Narrative Branding for Applied StoryTelling


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Narrative Branding for Applied StoryTelling

  1. 1. Effective content marketing is about mastering the art of storytelling. Facts tell, but Stories SELL!
  2. 2. • Brand storytelling agency Aesop, attempts to define storytelling according to 10 criteria, including whether brands “have a clear sense of purpose”, whether consumers are “intrigued to see what they’ll do next” and whether those brands “create their own world”. Explore Aesop’s AGENCY @
  3. 3. • “Narratives are meaningful, remarkable storylines that enable people to easily understand who you are and share why you matter. A good narrative conveys your business purpose, perspective and personality, which needs to be very specific to you,” says Chris Berger of Berger Brands, which provides brand marketing.” • At their core, your brand’s stories must resonate with your target market or they won’t pay attention Narratives Create an Emotional  Connection with the Consumer
  4. 4. 1. Apple 2. Cadbury 3. Walkers 4. Coca-Cola 5. McDonald’s 6. Marks & Spencer 7. Kellogg’s 8. Heinz 9. Fairy 10. IKEA • Source: OnePoll, commissioned by Aesop Top Storytelling Brands
  5. 5. Storytelling Tips for Narrative Branding
  6. 6. • Tell a narrative with beginning, middle and end. Just as you wouldn’t show up for the last half hour of a movie because you wouldn’t understand the context and build up, your brand’s narrative needs to have a beginning that sets the scene, a middle where the action develops, and a conclusion that resolves the conflict. • Give your story an emotional arc. This answers the question of how you want your audience to feel before and after hearing your story. Your narrative needs to have an emotional conflict and related resolution. This element of storytelling is important because associating an emotion with a product builds brand attachment and loyalty. • Create characters your audience can relate to. Love them or hate them, your audience must be emotionally invested in your actors’ fate. Show your audience who your characters are with photographs. This helps make your brand real. • Make your story worth retelling. Your brand’s story should provide your audience with value in terms of social currency. Further, the process of repeating and sharing the story reinforces associations with your brand.
  7. 7. Reviewing the StoryARC Opening [Setting / Characters] Conflict or Dilemma Struggle Resolution Message [TakeAway or Point Made]
  8. 8. Watch the Video on NEXT Slide Do you see the “Story ARC”? Can you relate? Emotional connection? Worth re-telling and viewing over time? The CowBoy Kid What’s YOUR Experience?
  9. 9. Cocoa Cola’s Dynamic StoryTelling Branding Plans for Owning the Market Do you know where happiness will strike NEXT? Can YOU define DYNAMIC Storytelling? @
  10. 10. Search YouTube for Many More Dynamic “Happiness Machine” Stories Around the World Watch the Video on NEXT Slide • How does this fit into Coco Cola’s marketing plan? • Can you relate? Emotional connection? • Worth re-telling and viewing over time?
  11. 11. • I realized the importance of having a story today is what really separates companies. People don’t just wear our shoes, theyWEAR and tell our story. ” — Blake Mycoskie CEO, Tom’s Shoes Tom Toms: One for One View Stories @
  12. 12. Watch the Video on NEXT Slide Do you see the “Story ARC”? Can you relate? Emotional connection? Struggle and Resolution? Moral of the Story? Worth re-telling and viewing over time? The Google Story What’s YOUR Experience?