A tool fo strategic planning inspired by hollywood best script doctors storytelling principles. 7 stages to better think & express your brand strategy.

1. storyplanning!

3. STRATEGY
IS STORY
STRATEGY
IS STORY

4. A CERTAIN TYPE OF !
PERSON !
HAS A CERTAIN GOAL, AND
ENCOUNTERS OBSTACLES!
THAT HAVE CHANGED HIM/HER
WHEN FINALLY THEY DO (OR DO
NOT) ACHIEVE THAT GOAL.

5. A CERTAIN TYPE OF !
PERSON !
HAS A CERTAIN GOAL, AND
ENCOUNTERS OBSTACLES!
THAT HAVE CHANGED HIM/HER
WHEN FINALLY THEY DO (OR DO
NOT) ACHIEVE THAT GOAL.
BRAND/ PRODUCT

6. 6!

7. ONCE UPON A TIME THERE WAS ___. EVERY DAY,
___. ONE DAY ___. BECAUSE OF THAT, ___.
BECAUSE OF THAT, ___. UNTIL FINALLY ___.
7!
PIXAR_22 RULES OF STORYTELLING_RULE N.4

8. JOHN TRUBY_THE ANATOMY OF A STORY_2007

10. PLAN IS THE STORY
STORY IS THE PLAN

11. DRAMA
SEXY
SHARP
DRAMA !
SEXY !
SHARP!

12. 1 2 3 4 5 6 7

13. SERENDIPITY!
RECHERCHE
0

14. serendipity :
making discoveries, by accidents and
sagacity, of things they were not in
quest of.
(horace walpole)

15. P E O P L E !
C U L T U R E !
B U S I N E S S !
B R A N D / P R O D U C T !
C O M M S !
C O M P E T I T I O N !

16. malcolm gladwell_happiness, choice and
spaghetti sauce
h t t p : / / e d . t e d . c o m / l e s s o n s / m a l c o l m - g l a d w e l l - o n - s p a g h e t t i -
s a u c e

17. GIANT DOODLE
!
PRELIMINARY
SESSION
TOOL

18. IDENTIFY!
THE!
WEAKNESS/
NEED
1

19. =WHAT IS !
THE CHARACTER’S
PROBLEM/ FAILURE/
WEAKNESS/ NEED?!
(MAY EVEN BE UNCONSCIOUS)

20. 20!
overprotected by his father

21. 22!
time poor

22. 23!
mobile is the
automobile
frienemy

23. 24!

24. WHAT IS THE MAIN CHARACTER’S CURRENT NEED/ WEAKNESS?/ WHERE ARE WE
NOW?
----------------------------------------------------------------------------------
1

25. SET THE
DESIRE
2

26. =WHAT DOES YOUR
MAIN CHARACTER
WANT TO WIN, GAIN,
GET, OR ACHIEVE
DURING THE COURSE
OF THE SCREENPLAY/
STRATEGY?

27. =WHAT IS THE OBJECTIVE?

28. THE BEST POSSIBLE
OUTCOME
SESSION
TOOL

29. =QUEL EST LE MEILLEUR
ABOUTISSEMENT QUE
L’ON PUISSE IMAGINER? !
!

30. T H I S I S W E R E W E A R E
T H I S I S W E R E W E W A N T T O B E

31. =WHAT IS THE SUPER-
OBJECTIVE?

32. !
IDENTIFY WHAT
DRIVES IT/ HIM!
WHAT IS THE CHARACTER’S
DRAMATIC NEED* ?!
!
( * S Y D F I E L D ) !

