African Cristal Festival - Anouk Paper, Cool brands
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This document discusses the importance of storytelling and being human in branding and communication. It advocates for being relevant to audiences, using emotions, and getting personal. Some key points made include repositioning brands from information providers to friends, engineering messages into easy to understand and memorable stories, and improving industries' images through field trips, interviews and sharing stories/content with target audiences. It also touches on dealing with information overload by providing stories people can relate to, and the importance of treating clients, partners and employees as human.
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African Cristal Festival - Anouk Paper, Cool brands
- 1. ANOUK PAPPERS MAARTEN SCHAFER BRAND ANTHROPOLOGIST AUTHOR - STORYMAKER
- 2. 1. BE RELEVANT 2. USE EMOTIONS 3. BE HUMAN - GET PERSONAL
- 15. RE-POSITIONING From: “Luxury 5 star hotel in 100 cities worldwide” To: “Friend with local knowledge”
- 21. CREATING TALK VALUE ENGINEER THE MESSAGE INTO A STORY - EASY TO UNDERSTAND - EASY TO REMEMBER
- 26. STORYTELLING METHODOLOGY WHAT DO YOU WANT TO TELL? TO WHOM? WHEN?
- 32. IMPROVE THE IMAGE OF THE BRAZILIAN FOOD INDUSTRY “FROM BULK TO BRANDS”
- 33. FIELD TRIP OF 7.000 KM MEETING FOOD PRODUCERS CREATING CONTENT: - STORIES - INTERVIEWS - VIDEO - PHOTO
- 41. IMPROVE THE IMAGE OF THE BRAZILIAN FOOD INDUSTRY “FROM BULK TO BRANDS” TARGET GROEP: FOOD PROFESSIONALS WHEN: ON FOOD FAIRS
- 59. INFORMATION OVERLOAD “IN THIS TIME OF INFORMATION OVERLOAD PEOPLE DO NOT WANT MORE INFORMATION THEY WANT A STORY THEY CAN RELATE TO”
- 60. Your clients are human. Your partners are human. Your employees are human.
- 61. DARE TO BE HUMAN!
- 65. CREATIVE ECOSYSTEM We strongly believe that the snacks category is the main food innovation driver. Yet snacks with a much bigger meaning. Not the negative perception of over processed industrial food. But the gate away to redesign solutions that fit to the new century lifestyle food.
- 66. INNOVATION PARADIGM We aim at unlocking every business category with the help of new side forces. They inject fresh new value and reset the innovation challenge around modern consumer needs and lifestyles.
- 67. QUALITY DEMOCRATIZATION We design new industrial food quality models to diffuse the best to the masses at an everyday affordable price. Like internet and free content, " Quality for all" is the next world food innovation challenge.
- 69. CREATIVE ECOSYSTEM We strongly believe that the snacks category is the main food innovation driver. Yet snacks with a much bigger meaning. Not the negative perception of over processed industrial food. But the gate away to redesign solutions that fit to the new century lifestyle food.
- 71. INNOVATION PARADIGM We aim at unlocking every business category with the help of new side forces. They inject fresh new value and reset the innovation challenge around modern consumer needs and lifestyles.
- 73. QUALITY DEMOCRATIZATION We design new industrial food quality models to diffuse the best to the masses at an everyday affordable price. Like internet and free content, " Quality for all" is the next world food innovation challenge.
- 75. PEOPLE DO BUSINESS WITH PEOPLE CREATE UP TO 48% MORE BUSINESS
- 76. EDUARD MALBOIS – FOUNDER ENIVRANCE DESIGN AGENCY
- 79. SO.... ?
- 80. ARE YOU RELEVANT ? DO YOU USE EMOTIONS ? ARE YOU HUMAN ?
Editor's Notes
- WHO – COMMUNICATION TARGET GROUP IS NOT THE SAME AS TARGET GROUP HOW – THE CONTENT IS THE VEHICULE TO TRANSMIT THE MESSAGE – IT HAS TO BE MEANINGFULL TO THE TARGET GROUP WHEN – WHEN THEY ARE SITTING BEHIND THEIR COMPUTER? WHEN THEY ARE IN THE SUBWAY? WHEN THEY ARE ON SOCIAL MEDIA?
- 3,8 L Twin Turbo V6 – 600 hp – topspeed 310 km/h
- FROM RATIO TO EMOTION
- FROM INFORMATION T0 STORIES
- WHO – COMMUNICATION TARGET GROUP IS NOT THE SAME AS TARGET GROUP HOW – THE CONTENT IS THE VEHICULE TO TRANSMIT THE MESSAGE – IT HAS TO BE MEANINGFULL TO THE TARGET GROUP WHEN – WHEN THEY ARE SITTING BEHIND THEIR COMPUTER? WHEN THEY ARE IN THE SUBWAY? WHEN THEY ARE ON SOCIAL MEDIA?
- WTM brings together 50.000 travel professionals from 186 countries and regions to London for four days. 5.000 exhibitors.
- Travel professionals as second target group
- WHO – COMMUNICATION TARGET GROUP IS NOT THE SAME AS TARGET GROUP HOW – THE CONTENT IS THE VEHICULE TO TRANSMIT THE MESSAGE – IT HAS TO BE MEANINGFULL TO THE TARGET GROUP WHEN – WHEN THEY ARE SITTING BEHIND THEIR COMPUTER? WHEN THEY ARE IN THE SUBWAY? WHEN THEY ARE ON SOCIAL MEDIA?
- WHO – COMMUNICATION TARGET GROUP IS NOT THE SAME AS TARGET GROUP HOW – THE CONTENT IS THE VEHICULE TO TRANSMIT THE MESSAGE – IT HAS TO BE MEANINGFULL TO THE TARGET GROUP WHEN – WHEN THEY ARE SITTING BEHIND THEIR COMPUTER? WHEN THEY ARE IN THE SUBWAY? WHEN THEY ARE ON SOCIAL MEDIA?
- 800 exhibitors- 43.000 professionals
- WHO – COMMUNICATION TARGET GROUP IS NOT THE SAME AS TARGET GROUP HOW – THE CONTENT IS THE VEHICULE TO TRANSMIT THE MESSAGE – IT HAS TO BE MEANINGFULL TO THE TARGET GROUP WHEN – WHEN THEY ARE SITTING BEHIND THEIR COMPUTER? WHEN THEY ARE IN THE SUBWAY? WHEN THEY ARE ON SOCIAL MEDIA?
- Even your social media fans are human. SO BE HUMAN!
- Even your social media fans are human. SO BE HUMAN!
- Even your social media fans are human. SO BE HUMAN!
- Even your social media fans are human. SO BE HUMAN!
- SEND LINKEDIN REQUEST TO EVERYONE IN THE AUDIENCE
- WHO – COMMUNICATION TARGET GROUP IS NOT THE SAME AS TARGET GROUP HOW – THE CONTENT IS THE VEHICULE TO TRANSMIT THE MESSAGE – IT HAS TO BE MEANINGFULL TO THE TARGET GROUP WHEN – WHEN THEY ARE SITTING BEHIND THEIR COMPUTER? WHEN THEY ARE IN THE SUBWAY? WHEN THEY ARE ON SOCIAL MEDIA?