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Story Creating: creating new stories
and share them with the world
through campaigns and content.
How top marketers think ...
The Storytelling Expeditions
Together with Adfo Groep, Lemon Scented Tea is
organising Storytelling Expeditions: three boa...
How top marketers think about
storytelling
10 Takeouts
“We build chapters in the same story, you don’t have to
read all the chapters to understand the story.”
– Rob van Griensve...
“It’s a good thing to have a great history, it provides for
nice stories. But the most important thing for success is
to t...
“A quality of storytelling is that you never know the
exact outcome.”
– Madelon Bogers, Vrumona
“A story makes it possible to reach different target
groups and still be coherent.”
– Gijsbregt Vijn, Lemon Scented Tea
“The history of the product might be more important
than we think.”
– Wyste Hylkema, Red Wing Shoes
“The story has to be supported by the entire
organization, if not the brand might fall apart.”
– Karin Hille, Plastic Whale
“It is important to tell stories from the spirit of the
brand, not just from its history.”
– Gijsbregt Vijn, Lemon Scented...
“Storytelling requires manpower, brainpower and
especially flexibility. You must be able to respond to
people who start wo...
“More than ever an activation in your campaign is a
must, it is a serious part of your story.”
- Madelon Bogers, Vrumona
“A credible story doesn’t have to be true, it just has to
fit the brand.”
– Karin Hille, Platic Whale
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The second storytelling expedition: ten Takeouts

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Together with Adfo Groep, Lemon Scented Tea is organising Storytelling Expeditions: three boat trips on the Amsterdam canals, where marketers and storytelling specialists will discuss the do’s and don’t’s of storytelling.

The theme of the second edition was Story Creating: creating new stories and share them with the world.

During the session the following claim was discussed: ‘Ideas without storytelling are mayflies’.

Published in: Marketing
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The second storytelling expedition: ten Takeouts

  1. 1. Story Creating: creating new stories and share them with the world through campaigns and content. How top marketers think about storytelling By Lemon Scented Tea
  2. 2. The Storytelling Expeditions Together with Adfo Groep, Lemon Scented Tea is organising Storytelling Expeditions: three boat trips on the Amsterdam canals, where marketers and storytelling specialists will discuss the do’s and don’t’s of storytelling. The theme of the second edition was Story Creating: creating new stories and share them with the world. During the session the following claim was discussed: ‘Ideas without storytelling are mayflies’. Luuk Ros, Editor in Chief at Tijdschrift voor Marketing/MarketingOnline moderated the discussion.
  3. 3. How top marketers think about storytelling 10 Takeouts
  4. 4. “We build chapters in the same story, you don’t have to read all the chapters to understand the story.” – Rob van Griensven, Heineken
  5. 5. “It’s a good thing to have a great history, it provides for nice stories. But the most important thing for success is to tell relevant stories that match the target audience.” – Inge Konings, Diageo
  6. 6. “A quality of storytelling is that you never know the exact outcome.” – Madelon Bogers, Vrumona
  7. 7. “A story makes it possible to reach different target groups and still be coherent.” – Gijsbregt Vijn, Lemon Scented Tea
  8. 8. “The history of the product might be more important than we think.” – Wyste Hylkema, Red Wing Shoes
  9. 9. “The story has to be supported by the entire organization, if not the brand might fall apart.” – Karin Hille, Plastic Whale
  10. 10. “It is important to tell stories from the spirit of the brand, not just from its history.” – Gijsbregt Vijn, Lemon Scented Tea
  11. 11. “Storytelling requires manpower, brainpower and especially flexibility. You must be able to respond to people who start working with your brand.” – Rob van Griensven, Heineken
  12. 12. “More than ever an activation in your campaign is a must, it is a serious part of your story.” - Madelon Bogers, Vrumona
  13. 13. “A credible story doesn’t have to be true, it just has to fit the brand.” – Karin Hille, Platic Whale

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