This document discusses the importance of storytelling for marketing and connecting with customers. It argues that people do not always listen or behave as expected because marketers do not understand their customers' perspectives. It then provides examples of using small, simple stories as well as metaphors, archetypes, and story arcs to help make brands more meaningful and relevant to customers. The document advocates employing both left and right brain tactics to tap into well-known story structures that audiences can relate to as part of an effective brand storytelling strategy.

1. StorytellingWhat Makes Your Customers Tick?Mark LightowlerGlobal Brand Director, Novartis& Storytelling Blogger1

2. A Marketing ProblemWhy do people seem not to listen to you?Why don’t they do what you expect ?Because they don’t understand you!Do you understand them!2

3. Complete These StoriesWhen a great white shark starts attacking beachgoers in a coastal town during high tourist season, a water-phobic Sheriff must assemble a team to hunt it down before it kills againPursued by a jealous queen, hides with the Dwarfs; the queen feeds her a poison apple, but Prince Charming awakens her with a kiss.3

4. Storytelling to CustomersSmall Simple StoriesStorytelling ManifestoTransmedia in Storytelling4

5. Small Simple Stories Sell5

6. Its Friday night….. 6

7. Storytelling and BrandsStorytelling is a way of creating long-lasting meaning, understanding, relevanceThe ability to spread these stories are goals of our communication7

8. Origin of Stories8

9. Making a Connection 9

10. Making a Connection ColdRawDeadFish10

11. Its Not About You11

12. Find Their Stories**Deep Metaphors ™is an Olson Zaltman Trademark12

13. Brand Storytelling ManifestoEmploy left and right brain tacticsFulfil human hierarchy of needsDig for metaphors and archetypesPersuasions, motivation and enthusiasmCreate evidence based storiesChoose your point of viewEngage word of mouth advertisingOpen source brandingMake your brand authenticHave a beyond the brand strategy13

14. Hierarchy Of Needs14

15. MetaphorsMetaphors make sense of our culture and society and are our conceptual systemMetaphors are our way of understanding and communicating comparative value 15

16. Example Metaphors“COPD is like living on a tight rope. When there is no wind everything is fine. With wind things become rocky. I’m afraid ill fall and something will break”“Hepatitis B- Its like I want to just wash my blood and be clean”HIV – The infections begins with a bushfire in the immune system. MS- I though I was unstoppable- Much like the titanic16

17. ArchetypesArchetypes are people or objects (protagonists or antagonists) that typify well known characters. They assign brands meaning and relevanceArchetypes and story arcs enable us to tap into a small number of well known stories that all audiences know17

18. CompanionSageJester12 Positive ArchetypesMagicianPatriachEnchantressEarth MotherWarriorGardianExplorerExplorerLover

19. Story Arcshttp://www.ipressgames.com/downloads/download.html19

20. Creating a Fan BaseResonanceAuthenticityPersuasionMotivationInfluence20

21. Conflict & Auto Completion21

22. Varied Visual Volume22

23. The Rise of TransmediaWith digital media your audience has the ability to control the story23

24. Small Simple Stories Sellwww.newbrandstories.wordpress.com24