33. « ALL WELL-DRAWN CHARACTERS
HAVE A SPINE . AND THE IDEA IS
THAT THE CHARACTER HAS AN
INNER MOTOR, A DOMINANT,
UNCONSCIOUS GOAL THAT THEY'RE
STRIVING FOR, AN ITCH THAT THEY
CAN'T SCRATCH. »
ANDREW STANTON_THE CLUES OF A GREAT STORY

34. ANDREW STANTON_THE CLUES OF A GREAT STORY!
http:/ /w ww.ted.com/talks/
andrew _stanton_the_clues_to_a_great _stor y

35. THE SPINE
SESSION
TOOL

36. 37!
BECOME A BETTER
MAN

37. NOT BEING JUST ANOTHER
EVERYMAN

38. FIND
THE
GLORY
BACK

39. 40!
STAY OUT OF
TROUBLE

40. 41!
PREVENT
HARM

41. 42!
DO
WHAT’S
BEST FOR
ITS CHILD

42. 43!
FIND THE
BEAUTY

43. 44!
TO
PLEASE
HIS
FATHER

44. 45!
FIGURE
OUT WHAT
IS HIS
PLACE IN
THE
WORLD

45. 46!
ESCAPE
BACKWOODS
POVERTY

46. 47!
FIND OUT
WHO HE
IS

47. TAKE CARE
OF HIS
FAMILY

48. 49!
EMPOWER
YOUTH

49. REVENGE OF
HIS
PARENTS’
DEATH

50. 51!
AVENGING THE
DEATH OF HER
UNBORN BABY

51. 52!
IMPROVE
HERSELF

52. 53!
FREE INDIVIDUALS

53. 54!
MAKE MODERN
TIMES LIVELIER
AND HAPPIER

54. GIVE JOY

55. 56!
INSPIRE PEOPLE TO
TAKE ACTION

56. =WHAT IS THE BRAND
PURPOSE? !
THE BRAND CREDIBLE ROLE IN
PEOPLE’S LIVES

58. brand purpose
the promise and the consumer benefit locked within it
the promise of a role for the brand in your life, not just
selling a product/service
our credible meaningful role in your life (not what we want
to sell about us)
8 words maximum
a sense of an end-point, a destination, a north star
S O U R C E : D R O G A 5

59. 61!

60. 62!
Help you hear the
music the way the
artist intended it

61. 63!

62. 64!
Help people to give
more space to time

63. >>>WHAT IS ITS POINT OF VIEW.!
T H E WAY H E S E E S T H E W O R L D
SESSION
TOOL

64. 69!
THIS IS A DIRTY
WORLD AND
SOMEONE’S GOTTA
CLEAN IT UP

65. 70!

66. 71!

67. WHAT IS THE MAIN CHARACTER’S CURRENT NEED/ WEAKNESS?/ WHERE ARE WE
NOW?
----------------------------------------------------------------------------------
WHAT DOES THE MAIN CHARACTER WANT TO WIN, GAIN, GET OR ACHIEVE ON SHORT/
LONG TERM? WHERE DO WE WANT TO BE? WHO DO WE WANT TO BE?
----------------------------------------------------------------------------------
1
2

68. IDENTIFY!
OPPONENT!
3

69. =WHAT NEEDS TO BE
FOUGHT AGAINST
AND WHY IS IT
GOING TO BE SO
HARD?

70. WHAT ARE THE
ANTAGONISMS?!WHO IS THE ENEMY/ THE VILLAIN!
WHAT ARE THE OBSTACLES!
WHO OR WHAT IS STOPPING THE PROTAGONIST
FROM ACCOMPLISHING THEIR GOAL

71. T H E R E A R E T H E O B S TA C L E S A N D
A N TA G O N I S M S

72. >>>WHAT IS HE IN CONFLICT WITH?!
C F. L I N D A S E G E R ( 1 9 9 4 ) _ M A K I N G A G O O D S C R I P T G R E A T
PERSONAL - UNCERTAINTY OR SELF-DOUBT, A STRUGGLE WITH CONSCIENCE!
RELATIONAL - WITH A LOVE INTEREST, FAMILY OR FRIENDS, WORK COLLEAGUES!
SOCIETAL - WITHIN THE CHARACTER’S SOCIAL ENVIRONMENT!
SITUATIONAL - THE PHYSICAL ENVIRONMENT!
COSMIC - VERSUS GOD OR SATAN (OR SOME OTHER DEITY/IES)!
!
!
SESSION
TOOL

