The document discusses how brands can use storytelling to engage consumers on an emotional level. It explains that humans are wired to think in stories and that stories spread ideas in a viral way. Great stories show human truths and the consequences of choices. The most effective stories involve conflict and resolution. Examples are provided of brands that have successfully used fictional and true stories about their products' origins to build emotional connections with customers.

2. BRAND STORYTELLINGEngaging consumers and customers through the power of stories

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4. © BUTTERFLY LONDON 2014
BRAND: Noun:
1. (Marketing) a particular product or a characteristic
that serves to identify a particular product
2. (Marketing) a trade name or trademark
3. (Marketing) to give a product a distinctive identity
by means of characteristic design, packaging, etc
4. to place indelibly in the memory

5. PEOPLE THINK THE WORLD
IS RATIONAL
© BUTTERFLY LONDON 2014

6. BUT ACTUALLY, WE ARE
FUELLED BY EMOTIONS
© BUTTERFLY LONDON 2014
“REASON IS NOT AS ‘PURE’ AS MOST OF
US THINK IT IS OR WISH IT TO BE; EMOTION
AND FEELINGS AREN’T INTRUDERS INTO
THE BASTION OF REASON. WE FEEL
BEFORE WE THINK.
IN FACT WE FEEL IN ORDER TO THINK.”
DESCARTES’ ERROR, ANTONIO DAMASI KEVIN ROBERTS, SAATCHI & SAATCHI
“EMOTION, INTUITION, LONG-TERM
MEMORIES AND UNCONSCIOUS
MOTIVATIONS MAKE UP AS MUCH AS 80
PERCENT OF OUR DECISION-MAKING
PROCESSES.
THAT LEAVES JUST 20 PERCENT FOR
LOGIC TO BATTLE OVER.”

7. A BRAND IS A COHERENT SET OF
IDEAS IN YOUR CONSUMER’S MIND

8. © BUTTERFLY LONDON 2014

9. NOW BRANDS ARE BECOMING MORE
LIKE PEOPLE
• A BRAND IS A PERSONIFICATION OF A PRODUCT, SERVICE OR EVEN AN ENTIRE COMPANY
• LIKE A PERSON, IT HAS A NAME, PERSONALITY, CHARACTER AND REPUTATION.
• LIKE A PERSON, YOU CAN RESPECT, LIKE AND EVEN LOVE A BRAND. YOU CAN THINK OF IT
AS A DEEP PERSONAL FRIEND, OR MERELY AN ACQUAINTANCE.
• YOU CAN VIEW IT AS DEPENDABLE OR UNDEPENDABLE, PRINCIPLED OR OPPORTUNISTIC,
CARING OR CAPACIOUS.
• LIKE YOU LIKE TO BE AROUND SOME PEOPLE AND NOT OTHERS, THERE ARE BRANDS THAT
YOU WARM TO AND OTHERS THAT YOU DO NOT.
• PEOPLE HAVE CHARACTER …AND SO DO BRANDS.

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12. “TO CONNECT TO PEOPLE
AT THE DEEPEST LEVEL,
YOU NEED STORIES.”
ROB MCKEE
© BUTTERFLY LONDON 2014

13. STORIES ARE FUNDAMENTAL TO OUR LIVES
SOCIOLOGISTS SAY THAT THE
TELLING OF STORIES BRINGS
COMMUNITIES TOGETHER
PSYCHOLOGISTS BELIEVE THAT
OUR BRAINS ARE HARD-WIRED
TO TELL STORIES - WE INNATELY
KNOW HOW TO CONSTRUCT
STORIES
EVOLUTIONISTS THINK WE
TRANSFER KNOWLEDGE AND
SHARE UNDERSTANDING
THROUGH STORIES GENERATION
TO GENERATION
© BUTTERFLY LONDON 2014© BUTTERFLY LONDON 2014

14. © BUTTERFLY LONDON 2014
GREAT STORIES GIVE
SENSE TO OUR LIVES

15. STORIES ARE LIKE VIRUSES.
© BUTTERFLY LONDON 2014

16. THEY ARE UBIQUITOUS – WE ALL ‘GET’ STORIES, NO MATTER
WHERE WE’RE FROM.
THEY ARE CONTAGIOUS – TELL A STORY TO SOMEONE, AND IF IT
RESONATES IT’LL SPREAD; THE MOST POWERFUL STORIES
DEMAND TO BE RETOLD, AGAIN AND AGAIN.
THEY STICK – THROUGH THE RE-TELLING, THEY EMBED THEMSELVES
IN OUR OWN AND OUR SHARED MEMORY.
© BUTTERFLY LONDON 2014

