Every company & their brand has a unique story to tell, but we've all been doing it wrong. We should be telling the story of our consumers if we want to get their attention. That's because building a brand requires consumer empathy, authenticity, and relatable moments that only a story can provide. Find out the secret to amazing brand storytelling from a former P&G brand storyteller who's been teaching brands & startups how to pitch.

1. Marvin Abrinica
Founder, Thrivera Advisory Group
@marvinador
Every Brand Has a Story to Tell

3. “Authen;city is the new currency of brand building,
and stories are how we reach our consumers.”
@marvinador

4. “Thank You Mom”, Dir.Alejandro González Iñárritu. Procter & Gamble, 2012. Commercial

5. At the heart of every story
is a Resona;ng Truth
@marvinador

6. It Starts with a Founder
You are the brand’s first consumer

7. Purpose
The “Why?”
Mo;va;on
Passion
“A brand is not so much about
ra;onal arguments, but the way that
the company resonates with people
emo;onally.”
-­‐ Steve Jobs

8. “If something is important enough, you should try,
even if the probably outcome is failure.”
-­‐ Elon Musk
Vision
Beyond limits
Imagina;on
Inspires

9. Occupy Mars
Photo: Bloomberg Business 2015

10. The Hero’s Journey
Consumer’s
^

11. The Consumer’s Journey
Consumer Problem Goal
@marvinador

12. Titanic, Dir. James Cameron Perf. Kate Winslet, Billy Zane, Leonardo DiCaprio, & Gloria Stuart. 20th Century Fox, Paramount, & Lightstorm. 1997 Film.

13. Everyone has Story
Great brands become part of her story
- John Koenig

14. Get Out of the Building
Your consumer has a story to tell.
Listen, understand the problem, &
serve her needs.
@marvinador

15. Your Brand is the Mentor
Star Wars: The Empire Strikes Back, Dir. Irvin Kershner. George Lucas Perf. Mark Hamill & Frank Oz. Lucasfilm. 1980 Film.

16. Your Brand Helps Her Overcome the Obstacle
Obstacle TreasureConsumer & Brand
@marvinador

17. The Role of Conflict
Conflict creates empathy
Draws emo?onal interest
Demands a response

19. If the Obstacle is Small, the Treasure is Small
Conflict TreasureConsumer & Brand
@marvinador

20. The Bigger the Obstacle, the Bigger the Treasure
Conflict TreasureConsumer & Brand
@marvinador

21. Treasure is both Functional & Emotional
Conflict TreasureConsumer & Brand
The benefits the
Consumer Experiences

22. “Always, Like a Girl”, Dir. Lauren Greenfield. Procter & Gamble, 2014. Commercial

23. #likeagirl

24. When the Consumer Wins Everyone Shares in the Victory
Obstacle Treasure & ElixirHero & Mentor
@marvinador

25. Elixir: Payoff Moment
The Hunger Games, Dir. Gary Ross. Perf. Jennifer Lawrence. Lionsgate & Colorforce. 2012 Film.

26. Great Brands Telling Authen?c Stories

27. For Brands with a story to tell
Marvin Abrinica
marvin@thrivera.io
Thank You!