In January 2016, I presented to IBM Interactive Experience's global audience. We discussed brand storytelling. Check it out, and let's discuss.

1. IBM
Interactive
Experience
storytelling
1
T H E P O W E R O F N A R R A T I V E
brand

2. IBM
Interactive
Experience
“imagination”
2
one of the most powerful tools in our cerebral arsenal.

3. IBM
Interactive
Experience
imagination
3
Walt Disney
luminary
visionary
originator

4. IBM
Interactive
Experience
#IBMiX
Toys R’ Us
imagination
Toys “R” Us
4

5. IBM
Interactive
Experience
two stories
5
I N S I G H T : M A K E K I D S H A P P Y
two brands

6. IBM
Interactive
Experience
“the audience”
6
time, attention, and money is most often asked of
clients, customers and prospects alike.

7. IBM
Interactive
Experience
7
“I know that if I wasn’t scared,
something’s wrong. Because the
thrill is what’s scary.”
- Richard Pryor
the audience
Richard Pryor

8. IBM
Interactive
Experience
8
8
the audience
IBM Design Thinking™

9. IBM
Interactive
Experience
9
I N S I G H T : M A K E P E O P L E F E E L
the experience

10. IBM
Interactive
Experience
“optics”
10
many people make judgements by observation. however, as
experience designers we can shape public perception by
remaining true to the values that define our work.

11. IBM
Interactive
Experience
1111
From simply being
“Married with Children,”
optics
Al Bundy

12. IBM
Interactive
Experience
12
optics
Jake Pritchett
to leading a Modern Family.

13. IBM
Interactive
Experience
13
seeing is believing
O N E I N S I G H T : S I G H T I S S E E N

14. IBM
Interactive
Experience
“transparency”
14
in a data-rich world, it’s hard to pull the wool over a
customer’s eyes. so, in our best interest as experience
designers to be honest about our findings. and address
the most critical pain points first.

15. IBM
Interactive
Experience
15
transparency
Munchery

16. IBM
Interactive
Experience
16
real people. real food. real good.
transparency
Munchery

17. IBM
Interactive
Experience
informed decisions
17
I N S I G H t : C H O I C E I S B E A U T I F U L

18. IBM
Interactive
Experience
“the why”
18
as creative professionals, we have an obligation to our
clients and their customers. to create innovative
solutions; whether products or experiences that
provide value and extend brand loyalty.

19. IBM
Interactive
Experience
19
why
our words

20. IBM
Interactive
Experience
20
why
our actions

21. IBM
Interactive
Experience
because
21
I T ’ S O U R R E S P O N S I B I L I T Y

22. Creative Strategist
@shatonCWinston
Shaton Winston is a Freckled Creative hailing
from Jamaica, Queens. He has a knack for
creating social and cultural content.
He's lived thousands of lives. In this one,
storytelling is his gift. As a Creative, Shaton
sees what has yet to be built. But, as a
Copywriter, his objective is to understand
people. Articulating abstract thoughts into
culture-shifting behavior.
Whether it’s advertising, marketing,
experience design, or content creation each
assignment requires diligent thinking. Hand-
in-hand with understanding the human
condition. Then, bridging an emotional why
to a physical how.
It’s not supernatural, rather art and science.
Shaton Winston