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A dummies guide to storytelling

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This covers the fundamentals of what a story is and the story choices that brands have when communicating with their customers.

Published in: Marketing

A dummies guide to storytelling

  1. 1. A DUMMIES GUIDE TO STORYTELLING ©2013 Critical Mass, Inc. All Rights Reserved | 1 POSITIONING YOUR BRAND AS A MENTOR IS AS EASY AS ABC 1 OCTOBER 2013
  2. 2. ©2013 Critical Mass, Inc. All Rights Reserved | 2 GETYOURHEROUPATREE ACT1/ THE SITUATION STORY / THE KEY ELEMENTS
  3. 3. ©2013 Critical Mass, Inc. All Rights Reserved | 3 THROWROCKSATHIM COMPLICATIONS STORY / THE KEY ELEMENTS
  4. 4. ©2013 Critical Mass, Inc. All Rights Reserved | 4 GETHIMDOWN RESOLUTION STORY / THE KEY ELEMENTS
  5. 5. ©2013 Critical Mass, Inc. All Rights Reserved | 5 AMANWANTSTOGETDOWNFROMA TREEBUTHECAN’TBECAUSEPEOPLE KEEPTHROWINGROCKSATHIM. STORY / THE KEY ELEMENTS
  6. 6. ©2013 Critical Mass, Inc. All Rights Reserved | 6 ABC
  7. 7. ©2013 Critical Mass, Inc. All Rights Reserved | 7 A STORY / THE KEY ELEMENTS 1.  A hero 2.  A desire 3.  A villain
  8. 8. ©2013 Critical Mass, Inc. All Rights Reserved | 8 AWANTSB STORY / THE KEY ELEMENTS 1.  A hero 2.  A desire 3.  A villain
  9. 9. ©2013 Critical Mass, Inc. All Rights Reserved | 9 AWANTSBBUTCGETSINTHEWAY. STORY / THE KEY ELEMENTS 1.  A hero 2.  A desire 3.  A villain
  10. 10. ©2013 Critical Mass, Inc. All Rights Reserved | 10 AWANTSBBUTCGETSINTHEWAY. (HOWCANTHEBRANDHELP?) STORY / THE KEY ELEMENTS 1.  A hero 2.  A desire 3.  A villain 4.  A mentor
  11. 11. ©2013 Critical Mass, Inc. All Rights Reserved | 11 HOWCANWEHELPTHEMAN? STORY / THE KEY ELEMENTS
  12. 12. ©2013 Critical Mass, Inc. All Rights Reserved | 12 HOWCANWEHELPTHEMAN? STORY / THE KEY ELEMENTS •  We don’t. We make him anxious and scare him into buying our ladder. •  We can empower him by guiding him down and encouraging him every step of the way. •  We can use our magic powers to remove all the obstacles and he can now climb down the tree himself. •  We can lie to comic effect and tell him the view at night from the tree is apparently fantastic! •  We can tell the truth to comic effect and suggest that at least he’s got a good excuse to not see his in-laws!
  13. 13. © 2009 Critical Mass, Inc. All Rights Reserved NISSAN RACING ACADEMY Men WANT to be racing drivers BUT life has got in the way and taken them in a different direction. HOW CAN BRAND HELP? It can clear away all of life’s obstacles and give men with the right skills a chance to fulfill their dreams. (Empowerment storytelling with magic powers)
  14. 14. ©2013 Critical Mass, Inc. All Rights Reserved | 14 People WANT to feel good about themselves BUT they have bad breath and this makes it difficult. HOW CAN BRAND HELP? It scares them into buying its product. (Inadequacy / Anxiety marketing) LISTERINE
  15. 15. DOVE NATURAL BEAUTY Women WANT to feel confident about themselves BUT the marketing messages of the beauty industry has made this difficult. HOW CAN BRAND HELP?. By celebrating real beauty and telling the truth about all the tricks the industry plays. (Empowerment storytelling)
  16. 16. LYNX Average blokes WANT to be desired by gorgeous girls BUT they aren’t because such women are out of their league. HOW CAN BRAND HELP? It can turn average blokes into sex gods. (Telling a lie to comic effect)
  17. 17. OLD SPICE Average blokes WANT to desired by gorgeous girls BUT they aren’t because such women are out of their league. HOW CAN BRAND HELP? It can’t turn average blokes into sex gods but it can help you smell like one...and then imagine the possibilities! (Telling the truth to comic effect)
  18. 18. ©2013 Critical Mass, Inc. All Rights Reserved | 18 THANK YOU
  19. 19. ©2013 Critical Mass, Inc. All Rights Reserved | 19 LIFE AS A WRITER Created and co-wrote Valiant, an animated feature film released in 2005. Commissioned to write further screenplays for Dreamworks, BBC Films, Working Title, UK Film Council. LIFE AS A CONTENT STRATEGIST Director of Content Strategy, Critical Mass georgew@criticalmass.com @georgew1971 (I don’t tweet much but I do reply!) GEORGE WEBSTER DIRECTOR OF CONTENT STRATEGY, CRITICAL MASS

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