After two great sessions, it was time for the last session of this year. The attendees of the third session were: Madelon van der Tol (Marketing Director Ice Cream at Unilever), Anke Penninx (General Manager Royal Canin Netherlands) and Bart van den Nieuwenhof (Commercial Director at La Place Restaurants). Our 10 Take Outs ‘The most difficult aspect of storytelling is that a good story usually has an elaborate plot and different characters. While the essence of getting a message across in today’s crowded spaces is to make it very simple.’ – Madelon van der Tol ‘The first aspect of change in a business is to be conscious about the conflict.’– Gijsbregt Vijn ‘Our external conflict was the gap between what we did as a business and what the people thought about our business. That is why it is important to use storytelling in the marketing strategy.’ - Bart van den Nieuwenhof ‘Storytelling helps people understand the ideas behind the business.’ – Anke Penninx ‘We are focusing on Authenticity, Relevance and Talkability (the Unliver ART Model) in advertising and marketing messages, to ensure people want us in their lives.’ – Madelon van der Tol ‘In this society, a brand needs to have a story. But it is just as important to make that story visible in daily life.’ – Gijsbregt Vijn ‘Communicate a solution to what the consumer needs, where she needs it. It makes sense to think from a penetration point of view.’ – Madelon van der Tol ‘At first, I was afraid to speak openly about the problems in my business. After we spoke openly about the conflict in the media, the people understood the problem and were more positive about our brand’ – Bart van den Nieuwenhof ‘Everything what we see around us is an idea or in other words a story.’ – Gijsbregt Vijn ‘Triggering the conflict of the brand in marketing messages helps the consumer in their decision journey’ – Anke Penninx

10. Strategie &
conceptpresentatie
ANKO
LEMON SCENTED TEA
THE STORYTELLING AGENCY
AMSTERDAM, 22 OKTOBER 2015