This document discusses how storytelling can be used to build brands and drive engagement. It argues that corporate storytelling is important because stories that appeal to both hearts and minds can influence behavior and perceptions. The document then provides techniques for great storytelling, including starting with an "action idea" that has a clear beginning, middle and end. It also discusses how to develop a storytelling campaign by defining the purpose and audience insight. The overall message is that storytelling can be a powerful tool for brand building and engagement if done strategically and authentically.
7. CORPORATE STORYTELLING
Stories that are
designed to engage;
with the ultimate
objective of
influencing behavior
or perceptions
Stories that appeal to
both hearts and minds,
are authentic, insightful
and truthful
Stories should not start and
end with what interests us; it
is about establishing a
connection with our
audiences
8. THE TECHNIQUES OF GREAT
STORYTELLING….AND GREAT
STORYTELLERS
SCENE TWO
13. AND IF YOU DON’T TELL A GOOD STORY…
SOMEONE ELSE WILL.
14. INTRODUCING THE ACTION IDEA
It’s your core story, reduced to a simple few
lines. It has a clear beginning, middle and
end with an ‘action’ - or turning point - that
engages and sets the story in motion.
16. BUT A GOOD STORY ALWAYS HAS…
• A human element
(characters/emotion)
• Action and/or turning point
• And details / specifics!
17. TENSION & TURNING POINTS
TWO DIFFERENT PATHS
FINDING INNER STRENGTH
AN UNEXPECTED CHALLENGE
TAKINGARISK
OVERCOMINGADVERSITY
COURAGE OF CONVICTION
DAVID VS GOLIATH
RACE AGAINST TIMEGREATESCAPE
AMAZING TURNAROUND
ANEPIPHANY
WINNING AGAINST THE ODDS
BREAKING NEW GROUND
THE MISFIT
20. DEFINING YOUR PURPOSE
BUSINESS
Increase enrollment from
international students
Ensure parents see us as a wise
investment
Have business communities
support us and provide third-party
validation of our positioning
Create engagement among
young adults in Asian markets
Challenge (or reinforce) a
perception about the brand
Generate word-of-mouth buzz
among professional services
firms on the east coast
STORYGOAL
21. DEFINING AN (AUDIENCE) INSIGHT
1. A new
understanding of a
problem, person, or
situation
2. Seeing into the
inner character, or
an underlying truth
23. Public Affairs | December 2013
THEMES TO BUILD STORIES AROUND
Creating
successful
entrepreneurs
Instilling the
importance of
community
service
Meeting the
challenges of a
global
economy
24. WHAT’S THE STORY…?
TWO DIFFERENT PATHS
FINDING INNER STRENGTH
AN UNEXPECTED CHALLENGE
TAKINGARISK
OVERCOMINGADVERSITY
COURAGE OF CONVICTION
DAVID VS GOLIATH
RACE AGAINST TIMEGREATESCAPE
AMAZING TURNAROUND
ANEPIPHANY
WINNING AGAINST THE ODDS
BREAKING NEW GROUND
THE MISFIT