17. WHAT ARE STORIES ABOUT?
1. STORIES ASK:
“WHAT WOULD
HAPPEN IF?”
2. THEY ARE
ABOUT CHANGE
– HOW AND WHY
THINGS CHANGE
IN LIFE
3. THEY SHOW
HUMAN TRUTHS
– WEAKNESSES,
STRENGTHS, HOPES,
FEARS, DESIRES
4. THEY SHOW
CHOICES – AND THE
CONSEQUENCES OF
THOSE CHOICES
© BUTTERFLY LONDON 2014

19. © BUTTERFLY LONDON 2014

20. “AT THEIR MOST BASIC, STORIES ARE ABOUT
CONFLICT AND RESOLUTION – THE BASIC
TENETS OF LIFE: MAN SUFFERS DIFFICULTY
AND GETS THROUGH IT; WE CAN ALL RELATE
TO THIS. WE ARE ATTRACTED TO THE HUMAN
STRENGTH TO OVERCOME.”
ROB MCKEE
© BUTTERFLY LONDON 2014

21. THE DRAMA INSIDE A STORY COMES FROM THE CONFLICT IT SHOWS.
ALL GOOD STORIES HAVE CONFLICT AT THEIR HEART – THEY SHOW PEOPLE
RESOLVING CHALLENGES, BOTH EXTERNALLY AND INTERNALLY
IT IS WHEN THE HERO IS CHALLENGED THE MOST – WHEN THINGS ARE THE
HARDEST – THAT WE SEE THE MOST CHANGE IN HIM.
© BUTTERFLY LONDON 2014
STORIES ARE ABOUT GREAT
CONFLICT

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A disruption of the status quo
/ an issue to sort
A struggle / conflict
Resolution / return to normality

23. © BUTTERFLY LONDON 2014
ACT 1 ACT 2 ACT 3
Graduallyfacesup
tofatalflaw
Second Major Reversal
- things suddenly change
Hero combats fatal flaw and
completes final challenge
Inciting Incident
- First major reversal
Hero’s darkest moment
Overcome Initial
Challenges
Herofaceshisgreatest
struggle
3 ACT STORY STRUCTURE

24. © BUTTERFLY LONDON 2014
WHAT THEY WANT...WHAT
THEY NEED
WANTS - KILL A SHARK
NEEDS - SHOW THAT HE
HAS CONVICTION
WANTS - SUCCESS IN A
JOB
NEEDS - FIND HERSELF
WANTS - BUILD A BASEBALL
PITCH
NEEDS - FOLLOW HIS DREAM
WANTS - SUCCESS IN A JOB
NEEDS - REBUILD HIS LIFE

25. WHAT ARE STORIES ABOUT?
1. STORIES ASK:
“WHAT WOULD
HAPPEN IF?”
2. THEY ARE
ABOUT CHANGE
– HOW AND WHY
THINGS CHANGE
IN LIFE
3. THEY SHOW
HUMAN TRUTHS
– WEAKNESSES,
STRENGTHS, HOPES,
FEARS, DESIRES
4. THEY SHOW
CHOICES – AND THE
CONSEQUENCES OF
THOSE CHOICES
© BUTTERFLY LONDON 2014

26. © BUTTERFLY LONDON 2014

27. © BUTTERFLY LONDON 2014
PRODUCTION PRODUCT PACK
INGREDIENTS PROVENANCE

28. © BUTTERFLY LONDON 2014
TRUE

29. © BUTTERFLY LONDON 2014
BRASILIAN BREWERY BRAHAMA LAUNCHED A LIMITED
EDITION BEER SELEÇÃO ESPECIAL FOR THE WORLD
CUP 2014.

30. A STORY AROUND THOW IT IS MADE FROM BARLEY GROWN ON
THE GRANJA COMAR FOOTBALL PITCH WHERE BRAZIL’S
WORLD CUP TEAMS HAVE TRAINED FOR DECADES.
© BUTTERFLY LONDON 2014

31. © BUTTERFLY LONDON 2014

32. © BUTTERFLY LONDON 2014
TRUE

33. © BUTTERFLY LONDON 2014
UK BREWERS BREWDOG LAUNCHED “SUNK PUNK” THE
FIRST BEER TO BE CRAFTED AT THE BOTTOM OF THE SEA
AND CONTAINING UNUSUAL INGREDIENTS.