73. PERSONAL
UNCERTAINTY OR SELF-
DOUBT, A STRUGGLE WITH
CONSCIENCE

75. WHEN IT COMES TO
INTERACTING WITH
YOUR CUSTOMERS,
MORE ISN'T BETTER.!
HARVARD BUSINESS REVIEW_THREE MYTHS ABOUT WHAT CUSTOMERS WANT_KAREN FREEMAN, PATRICK
SPENNER AND ANNA BIRD_MAI 2012
dominos pizza_turnaround
h t t p : / / w w w . y o u t u b e . c o m / w a t c h ? v = A H 5 R 5 6 j I L a g

76. 83!
RELATIONAL
WITH A LOVE INTEREST, FAMILY OR
FRIENDS, WORK COLLEAGUES!

77. 84!
SOCIETAL
WITHIN THE CHARACTER’S
SOCIAL ENVIRONMENT!
!

78. 85!
SITUATIONAL
THE PHYSICAL ENVIRONMENT!
!
!

79. 86!
COSMIC
VERSUS GOD OR SATAN (OR
SOME OTHER DEITY/IES)!
!
!

80. you admire a character for
trying more than for their
successes.!
R U L E # 1
T H E 2 2 R U L E S O F S T O R Y T E L L I N G , A C C O R D I N G T O
P I X A R _ E M M A C O A T S

81. FISHBONING
SESSION
TOOL

82. 89!

83. 90!

84. 92!
!INSIGHTS

85. AT THAT POINT: !
SOMEONE WANTS SOMETHING
VERY BADLY, AND IS HAVING A
LOT OF TROUBLE GETTING IT.!

86. WHAT IS THE MAIN CHARACTER’S CURRENT NEED/ WEAKNESS?/ WHERE ARE WE
NOW?
----------------------------------------------------------------------------------
WHAT DOES THE MAIN CHARACTER WANT TO WIN, GAIN, GET OR ACHIEVE ON SHORT/
LONG TERM? WHERE DO WE WANT TO BE? WHO DO WE WANT TO BE?
----------------------------------------------------------------------------------
WHAT NEEDS TO BE FOUGHT AGAINST AND WHY IS IT GOING TO BE SO HARD?
----------------------------------------------------------------------------------
1
2
3

87. WHAT IS THE
PROBLEM TO
SOLVE?

88. WHAT IS THE MAIN CHARACTER’S CURRENT NEED/ WEAKNESS?/ WHERE ARE WE
NOW?
----------------------------------------------------------------------------------
WHAT DOES THE MAIN CHARACTER WANT TO WIN, GAIN, GET OR ACHIEVE ON SHORT/
LONG TERM? WHERE DO WE WANT TO BE? WHO DO WE WANT TO BE?
----------------------------------------------------------------------------------
WHAT NEEDS TO BE FOUGHT AGAINST AND WHY IS IT GOING TO BE SO HARD?
----------------------------------------------------------------------------------
1
2
3
WHAT IS
THE
PROBLEM
TO
SOLVE?

89. EXPLORE
MAP YOUR
PLAN/
STORY
BUSINE
SS
COMPE
TITION
PEO
PLE
COMMS
CULT
URE
US
INTEGRATED STRAT & COMMS PLANNING
AD &
MEDIA
CREATIVE
BRIEF
C
H
A
N
G
E
BIG
organising
IDEA
WHAT IS THIS ALL ABOUT?
PLEASE, QUESTION
COMMS
ARCHI
TECTURE
3 6 5 / O P T I M I Z AT I O N
SERENDIPITY
WHAT HAVE YOU SEEN?
WHAT IS BIG?
STRATEGIC PLAN
HOW YOU GO FROM A (PROBLEM) TO B
(OBJECTIVE)?
PROBLEM
TO SOLVE
WHAT IS TO
BE SOLVED?
WHAT IS THE STORY
TO BE EXPERIENCED
BY PEOPLE?
HOW YOU
BRING THIS
EXPERIENCE
TO LIFE?
HOW YOU
KNOW IF
IT’S A
SUCCESS
CLIENT
BRIEF
HOW YOU KEEP MAKING IT BETTER,
STRONGER, BIGGER, MORE EFFICIENT?
BRAND
PURPOSE
SHORT
TERM
LONG
TERM
OBJ
EMAN
MAP
Q&A
INSIGHTS

90. MAKE THE
PLAN
4

91. =WHAT IS THE STRATEGY?

