Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Brand Storytelling by Marvin Abrinica


Published on

Every company & their brand has a unique story to tell, but we've all been doing it wrong. We should be telling the story of our consumers if we want to get their attention. That's because building a brand requires consumer empathy, authenticity, and relatable moments that only a story can provide. Find out the secret to amazing brand storytelling from a former P&G brand storyteller who's been teaching brands & startups how to pitch.

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Brand Storytelling by Marvin Abrinica

  1. 1. Marvin  Abrinica   Founder,  Thrivera  Advisory  Group   @marvinador Every Brand Has a Story to Tell
  2. 2. “Authen;city  is  the  new  currency  of  brand  building,  
 and  stories  are  how  we  reach  our  consumers.”   @marvinador
  3. 3. “Thank You Mom”, Dir.Alejandro González Iñárritu. Procter & Gamble, 2012. Commercial
  4. 4. At  the  heart  of  every  story   is  a  Resona;ng  Truth @marvinador
  5. 5. It  Starts  with  a  Founder You  are  the  brand’s  first  consumer  
  6. 6. Purpose     The  “Why?”   Mo;va;on   Passion “A  brand  is  not  so  much  about   ra;onal  arguments,  but  the  way  that   the  company  resonates  with  people   emo;onally.”   -­‐  Steve  Jobs
  7. 7. “If  something  is  important  enough,  you  should  try,  
    even  if  the  probably  outcome  is  failure.”   -­‐  Elon  Musk Vision Beyond  limits   Imagina;on   Inspires
  8. 8. Occupy  Mars Photo: Bloomberg Business 2015
  9. 9. The  Hero’s      Journey Consumer’s ^
  10. 10. The  Consumer’s  Journey   Consumer Problem Goal @marvinador
  11. 11. Titanic, Dir. James Cameron Perf. Kate Winslet, Billy Zane, Leonardo DiCaprio, & Gloria Stuart. 20th Century Fox, Paramount, & Lightstorm. 1997 Film.
  12. 12. Everyone  has  Story Great brands become part of her story - John Koenig
  13. 13. Get  Out  of  the  Building   Your  consumer  has  a  story  to  tell.   Listen,  understand  the  problem,  &   serve  her  needs. @marvinador
  14. 14. Your  Brand  is  the  Mentor Star Wars: The Empire Strikes Back, Dir. Irvin Kershner. George Lucas Perf. Mark Hamill & Frank Oz. Lucasfilm. 1980 Film.
  15. 15. Your  Brand  Helps  Her  Overcome  the  Obstacle Obstacle TreasureConsumer  &  Brand @marvinador
  16. 16. The  Role  of  Conflict Conflict  creates  empathy   Draws  emo?onal  interest   Demands  a  response
  17. 17. If  the  Obstacle  is  Small,  the  Treasure  is  Small Conflict TreasureConsumer  &  Brand @marvinador
  18. 18. The  Bigger  the  Obstacle,  the  Bigger  the  Treasure Conflict TreasureConsumer  &  Brand @marvinador
  19. 19. Treasure  is  both  Functional  &  Emotional   Conflict TreasureConsumer  &  Brand The  benefits  the   Consumer  Experiences
  20. 20. “Always, Like a Girl”, Dir. Lauren Greenfield. Procter & Gamble, 2014. Commercial
  21. 21. #likeagirl
  22. 22. When  the  Consumer  Wins  Everyone  Shares  in  the  Victory   Obstacle   Treasure  &  ElixirHero  &  Mentor @marvinador
  23. 23. Elixir:  Payoff  Moment The Hunger Games, Dir. Gary Ross. Perf. Jennifer Lawrence. Lionsgate & Colorforce. 2012 Film.
  24. 24. Great  Brands  Telling  Authen?c  Stories
  25. 25. For  Brands  with  a  story  to  tell Marvin  Abrinica Thank  You!