11. Example Matrix Held Middelen Tegenstander ConflictDoel
  12. 12. Example Sound of music
  13. 13. Example Sound of music Held Middelen Tegenstander ConflictDoel
  14. 14. Why Cortisol & Oxytocin
  15. 15. Why: Why Cortisol
  16. 16. Why Oxytocin
  17. 17. You need a conflict to get attention
  18. 18. The mouse sat on the mat is not a story The mouse sat on the cats mat is a story
  19. 19. What works for movies works for brands
  20. 20. Lots a brand models no conflict
  21. 21. Simon Sinek
  22. 22. No conflict Doel TegenstanderMiddelen Held Conflict
  23. 23. The brand conflict model Held
  24. 24. The brand conflict model Doel Held
  25. 25. The brand conflict model Doel Middelen Held
  26. 26. The brand conflict model Doel TegenstanderMiddelen Held
  27. 27. The brand conflict model Doel TegenstanderMiddelen Held Conflict
  28. 28. Held Maserati Middelen Cleverness and braveness Tegenstander The big car companies Conflict Smart vs big Doel Pursuit of perfection Maserati
  29. 29. Held Chipotle Middelen Healthy sustainable food Tegenstander Mass production Conflict People need to start caring Doel Cultivate a better world Chipotle
  30. 30. Peerby Waarom kopen als je lenen kan
  31. 31. ‘The networked brand’ BRAND
  32. 32. What you fight for motivates your customers & employees
  33. 33. What you fight for brings consistency & flexibility
  34. 34. What you fight for boosts effectiveness through emotion Logic 20%Emotional 80%
  35. 35. Emotional Combined Rational 31% 26% 16% Campaign effectiveness%Reportingverylargeprofitgains
  36. 36. What you fight for brings emotion in the customer journey Awareness Consideration Purchase Retention Advocacy
  37. 37. Super normal stimuli & newness
  38. 38. Share the world what you fight for
  39. 39. Plastic Whale
  40. 40. To take home
  41. 41. 5 Tricks
  42. 42. 5 Tricks 1. Share the world what you fight for as a brand
  43. 43. 5 Tricks 1. Share the world what you fight for 2. Use Hollywood storytelling power to build engagement and meaning
  44. 44. 5 Tricks 1. Share the world what you fight for 2. Use Hollywood storytelling power to build engagement and meaning 3. Motivate your ‘networked brand’ with what you fight for
  45. 45. 5 Tricks 1. Share the world what you fight for 2. Use Hollywood storytelling power to build engagement and meaning 3. Motivate your ‘networked brand’ with what you fight for 4. Bring emotion in your brand & customer journey with it
  46. 46. 5 Tricks 1. Share the world what you fight for 2. Use Hollywood storytelling power to build engagement and meaning 3. Motivate your ‘networked brand’ with what you fight for 4. Bring emotion in your brand & customer journey with it 5. Boost your campaigns & content with super normal stimuli (touch, tell, sell)
  47. 47. Secret trick 6 Give us a call if you want to re-energize your brand, campaigns and content 
  48. 48. Thank you Want the presentation? Leave your details! Gijsbregt Vijn nl.linkedin.com/in/gijsbregtvijn twitter.com/gijsbregtvijn slideshare.net/gijsbregtvijn

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