92. what are we doing to get there?

94. =WHAT IS THE TASK?!
VS THE PROBLEM TO SOLVE!
!
WHAT’S THE ROLE FOR COMMS?!

95. 105!

96. 106!

97. 107!
win florida by
breaking down the
false perception

98. what are we doing to get there?

99. 113!
>change the question
how do you improve mouse traps ?
= mouse traps solutions
vs how to get rid of mice ?
>storyboarding
start with 6 (goal) then 1 (starting point/ where you are today)…
SESSION
TOOL

100. A
B
what are we doing to get
there?
where are we now?
where do we want to be?
what are we doing to get
there?
what are we doing to get
there?
what are we doing to get
there?

101. =WHAT IS THE IDEA?!
ORGANISING IDEA !
BIG IDEA

103. 117!

104. 118!

105. 119!

106. 120!

107. 121!

108. THE IDEA IS YOUR !
WAR CRY, SO !
NAME THE IDEA

109. DRAMA IN ANTICIPATION MINGLED
WITH UNCERTAINTY!
!
STRATEGY TOO.

112. "SEX IS VERY DIFFICULT IN ZERO
GRAVITY, APPARENTLY, BECAUSE YOU
HAVE NO TRACTION AND YOU KEEP
BUMPING AGAINST THE WALLS ... !
YOU HAVE NO FRICTION, YOU HAVE NO
RESISTANCE. »

113. HOW WE ARE
GOING TO
SOLVE THE
PROBLEM

114. WHAT IS THE MAIN CHARACTER’S CURRENT NEED/ WEAKNESS?/ WHERE ARE WE
NOW?
----------------------------------------------------------------------------------
WHAT DOES THE MAIN CHARACTER WANT TO WIN, GAIN, GET OR ACHIEVE ON SHORT/
LONG TERM? WHERE DO WE WANT TO BE? WHO DO WE WANT TO BE?
----------------------------------------------------------------------------------
WHAT NEEDS TO BE FOUGHT AGAINST AND WHY IS IT GOING TO BE SO HARD?
----------------------------------------------------------------------------------
WHAT IS THE PLAN TO SOLVE THE PROBLEM? WHAT IS THE TASK AND WHAT IS THE BIG
IDEA TO ACHIEVE IT?
----------------------------------------------------------------------------------
1
2
3
4
WHAT IS
THE
PROBLEM
TO SOLVE

115. THE
BATTLE
5

116. =HOW DOES THE
IDEA COME TO LIFE?

117. = bring idea to life,
activate

118. 134!

119. 135!

120. CREATIVE
BRIEF

121. U s e a d v e r t i s i n g a s a s i g n p o s t
t o i n v i t e p e o p l e t o w a n t t o
d i s c o v e r m o r e o f t h e b r a n d
s t o r y
H e l p b r a n d
f o l l o w e r s t o
d i s c o v e r o u r
c o n t e n t fi r s t a n d
w a n t t o b e t h e fi r s t
o n e s t o s h a r e
E x t e n d t h e
o p p o r t u n i t y f o r o u r
TA t o e n g a g e w i t h
t h e b r a n d s t o r y a n d
w a n t t o s e a r c h f o r
m o r e
C o m m u n i c a t e
t h e d e t a i l s o f
t h e o f f e r i n t h e
m o s t
c u s t o m i z e d w a y
t o f a c i l i t a t e
a c t i v e m a p p i n g
I n s p i r e u s e r s t o b e c o m e
a d v o c a t e s f o r t h e b r a n d
a n d w a n t t o p a y m o r e f o r
m o r e o f R e n a u l t
EXPERIENCE
JOURNEY

