Looking at the first section of the assignment and Storytelling for brands

1. International Marketing
Storytelling and Influencer Strategy FOR BRANDS
International Marketing is becoming a much easier prospect for large and
small businesses a like. With the increasing use of digital marketing and the
rise of the influencer it’s becoming easier for businesses to extend their
marketing efforts for decreasing costs. This assignment will aim to test
your knowledge of both.
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2. Storytelling FOR BRANDS
If you’re expecting the most from your social media
presence, it’s important that you start with a plan in mind
of who you’d like to talk to and how you’re going to engage
them. In this presentation we’ll look at why it’s important
to connect with your audience and how you can
encourage engagement and participation in your
movements.
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Confidence in
leadership

3. If we are told
factswe decode them into
meaning

4. If we are told
a storyOur brains activate
as if we were
experiencing it
First hand

5. “personal stories and gossip make up 65%
of our conversations” - Jeremy Hsu
A massive proportion of our everyday conversations is taken up by personal storytelling and improving your storytelling
skills will not only help you in the business world, but in your everyday relationships too.

6. The evolution of storytelling
Storytelling is as old as humans are and has evolved slowly over time, first from oral cultures and into written cultures. Over many
centuries, the book has been the main medium used for stories – but now the internet has made it easier than ever to share stories.
Cave paintings Language Books The Internet

7. A great story is at the heart of
every successful business
Customers must be convinced to buy your company's products or services, employees and colleagues to go along with a new
strategic plan or reorganization, investors to buy (or not to sell) your stock, and partners to sign the next deal.

8. To enable a brand to increase it’s authority in it’s
industry or sector.
IMPROVE BRAND ADVOCACY
1
To reach a wider audience of engaged and likeminded
customers with a brand.
Expand brand awareness
2
Enable a company to reach a newly identified target audience,
especially beneficial for startup with new product/.
Reach new targeted audiences
3
Why brands use stories
to boost business.
Companies are understanding the importance of storytelling
for marketing and customer retention. Customers no longer
just want to purchase a good or service on cost/quality, but
now also on the vision and story behind the business and
individuals involved with running it.
People trust people, so having someone within your
community endorse a company will increase conversions.
Improve sales conversions
4

9. 79% of adults think it’s a good idea
for brands to tell stories.1
55% would buy from a brand in the
future if they loved a story.
2
66% of people believe the best stories
are from/about regular people.3
Why brands use stories
to boost business.
Companies are understanding the importance of storytelling
for marketing and customer retention. Customers no longer
just want to purchase a good or service on cost/quality, but
now also on the vision and story behind the business and
individuals involved with running it.
43% of all adults wants brand stories to
be humorous.
4

10. TOP TIPS TO tell stories that
influence and inspire action
Storytelling in business

11. FICTION IS YOUR FRIEND
Reading fiction can increase empathy. If
you want someone to do something
that’s never been done before, you’ve
got to help them imagine what this new
world will look like and describe a future
state that touches people emotionally.
EMBRACE YOUR
INNER ORWELL!

12. GET TO THE
POINT
What’s your story really about? What’s the
ONE thing you want to stick in the brains of
the audience? What do you want people to
remember when they’ve heard your story?
Just nail that ONE BIG IDEAS!
What are you
talking about?

13. THE BAR
EXAMGrab some friends or colleagues, go to a
bar and tell them your story. The
environment is relaxed so they sound
engaging, concise and jargon free. If you
can’t keep their attention, it’s because
they don’t understand!
Rememberto drink
lots of water!

14. Empathy is everything
Try to imagine what’s the most
important thing to your
customer/community. People are
complex, so dig deep and find out how to
empathize with their situation. The
more you empathize the more
connected you’ll feel.
What emotion do
you convey?

15. PractiSe makes
Perfect
It takes time to tell the perfect story. Be
willing to make mistakes, to stumble and get
things wrong. The more you tell the story
the more fluid and natural it will become.
Try, try and try
again!

16. A brand story isn’t just a valuable marketing asset, it’s also a brand’s guiding principles and impacts every facet of the
organization. In other words, it’s not just a marketing message, it’s also a sales pitch and a roadmap.
Start with the
problems
Identify market needs
and/or injustices and,
simply, solve them. The
result is a compelling brand
story.
Many interesting stories
are those that take
something everyday and
make it their own.
Redefine an
experience
A small and plucky
underdog in a sector
dominated by big
business is a great story.
Embrace the
underdog status
Find truly devoted
fans and integrate
with their lifestyle and
beliefs.
Foster
communities
Those that
incorporate social
good can fin clear
emotional
connections
Look at doing
some good
Biggest fans can be
Employees, so a visible
founder holds title of
Chief Evangelist.
Have visible
founders
Common traits in brands that ALL nail their brands story
KNOW WHO YOU ARE AND WHAT YOU STAND FOR.

17. Companies telling awesome stories
Here are six companies telling amazing stories that engage and inspire their fans/customers to take action and be part of
their journey. Have a look at them and try to retell their stories.

18. Stories
Travel further
Because stories are so memorable, they're easy for listeners to recount in the
future. So, if you arm your audience with a good story, they'll be able to
communicate the details of your business more clearly.

19. MEDIUMS TO ENABLE COMPANIES TO
connect with its customers
Storytelling in business

20. Through company presentations…

21. …or it’s staff!

22. Pictures paint a thousand words…

28. New words…

29. via email or text…

30. Podcasts…..…

31. Websites…

32. …via social media

33. ...or Videos and films
#1

34. 2. Storytelling
prototypes
Explore different mediums
CHALLENGE ONE | Storytelling for a STARTUP
The first of the Corkscrew Innovation Experienceship is to enable our local Social Enterprise to form a cohesive and compelling story to engage
and inspire action to their followers. It may be the launch of a new product or service, or just to connect the brand with a loyal fan base. Begin!
Brand
storytelling
3. Design for
maximum impact
A style that resonates
1. Develop your
blueprint
Stakeholders, needs & big idea

35. Research and understand your clients current target
audience.
Understand current target audience
1
Look at where and how the client shares their story to
the chosen audience (include what platforms they use).
Analyze current messaging
2
Research and suggest key influencers in the new market and
highlight the reasons for your choice.
Identify new country specific influencers
3
Key steps in project.
Over the course of the assignments there will be some key
milestones to complete to hand back a successful project to
the client. You will need to connect directly with your client
to arrange the initial meeting and understand key
communication over the course of the project, and also to
arrange a convenient time to present back your suggestions.
Suggest how the client can adapt their tone/type of messaging to
connect more effectively with the new audience..
Suggest messaging tweaks for new target
4

36. www.corkscrew.io
Let’s Get
Started!