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The Science of Storytelling: Aktana

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Clay Hausmann, CMO, Aktana, on using screenwriting techniques to create more effective content marketing.

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The Science of Storytelling: Aktana

  1. 1. Short stories The science of storytelling ClayHausmann Chief Marketing Officer, Aktana; Principal, treatment @clayhausmann @newscred
  2. 2. THE TREATMENT OF STORY.
  3. 3. - S t r i c t l y C o n f i d e n t i a l -
  4. 4. - S t r i c t l y C o n f i d e n t i a l -
  5. 5. - S t r i c t l y C o n f i d e n t i a l - HOW WAS YOUR TRIP? AirTravel Accommodations Dining Activities Family Memories
  6. 6. - S t r i c t l y C o n f i d e n t i a l - Creative ExecutionStrategy
  7. 7. - S t r i c t l y C o n f i d e n t i a l -
  8. 8. - S t r i c t l y C o n f i d e n t i a l - Creative ExecutionStrategy story structure by “F--- sneakers, let’s make speakers.” Jimmy Iovine and Dr. Dre tire of Characteristics Genre Major: Self-Expression Controlling idea Music is best enjoyed when it arrives exactly as the artist intended. Inciting Incident Minor: Technical Excellence treatment. • www.treatmentofstory.com • clay@treatmentofstory.com Minor: Tribal Strength Investment in design Prestige through price Dr. Dre Thump the bass
  9. 9. - S t r i c t l y C o n f i d e n t i a l - TOOLS OF THE SCREENWRITER - S t r i c t l y C o n f i d e n t i a l - Inciting Incident Theme Story beats Controlling Idea Act Climax Protagonist Antagonist Genre Scene Open ending Tone Premise Character Setting Backstory Closed ending Conflict Resolution Synopsis Logline Look book Treatment Dialogue
  10. 10. - S t r i c t l y C o n f i d e n t i a l - STORY STRUCTURE story structure by “F--- sneakers, let’s make speakers.” Jimmy Iovine and Dr. Dre tire of Characteristics Genre Major: Self-Expression Controlling idea Music is best enjoyed when it arrives exactly as the artist intended. Inciting Incident Minor: Technical Excellence treatment. • www.treatmentofstory.com • clay@treatmentofstory.com Minor: Tribal Strength Investment in design Prestige through price Dr. Dre Thump the bass
  11. 11. - S t r i c t l y C o n f i d e n t i a l - INCITING INCIDENT
  12. 12. - S t r i c t l y C o n f i d e n t i a l -
  13. 13. - S t r i c t l y C o n f i d e n t i a l -
  14. 14. - S t r i c t l y C o n f i d e n t i a l - STORY STRUCTURE story structure by “F--- sneakers, let’s make speakers.” Jimmy Iovine and Dr. Dre tire of Characteristics Genre Major: Self-Expression Controlling idea Music is best enjoyed when it arrives exactly as the artist intended. Inciting Incident Minor: Technical Excellence treatment. • www.treatmentofstory.com • clay@treatmentofstory.com Minor: Tribal Strength Investment in design Prestige through price Dr. Dre Thump the bass
  15. 15. - S t r i c t l y C o n f i d e n t i a l - CONTROLLING IDEA
  16. 16. - S t r i c t l y C o n f i d e n t i a l - Our mission is to be our customers’ favorite place and way to eat and drink. We’re dedicated to being a great place for our people to work; to being a strong, positive presence in your community; and to delivering the quality, service, cleanliness and value our customers have come to expect from the Golden Arches – a symbol that’s trusted around the world. MISSION STATEMENT
  17. 17. - S t r i c t l y C o n f i d e n t i a l -
  18. 18. - S t r i c t l y C o n f i d e n t i a l - A controlling idea describes how and why life undergoes change from one condition of existence at the beginning to another at the end. IN FILM
  19. 19. - S t r i c t l y C o n f i d e n t i a l - A controlling idea describes how and why a customer’s life undergoes positive change from one condition of existence at the beginning (without your services) to another at the end (with them). IN BUSINESS
  20. 20. - S t r i c t l y C o n f i d e n t i a l - STORY STRUCTURE story structure by “F--- sneakers, let’s make speakers.” Jimmy Iovine and Dr. Dre tire of Characteristics Genre Major: Self-Expression Controlling idea Music is best enjoyed when it arrives exactly as the artist intended. Inciting Incident Minor: Technical Excellence treatment. • www.treatmentofstory.com • clay@treatmentofstory.com Minor: Tribal Strength Investment in design Prestige through price Dr. Dre Thump the bass
  21. 21. - S t r i c t l y C o n f i d e n t i a l - GENRE
  22. 22. - S t r i c t l y C o n f i d e n t i a l -
  23. 23. - S t r i c t l y C o n f i d e n t i a l - ACCESSIBLE INNOVATION Simplicity leads. C O NV E NTIO N FUNCTIONAL VALUE TRIBAL STRENGTH TECHNICAL EXCELLENCE SELF-EXPRESSION BUSINESS ENABLER PURE ESCAPISM Productivity & efficiency reign. The group IS the product. Expertise is king. Image and design are drivers. Return and results. Entertainment and relief from reality. G E NR E
  24. 24. - S t r i c t l y C o n f i d e n t i a l - STORY STRUCTURE story structure by “F--- sneakers, let’s make speakers.” Jimmy Iovine and Dr. Dre tire of Characteristics Genre Major: Self-Expression Controlling idea Music is best enjoyed when it arrives exactly as the artist intended. Inciting Incident Minor: Technical Excellence treatment. • www.treatmentofstory.com • clay@treatmentofstory.com Minor: Tribal Strength Investment in design Prestige through price Dr. Dre Thump the bass
  25. 25. - S t r i c t l y C o n f i d e n t i a l - CHARACTERISTICS
  26. 26. - S t r i c t l y C o n f i d e n t i a l -
  27. 27. - S t r i c t l y C o n f i d e n t i a l -
  28. 28. - S t r i c t l y C o n f i d e n t i a l -
  29. 29. - S t r i c t l y C o n f i d e n t i a l -
  30. 30. - S t r i c t l y C o n f i d e n t i a l -
  31. 31. - S t r i c t l y C o n f i d e n t i a l - STORY STRUCTURE story structure by “F--- sneakers, let’s make speakers.” Jimmy Iovine and Dr. Dre tire of Characteristics Genre Major: Self-Expression Controlling idea Music is best enjoyed when it arrives exactly as the artist intended. Inciting Incident Minor: Technical Excellence treatment. • www.treatmentofstory.com • clay@treatmentofstory.com Minor: Tribal Strength Investment in design Prestige through price Dr. Dre Thump the bass
  32. 32. - S t r i c t l y C o n f i d e n t i a l - story structure by “F--- sneakers, let’s make speakers.” Jimmy Iovine and Dr. Dre tire of Characteristics Genre Major: Self-Expression Controlling idea Music is best enjoyed when it arrives exactly as the artist intended. Inciting Incident Minor: Technical Excellence treatment. • www.treatmentofstory.com • clay@treatmentofstory.com Minor: Tribal Strength Investment in design Prestige through price Dr. Dre Thump the bass motivation clarity context differentiation
  33. 33. THE END. www. treatmentofstory. com clay@treatmentofstory. com

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