122. ROLES FOR COMMS
COMMS BRIEF TEMPLATE
D E S I R E D
A U D I E N C E
B E H A V I O U R
A S S E T S &
IDEAS WE’LL
C R E A T E
C H A N N E L S
TO ACTIVATE
INVITE
Use advertising as a signpost
to invite people to want to
discover more of the brand
story
CONVINCE
engage audience attention
via content and personal
interactive media to make
them want to share and
search for more
ADVOCACY
Inspire users to become
advocates and want to pay
more for more of the brand
via direct relationship based
media
ACTION ACTIVITIES KEY CHANNELS
CONVERT
communicate the details of
the offer in the most
customized way via
performance media to drive
purchase conversion
SHARE
maketheexperiencesharedateverystageviasocialmedia
throughwhichpeoplesharecomment
I see an ad, I see a the
brand/ product that makes
me want to discover more
of the brand story
I engage with the brand
content and I want to be
the first one to share/
search for more of the
product
I actively evaluate the
product against my needs
& wants until I want to buy
it
I use the product, I’m
involved in a relationship
with the brand and I want
to share my experience
with others/ want more
services
BRAND PURPOSE:______________________________________________
OVERALL PROBLEM TO SOLVE/ TASK:_____________________________________________
BIG (ORGANISING) IDEA: ________________________________________
INTEGRATED
BRIEF

123. HOW WE
SOLVE THE
PROBLEM

124. WHAT IS THE MAIN CHARACTER’S CURRENT NEED/ WEAKNESS?/ WHERE ARE WE
NOW?
----------------------------------------------------------------------------------
WHAT DOES THE MAIN CHARACTER WANT TO WIN, GAIN, GET OR ACHIEVE ON SHORT/
LONG TERM? WHERE DO WE WANT TO BE? WHO DO WE WANT TO BE?
----------------------------------------------------------------------------------
WHAT NEEDS TO BE FOUGHT AGAINST AND WHY IS IT GOING TO BE SO HARD?
----------------------------------------------------------------------------------
WHAT IS THE PLAN TO SOLVE THE PROBLEM? WHAT IS THE TASK AND WHAT IS THE BIG
IDEA TO ACHIEVE IT?
----------------------------------------------------------------------------------
HOW DOES THE IDEA LIVES CONCRETELY?
---------------------------------------------------------------------------------
1
2
3
4
5
WHAT IS
THE
PROBLEM
TO SOLVE
HOW WE
SOLVE IT

125. SELF-
REVELATION
6

126. =WHO HAVE YOU
BECOME?

127. WHAT IS YOUR NEW
POSITIONING, YOUR
NEW ROLE TO PLAY?

129. WHAT IS THE MAIN CHARACTER’S CURRENT NEED/ WEAKNESS?/ WHERE ARE WE
NOW?
----------------------------------------------------------------------------------
WHAT DOES THE MAIN CHARACTER WANT TO WIN, GAIN, GET OR ACHIEVE ON SHORT/
LONG TERM? WHERE DO WE WANT TO BE? WHO DO WE WANT TO BE?
----------------------------------------------------------------------------------
WHAT NEEDS TO BE FOUGHT AGAINST AND WHY IS IT GOING TO BE SO HARD?
----------------------------------------------------------------------------------
WHAT IS THE PLAN TO SOLVE THE PROBLEM? WHAT IS THE TASK AND WHAT IS THE BIG
IDEA TO ACHIEVE IT?
----------------------------------------------------------------------------------
HOW DOES THE IDEA LIVES CONCRETELY?
---------------------------------------------------------------------------------
WHO HAVE YOU BECOME AFTER ALL THIS?
----------------------------------------------------------------------------------
1
2
3
4
5
6
WHAT IS
THE
PROBLEM
TO SOLVE
HOW WE
SOLVE IT

130. NEW
EQUILIBRIUM
7

131. =WHAT IS NOW
RADICALLY
DIFFERENT AND
WHAT IS GOING TO
START NOW?

