The document emphasizes the importance of effective brand storytelling, outlining a framework for connecting a brand's story with that of its audience. It encourages brands to identify their unique identity, the struggles they combat, and how they can resonate with their audience's experiences. Through understanding and articulating both stories, brands can create deeper engagement with their audience.

2. WHAT BRINGS YOU TO BASECAMP?
Frustration
You know the pain of others not getting your brand story
Determination
You want to get better at capturing and clarifying your story
Excellence
You don’t want to just do storytelling. You’re committed to doing it well.

3. YOU’RE IN THE RIGHT PLACE!

4. TOOLS You will learn how to:
1. Know and Tell your brand story.
2.Enable your audience to see their
story in your brand story.
3.Engage your audiences at a whole
new level.

5. “That’s not what I meant!”

6. “Andrew knows how to unearth a
brand’s story and help them
communicate it in the most
compelling way possible.”
TracyWong
Chairman/Executive Creative Director
AD Age 2017 Agency of the Year
WONGDOODY

7. "Andrew has a unique ability to
identify and strategically
communicate a brand's story. We
are profoundly grateful."
-Erin Koss, CEO, Syte Consulting Group

8. “Andrew has a clear and thought
provoking approach to developing
stories in an insightful way.”
Dave Koranda
Senior Instructor
University of Oregon School of Journalism and Communication
2017 AAF Distinguished Advertising Educator

9. Brands don’t just have stories.
Brands don’t just tell stories.
Brands are stories.

10. Like all good stories, every
brand has a villains, struggles,
heroes, crises, and resolutions

11. CAMPFIRE QUESTION #1:
Who is your brand’s villain?

12. THE TRAIL

13. 1. KNOW YOUR
BRAND STORY
2. KNOW YOUR
AUDIENCE’S STORY
3. CRAFT A
STRATEGY TO
CONNECT BOTH
STORIES

14. THE RESULT:
Your audience sees their story in your story.

15. 1. KNOW YOUR BRAND STORY

16. “Start with WHY”

17. Start with WHO

18. WHO
Speak to WHO your are—your unique identity and the
value that you offer.
WHY
Speak to WHYyou do what you do and the inspiration that
drives you
HOW
Speak to HOWyou develop and distribute your product or
serve.
WHAT
Speak to WHATyou actually do—the product or service
you bring to market.
The Brand Identity Hierarchy

19. CAMPFIRE QUESTION #2:
Which brands have a strong sense of WHO?

20. BEGINNING What inspired the birth of your brand?
HERO
Who are the heroes in your brand story and what do they
share in common?
STRUGGLE
What struggle or villain does your brand exist to combat?
RESOLUTION
What is it like when your brand achieves a victory over your
struggle or villain?

21. YOUR BRAND
STORY

22. 2. KNOW YOUR AUDIENCE’S STORY

23. HERO Who does your audience consider a hero in their story?
STRUGGLE
What struggle or villain does your audience combat?
RESOLUTION What does your audience consider a well-lived life?

24. CAMPFIRE QUESTION #3:
How can you knowyour audience’s story better?

25. YOUR BRAND
STORY
YOUR AUDIENCE
STORY

26. 3. CRAFT A STRATEGY TO
CONNECT BOTH STORIES

27. FANS
PRE FANS
NEVER FANS

28. WHO loves you?
WHY do they love you?
WHO do you love?
WHY do you love them?
WHO do they know?
FANS

29. HOW do your stories overlap?
WHAT do they need?
WHERE do they meet?
HOW can you meet them there?
HOW can they meet each other?
PRE FANS

30. YOUR BRAND
STORY
YOUR AUDIENCE
STORY

31. Your audience sees their story in your story

32. APPLICATION

33. HOW / WHAT

34. DATATELLING

35. “If astoryisnotaboutthehearer,theywillnotlisten.
And here I make a rule—a great and interesting
storyisabouteveryoneoritwillnotlast.“
John Steinbeck

36. 1. Get your story
2. Get your audience’s story
3. Let them know that you get them
3 Steps to Brand Resonance

37. They Get Gotten!