The document discusses storytelling techniques that can be used by brands. It outlines 7 types of narrative stories and 7 secrets to crafting compelling stories, including choosing a hero and opponent, identifying a crisis, and showing how the crisis can be solved. The document provides examples of how brands like Evian have effectively used storytelling and concludes with tips on how to tell stories through Twitter.

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7 SECRETS TO TELLING A COMPELLING STORY
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22 MAY 2013
@kashadougall
#7storytellsecrets

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STORYTELLING
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 7 types of narrative story
 7 secrets to create your winning story
 How to Tweet your story

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WHAT IS STORYTELLING?
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Stories have existed since the greek times,
What’s new is that brands
are now using the techniques of our ancestors

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ROLE OF A STORY
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Make sense & give meaning
to our existence
To reassure ourselves –
especially during times of crisis

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CHAMPIONS OF STORYTELLING - MEGABRANDS
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7 TYPES OF STORIES
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CLARIFYING & SHARING KNOWLEDGE
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OVERCOME PREJUDICE, BE KNOWN FOR YOUR TRUE VALUE
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CONQUOR AND ADAPT
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INSPIRE CONFIDENCE, BE CLOSE TO YOUR CUSTOMERS
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BE & STAY POWERFUL
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BECOME MORE BEAUTIFUL & MORE DESIRABLE
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FREE UP YOUR SENSES; THERE ARE NO LIMITS
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7 TYPES OF STORY
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1. Clarifying & sharing knowledge: Knowledge
2. Overcome prejudice, be known for your true value:
Work/aknowledgement
3. Conquor and adapt: Victory
4. Inspire confidence, be close to your customers
Reassurance & proximity
5. Be & stay powerful :Power
6. Become more beautiful & more desirable
Love & Seduction
7. Free up your senses; there are no limits : Freedom

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EVIAN
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CASE STUDIES

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THE VIRTUE OF
SERENDIPITY
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SERENDIPITY
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7 SECRETS
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THE PURSUIT
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Becoming N°1 worldwide for xx
Being the best at reassuring the customers about …..
A mission statement on its own is a not a story
Finding the lost paradise

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THE HERO
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Who best will embody your story ?
Founder ? brand itself ? consumer even a geek
Choose a hero who isn’t too perfect, not too bad.
Someone the consumer can identify with

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THE OPPONENT
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THE CRISIS
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SOLVING THE CRISIS
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RETURNING TO REASON
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STORY GOES ON ….
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WHAT IS THE RESULT ?
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Once upon a time (narrative type) a brand (hero)
wanted to achieve great success (pursuit/quest).
Despite the traps (crisis) laid down by the
competitor (opponent), they managed to reach their
target (solving the crisis) thanks to the quality of its
products (return to reason) and its teams, and will
now be able to develop its presence in new
markets (story goes on ….)

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THE SEVEN SECRETS
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SECRET ACTIONS & CONSEQUENCES OF STORYTELLING
PURSUIT
Choose the narrative type
HERO
Choose the hero, brand, product,
founder, client …
OPPONENT
Who / where is the competition ?
CRISIS
List the obstacles on the path to success
(the pursuit)
SOLVING CRISIS
How to measure if the target and
objectives have been met
RETURNING TO
REASON
Taking back control
STORY GOES ON
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Opening up a new chapter ….

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CASE STUDIES

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HOW TO TWEET YOUR STORY
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STORYTELLING ON TWITTER
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A new luxury; living together on the
last paradise on earth and on sea
All the happiness in the world
By sharing our secrets with the
friends of our friends, we are
making the world a more open place

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Helen Fielding
OK. Should not have logged on to
your email but suggest if going on
marriedaffair.com don't use our
children's names as password.
David Lodge
"Your money or your life!" "I'm
sorry, my dear, but you know it
would kill me to lose my
money," said the partially deaf
miser to his wife
AUTHORS TWEET THEIR STORY

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OASIS @OASISBEFRUIT
#QUOIQUILARRIVE ON VA TOUS MÛRIR ...
MES TWEETS DONNENT DE LA PÊCHE À CEUX QUI EN
MANGUENT
#JECOMPRENDRAISJAMAIS POURQUOI CERTAINS
VEULENT COUPER LA POIRE EN DEUX
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OASIS

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CASE STUDIES
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STORYTELLING
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