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The Story Makes The Brand: Libelle Zomerweek

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Gijsbregt Vijn, Managing Director at Lemon Scented Tea, explains how you can make stories work for your brand or business. He explains the three ways of storytelling we use at Lemon Scented Tea: The Storytelling Agency

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The Story Makes The Brand: Libelle Zomerweek

  1. 1. The story makes the brand Sanoma/ Libelle Zomerweek 2015 mei 2015 – Lemon Scented Tea
  2. 2. HELLO I AM…. • Gijsbregt Vijn • My personal journey • MD Lemon Scented Tea • Storytelling agency growing brands through great stories
  3. 3. Today 1. A small story about a Picalica 2. The dramatic arc and the brain 3. Storytelling for brands 4. Great examples 5. What you can take home
  4. 4. My personal story about a Picalica that went down the hill and landed safe and sound.
  5. 5. This is my son BOELE
  6. 6. Who got this beautiful present! A fact book about animals from animals that love the snow till the animals we know from fairytales.
  7. 7. He opened this page and said; yes…. now you make a story right….?
  8. 8. The Picalica lived in the mountain and wanted to go to his little friends down in the valley. On a beautiful day he sat out for his journey. After two days walk he stopped and heard a weird noise. It seemed that it was one voice with many voices in it. He looked left and saw a dog with many faces. He was quite off his guard in the beginning and the dog approached him slowly and seemed to jump upon him and then the small head on the right asked hem politely in high voice, can we help you? Do want to play with us maybe? Etc. Picalica
  9. 9. I automatically used the dramatic arc. Begin the story begins with some sort of mission Middle The character needs to overcome a couple of crises End The denouement and they lived happily ever after Dramatic arc
  10. 10. Boele listened intensely, was quite aroused when the wolf head approached hem and he was very happy that the Picalica made it down the hill and smiled in a satisfied way.
  11. 11. A universal storytelling structure
  12. 12. That using the right storytelling techniques it makes people more compassionate, empathic and charitable. Research Berkeley University study showed:
  13. 13. 1) Keep attention 2) Transport emotion
  14. 14. Cortisol Oxytocin
  15. 15. Matrix is about a nerd who needed to believe he could save the world and when he believed he did. Act 1 Is Neo ‘the one’ to liberate humanity Act 2 Only when he believes and overcomes Act 3 Yes he can
  16. 16. The same can count for brands. Not with many crises but overcoming an issue or a problem is the story.
  17. 17. Dove  Mission:  Everyone feels comfortable in their bodies  Story:  Act 1: Are we too critical about our own appearance?  Act 2: Strangers seem to describe your appearance more positively than you yourself.  Act 3: You are more beautiful than you think you are! Dove 24
  18. 18. Chipotle  Mission:  Cultivate a better world through sustainable burrito’s  Story:  a better world  Act 1: Fast food is the norm and sustainability is not valuable?  Act 2: There is another way, better, more sustainable, more friendly  Act 3: You can join us to cultivate 25
  19. 19. Chipotle  Mission:  Cultivate a better world through sustainable burrito’s  Story:  a better world  Act 1: Fast food is the norm and sustainability is not valuable?  Act 2: There is another way, better, more sustainable, more friendly  Act 3: You can join us to cultivate 26
  20. 20. Storytelling for brands
  21. 21. What’s a branded story? Its what people tell others about your brand. It’s what you want them to tell others about your brand.
  22. 22. ESP Emotional values ISP Inspirational values USP Unique selling points How to find your organizing principle story
  23. 23. • Desired Culture • Values • Perks & Privileges • Office & Atmosphere • HR Internal External Bottom Up Top Down • Advertising • Content Marketing • Events • DM • Online Campaigns • Media etc. • Employee initiatives • Employee advocacy • Bottom up innovation • Social • Web-care • Customer care • Co Creation • Data • Client service The story is the brand’s heartbeat
  24. 24. Sub- storie Campaign story Campaign story Target 20-49 shopper Target 4 Target 3 Target 2 Target 1 Sub- storie VS Different campaign set up: Customized Storytelling® One story different ways to tell it. Better content = More relevance = more impact = more involvement= more virality = stronger brand Sub- storie Sub- storie Sub- storie
  25. 25. Rijkswachters
  26. 26. Storytelling for ‘sustainable’ brands
  27. 27. En vertellen wat je allemaal doet. Daar trots op zijn en de journey delen door middel van content.
  28. 28. En vertellen wat je allemaal doet. Daar trots op zijn en de journey delen door middel van content.
  29. 29. Customized storytelling Niet naar iedereen en altijd
  30. 30. En nog beter… het verhaal versleutelen in je business propositie Tom’s
  31. 31. En nog beter… het verhaal versleutelen in je business propositie Marie Stella Maris
  32. 32. 3 ways of storytelling
  33. 33. Story mining Story creation Story doing
  34. 34. Story mining
  35. 35. Story mining What are the stories that make the brand what it is Which stories are we proud of and proof our positioning (content marketing) How can we turn them into a compelling story that tells our brand mission
  36. 36. What Nuon communication was
  37. 37. The brief 1. Reposition Nuon towards service brand 1. Increase NPS, decrease churn 2. Develop an organising principle beyond a campaign
  38. 38. Bringing out the DNA  Over 30 interviews  Turning the company inside-out  Finding the key stories
  39. 39. The strategy Hmm interesting, you might start to reward existing customers 1 Show who you are 2 Dialoque 3 Proof What can I change for you? Stop just selling
  40. 40. What is energy?
  41. 41. The story of Nuon
  42. 42. TVC
  43. 43. TVC
  44. 44. Change platform
  45. 45. Newspaper ads
  46. 46. Regional strategy + awareness (dichtbij.nl + Piet’s.. )
  47. 47. Change platform
  48. 48. Brand aligned by the story SPONSORING B2B CorporateHR
  49. 49. Story creation
  50. 50. Story creation Which story elements can we make bigger and sell our products and services with? How can we translate that into great campaigns & content?
  51. 51. 64
  52. 52. 65
  53. 53. Story doing
  54. 54. Story doing What are great projects or innovations we can start up? How can we use these projects to get attention and build our brand? How can we come up with great new projects that proof our positioning and make us grow?
  55. 55. Case film
  56. 56. Conclusions 1) Find the stories of which you are proud (mining) 2) Turn it into a fantastic organizing principle story & dramatize it (Arc) 3) Use your substories for your campaigns & content marketing 4) Keep the stories coming (editorial team) 5) Share your stories with your internal and external audiences continuously &……. Just do it!!!!
  57. 57. Thank you
  58. 58. Chipotle  Mission:  Cultivate a better world through sustainable burrito’s  Story:  a better world  Act 1: Fast food is the norm and sustainability is not valuable?  Act 2: There is another way, better, more sustainable, more friendly  Act 3: You can join us to cultivate 73
  59. 59. Dove  Mission:  Everyone feels comfortable in their bodies  Story:  Act 1: Are we too critical about our own appearance?  Act 2: Strangers seem to describe your appearance more positively than you yourself.  Act 3: You are more beautiful than you think you are! Dove 74
  60. 60. Stories make people: More charitable More emotional aroused More loyal beyond reason Remember things easier Share things easier Thats very valuable for brands

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