34. THE IDIOSYNCRATIC INDIA PALE ALE WAS BREWED
UNDERWATER AND CONTAINS MARITIME-THEMED
INGREDIENTS SUCH AS BUCKWEED, DISTILLED
SEA-SALT AND RUM.
© BUTTERFLY LONDON 2014

35. THE PRODUCT STORY LIES AROUND HOW BREWDOG GOT
SCOTLAND RID OF A CURSE.
© BUTTERFLY LONDON 2014

36. © BUTTERFLY LONDON 2014
FICTION

37. © BUTTERFLY LONDON 2014
SABMILLER WANTED TO LAUNCH A NEW BEER BRAND IN
RUSSIA WHICH WOULD CELEBRATE RUSSIAN AND AUSTRIAN
HERITAGE IN A MODESTLY PRICED, HIGH QUALITY BEER.

38. OUR 4D METHODOLOGY:
EXPLORING THE DIFFERENT DIRECTIONS THEY COULD TAKE,
FROM PROVENANCE AND INGREDIENTS, TO THE LANGUAGE
OF FRIENDSHIP AND MASCULINITY TO FIND THE FICTIONAL
STORY IT COULD TELL.
© BUTTERFLY LONDON 2014

39. TWO DIFFERENT CHARACTERS
EMERGED:
NOBLE AUSTRIAN
HARD-WORKING RUSSIAN
THE CHARACTERS THE CONFLICT
© BUTTERFLY LONDON 2013
INTELLECT
NOBLE
COUNT
RATIONAL
ACCURACY
LAND
RUSTIC
FARMER
EMOTIONAL
SOUL
THE BASIS OF THE STORY

40. THE 'BALANCE OF OPPOSITES’ AND THE TENSION
BETWEEN ‘ACCURACY’ AND ‘SOUL’.
© BUTTERFLY LONDON 2014

41. BRINGING THE STORY TO LIFE:
PACK
COMMS
ACTIVATION
© BUTTERFLY LONDON 2014
ADVERTISING IDEA
PACKAGING IDEA VIRAL IDEA CROWD SOURCING - Red Square

42. © BUTTERFLY LONDON 2014
TRUE

43. © BUTTERFLY LONDON 2014
NORTH CAROLINA CRAFT BEER BREWERS FULLSTEAM
DEVELOPED A STORY AROUND THE BRAND THAT CONNECTS
THE PRODUCT WITH IT’S SOUTHERN HERITAGE.

44. THE NARRATIVE
AROUND THE
BRAND IS ABOUT A
“SEMI-FICTITIOUS”
CHARACTER,
LIBORIUS
GOLHART,
A SOUTHERN
PLANTATION
WORKER WHO
BREWED BEER
WITH HIS OWN
INGREDIENTS.
© BUTTERFLY LONDON 2014

45. A NOSTALGIC SOUTHERN FEEL:
“ENGRAVED" ILLUSTRATIONS
TEXTURAL ELEMENTS
ECCENTRIC TYPOGRAPHY
...CREATING A VALUABLE CONNECTION WITH ITS AUDIENCE.
© BUTTERFLY LONDON 2014

46. © BUTTERFLY LONDON 2014
FICTION

47. © BUTTERFLY LONDON 2014
AMERICAN CRAFT BEER COMPANY BUZZARD BAY DEVELOPED
A 12 CHAPTER FICTIONAL STORY FOR THEIR LIMITED EDITION
“CASE OF IPA”.

48. THE STORY IS ABOUT A WEALTHY BREWER.
THE READER IS ASKED TO SOLVE THE MYSTERY AS THEY
DRINK THE BEER.
© BUTTERFLY LONDON 2014

49. © BUTTERFLY LONDON 2014
PRODUCTION PRODUCT PACK
INGREDIENTS PROVENANCE

50. IF YOU CAN WRITE A COMPELLING STORY
ABOUT YOUR BRAND, IF YOU CAN DESCRIBE
WHERE YOUR BRAND IS GOING, WHAT IT STANDS
FOR AND WHY IT WILL BE WHAT IT WILL BE…
…YOU WILL BUILD A BRAND PEOPLE
WILL CONNECT WITH, REMEMBER & SHARE

51. ANDREA VISUS
M +44 7531 356 985 (UK)
andrea@butterflylondon.com
We look forward to hearing from you
© BUTTERFLY LONDON 2013
BIANCA CAWTHORNE
M +44 7866 806 367 (UK)
M + 7 917 596 1063 (RU)
bianca@butterflylondon.com