Истории людей vs. истории брендов: почувствуй разницу Автор: Andre Matarazzo, ECD, Partner, Sid Lee

1. No one cares about your story
Why consumers’ stories matter more than brands’

2. Download here
tiny.cc/noonecares

3. Ideas Stories

4. iáííäÉ=RÉÇ=RáÇáåÖ=eççÇ=
Careful who you trust
Be careful who you trust

5. iáííäÉ=RÉÇ=RáÇáåÖ=eççÇ=
eÉ~ÇäÉëë=jìäÉ=
Careful who you trust
Don’t have sex with the priest

6. jçãçí~êç=
You shall win when you work together

7. låÉÖáå=
Beware of social conventions dictating
life’s important choices

8. lê~ä=qê~Çáíáçåë
most insteresting Survive

9. jÉêáí
péêÉ~Ç
^ííÉåíáçå

10. broadcast era

11. broadcast era
jçåÉó
péêÉ~Ç
^ííÉåíáçå

13. digital era

15. jÉêáí
péêÉ~Ç
^ííÉåíáçå

16. Storytellin
Storybuilding
The New Brand
g

17. 1
Find Your Purpose

18. Keep women dry
Empower Women

19. Generate Happiness
Empower Women
Reinforce American Values

21. 2
Invite To Action

22. gìëí=aç=fíK

23. NVMQ Delicious and Refreshing
NVMR Coca-Cola Revives and Sustains
NVMS The Great National Temperance Beverage
NVNT Three Million a Day
NVSP Things Go Better with Coke
NVOP Enjoy Thirst
NVSV It's the Real Thing
NVOQ Refresh Yourself
NVTR Look Up America
NVOR Six Million a Day
NVTS Coke Adds Life
NVOT Around the Corner from Everywhere
NVTV Have a Coke and a Smile
NVOV The Pause that Refreshes
NVUS Red, White & You
NVPO Ice Cold Sunshine
NVUU You Can't Beat the Feeling
NVPV Thirst Asks Nothing More
NVVM You Can't Beat the Real Thing
OMMP Coca-Cola... Real
OMMR Make It Real
NVRT Sign of Good Taste
NVRU The Cold, Crisp Taste of Coke
NVRV Be Really Refreshed
OMMS The Coke Side of Life
OMMV Open Happiness
1886 / 1963
1969 / 2006
2009
Rational
Emotional
Action

24. Expect More, Pay Less.
Just do it.
Make Believe.
Power to you.
Have it your way.
Be more dog.

25. 3
Become The Mentor

26. The Hero’s Journey
Brand
eÉêç

27. The Hero’s Journey
Consumers
eÉêçÉë
Brand
jÉåíçê
Product
qççä

28. Consumers
eÉêçÉë
Brand
jÉåíçê
Product
qççä

29. qÜÉå

30. kçï

31. kçï

32. kçï

33. That’s how your message moves
trustworthy / quick / free

34. Creating People’s
Stories

35. 1.The Story of One
(ok, maybe a tiny bit more)

37. The Story of One
Positive
Highly craft able / emotional
content
Clearly conveys brand purpose
Caution
Don't allow for generation of new
stories / non-empowering, just
inspirational.
Sharp fall on hype curve
Becoming a tired format

38. 2.The Laborious Story

40. The Laborious Story
Positive
High quality results
Caution
Very involved, less participation

41. 3.The One-Button Story

42. ]dê~éÉ

44. The One-Button Story
Positive
Easy to generate // Immense
quantity of story units
Available to (almost) everyone
Fast
Caution
Difficult to travel past inner circle
of friendship

45. 4.The Utilitarian Story

48. The Utilitarian Story
Positive
Perpetual engine: executed many
times.
Caution
Not for the curious, must have
need for the utility

49. 5.The Product Story

54. The Product Story
Positive
Highest degree of brand love
The shared content is the product
Caution
Misuse of product image

55. 6.The Collective Story

58. The Collective Story
Positive
Satiate the crave for connection,
curiosity for comparison.
Connect to something bigger
Challenged to accomplish
Caution
Result can be curious, but shitty
Difficult to fulfill promise

59. 7.The Shareable Story

61. The Shareable Story
Positive
Precise control & branding of
shared content
Caution
Over-branding

62. 8.The Offline Story

66. The Offline Story
Positive
Accessible without technology
Caution
Limited to location & time

67. Inventors Create
Stories

73. lìê=ëíçêó=
Advertising
mêçÇìÅí=
Car

74. qêáÖÖÉê=
Video-Clip

75. qêáÖÖÉê=
Video-Clip
qççä=
Mobile app

76. qêáÖÖÉê=
Video-Clip
qççä=
Mobile app
qÜÉ=ëíçêó=
UsersVideos

77. qêáÖÖÉê=
Video-Clip
qççä=
Mobile app
qÜÉ=ëíçêó=
UsersVideos
mêçÇìÅí=
Music

78. Find your brand’s higher purpose.
!
Stop telling people how good you are, start
telling them how great they can be.
!
Start now.

79. Thank you
and.matarazzo@gmail.com