The document discusses the importance of storytelling in branding, highlighting that 70% of what we learn is through narratives and how brands craft compelling stories to connect with audiences. It categorizes brand narratives into seven basic themes: overcoming the monster, rebirth, quest, journey & return, poor to riches, tragedy, and comedy, providing examples such as Volvo for safety and Harley-Davidson for freedom. Brands like Prudential and IBM are noted for their innovative storytelling approaches that resonate with consumers.

1. 7
basic themes
used by brands
for story telling

2. We love to hear STORY since we’re little kids!

3. There is something in stories that kept us engage.
As it turned out somehow we are programmed to seek and make sense of the world through narratives.

4. %
70
We learn
through
STORIES
Anthropologists contend that 70 % of everything we learn is through stories.
Even as we grow into stubborn adults, we fundamentally remain a
STORYTELLING species.

5. Brand knew about this.
That's why nowadays, more
brands are approaching the way
to become a great
STORYTELLER!

6. They tell compelling stories
about the brand while still hold
truth to their
BRAND’S ESSENCE

7. Here are some examples of
brand which had great
STORIES

8. Volvo’s story: SAFETY

9. Volvo had been telling stories about how safety its car for decades. You can see how they
consistently tell stories about "safety" in every of its communication.

10. Harley’s story: FREEDOM !

11. We don't actually feel more independent on a Harley-Davidson motorcycle than another brand but somehow
Harley had been crafting the stories for so long about "freedom", it implanted the perception in our mind.

12. Jeep’s story: ADVENTUROUS!

13. Jeep had been telling stories about how adventurous people should be.
Recently they even launched an app, "GPS To Get Lost" in order to strengthen the story.

15. Despite there are many
stories been shared by
brands, actually we can
categorize the stories into
7 Basic Themes

16. Here are the
7 Basic Plots
with examples
from some brands.

17. 1
Overcoming the MONSTER

18. 1
The classic type underdog story about David vs Goliath. Ad examples include Apple's attack on Big Brother in "1984"
and American Express's campaign to dent the dominance of Black Friday with Small Business Saturday.

20. 2
REBIRTH

21. 2
The story about renewal. One example of brands which doing this is Prudential, which is sharing story about retirement as the
beginning of a new chapter, not the end of an old one with its campaign, "Day One".

23. 3
QUEST

24. 3
A mission from point A to point B. IBM is one example of brands which proclaimed itself is on a quests for making a smarter planet.
Recently they launched a really simple yet brilliant campaign which got themselves a Cannes Lion award.

26. 4
JOURNEY & RETURN

27. 4
A story about transformation through both journey-and-return.
Corona is one of the brands that also encourages a trip, urging you to "Find your beach" and return refreshed.

29. 5
POOR to RICHES

30. 5
A story about how a brand can climb its way from nothing to become something or from Zero to Hero.
We got Chrysler, which had been crafting a really great story about its cars which rising from the ashes of Detroit.

32. 6
TRAGEDY

33. 6
These are stories of the dark side of humanity and the futile nature of human experience. We usually see this type of stories in
Public Service brand stories, where shock tactics and depressing tales can get people to care about an issue.

35. 7
COMEDY

36. 7
The opposite side of tragedy which is the most used one by lots of brands. This type of story highlight the bright and fun side of
humanity. Old Spice is one brand which did this brilliantly.

38. contact me:
agus.iskandar@gmail.com
@august_iskandar

39. credits
This presentation made based and
inspired by an article on Adweek
(
)
http://www.adweek.com/news/advertising-branding/7-basictypes-stories-which-one-your-brand-telling-144164
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Images
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