132. =PICTURE!
THE NEW!
ORDER !

134. !
THIS IS ALSO A NEW
STARTING POINT. THE NEXT
STORY WON’T BE BASED ON
THE SAME SETTINGS.

135. CINDERELLA IS A
MOM

136. AFTER EVER AFTER_JON COZART

137. HOW WE
KNOW IT’S A
SUCCESS

138. WHAT IS THE MAIN CHARACTER’S CURRENT NEED/ WEAKNESS?/ WHERE ARE WE
NOW?
----------------------------------------------------------------------------------
WHAT DOES THE MAIN CHARACTER WANT TO WIN, GAIN, GET OR ACHIEVE ON SHORT/
LONG TERM? WHERE DO WE WANT TO BE? WHO DO WE WANT TO BE?
----------------------------------------------------------------------------------
WHAT NEEDS TO BE FOUGHT AGAINST AND WHY IS IT GOING TO BE SO HARD?
----------------------------------------------------------------------------------
WHAT IS THE PLAN TO SOLVE THE PROBLEM? WHAT IS THE TASK AND WHAT IS THE BIG
IDEA TO ACHIEVE IT?
----------------------------------------------------------------------------------
HOW DOES THE IDEA LIVES CONCRETELY?
---------------------------------------------------------------------------------
WHO HAVE YOU BECOME AFTER ALL THIS?
----------------------------------------------------------------------------------
WHAT DOES THE NEW WORLD LOOK LIKE? AND WHAT IS GOING TO START NOW?
----------------------------------------------------------------------------------
1
2
3
4
5
6
7
WHAT IS
THE
PROBLEM
TO SOLVE
HOW WE
SOLVE IT
HOW WE
KNOW
IT’S A
SUCCESS

139. IL ETAIT UNE FOIS ____________ (MARQUE) QUI
_______________________________________________________________
____________________________________________________ (WEAKNESS).
POURTANT ____________ (MARQUE) VOULAIT ABSOLUMENT
_______________________________________________________________
_______________________________________________________(DESIRE).
OR, C’ETAIT COMPLIQUE ________________________________
_____________________________________________________(OPPONENT).
__________ (MARQUE) DECIDA ALORS DE
_______________________________________________________________
_______________________________________________________________
________________________________________________________(PLAN)
DE LA MANIERE SUIVANTE:
_______________________________________________________________
_______________________________________________________________
_______________________________________________________(BATTLE).
EN CONSEQUENCE DE QUOI, ___________ (MARQUE) DEVINT
______________________________________________ (SELF-REVELATION).
CE QUI EUT POUR EFFET DE
_______________________________________________________________
_______________________________________________(NEW EQUILIBRIUM).

141. EXPLORE
MAP YOUR
PLAN/
STORY
BUSINE
SS
COMPE
TITION
PEO
PLE
COMMS
CULT
URE
US
INTEGRATED STRAT & COMMS PLANNING
AD &
MEDIA
CREATIVE
BRIEF
C
H
A
N
G
E
BIG
IDEA
WHAT IS THIS ALL ABOUT?
PLEASE, QUESTION
COMMS
ARCHI
TECTURE
3 6 5 / O P T I M I Z AT I O N
SERENDIPITY
WHAT HAVE YOU SEEN?
WHAT IS BIG?
STRATEGIC PLAN
HOW YOU GO FROM A (PROBLEM) TO B
(OBJECTIVE)?
PROBLEM
TO SOLVE
WHAT IS TO
BE SOLVED?
WHAT IS THE STORY
TO BE EXPERIENCED
BY PEOPLE?
HOW YOU
BRING THIS
EXPERIENCE
TO LIFE?
HOW YOU
KNOW IF
IT’S A
SUCCESS
CLIENT
BRIEF
HOW YOU KEEP MAKING IT BETTER,
STRONGER, BIGGER, MORE EFFICIENT?
Q&A
INSIGHTS