The document summarizes key takeaways from a discussion on storytelling during a Storytelling Expedition organized by Lemon Scented Tea and Adfo Groep. The expedition brought together marketers and storytelling specialists to discuss best practices for creating and sharing new stories. Some of the main points made include that stories don't need to provide all the details to be understood, stories should be relevant to the target audience, quality storytelling has an uncertain outcome, and an activation in the campaign is crucial to bringing the story to life.

1. Story Creating: creating new stories
and share them with the world
through campaigns and content.
How top marketers think about storytelling
By Lemon Scented Tea

2. The Storytelling Expeditions
Together with Adfo Groep, Lemon Scented Tea is
organising Storytelling Expeditions: three boat trips on
the Amsterdam canals, where marketers and storytelling
specialists will discuss the do’s and don’t’s of storytelling.
The theme of the second edition was Story Creating:
creating new stories and share them with the world.
During the session the following claim was discussed:
‘Ideas without storytelling are mayflies’.
Luuk Ros, Editor in Chief at Tijdschrift voor
Marketing/MarketingOnline moderated the discussion.

3. How top marketers think about
storytelling
10 Takeouts

4. “We build chapters in the same story, you don’t have to
read all the chapters to understand the story.”
– Rob van Griensven, Heineken

5. “It’s a good thing to have a great history, it provides for
nice stories. But the most important thing for success is
to tell relevant stories that match the target audience.”
– Inge Konings, Diageo

6. “A quality of storytelling is that you never know the
exact outcome.”
– Madelon Bogers, Vrumona

7. “A story makes it possible to reach different target
groups and still be coherent.”
– Gijsbregt Vijn, Lemon Scented Tea

8. “The history of the product might be more important
than we think.”
– Wyste Hylkema, Red Wing Shoes

9. “The story has to be supported by the entire
organization, if not the brand might fall apart.”
– Karin Hille, Plastic Whale

10. “It is important to tell stories from the spirit of the
brand, not just from its history.”
– Gijsbregt Vijn, Lemon Scented Tea

11. “Storytelling requires manpower, brainpower and
especially flexibility. You must be able to respond to
people who start working with your brand.”
– Rob van Griensven, Heineken

12. “More than ever an activation in your campaign is a
must, it is a serious part of your story.”
- Madelon Bogers, Vrumona

13. “A credible story doesn’t have to be true, it just has to
fit the brand.”
– Karin Hille, Platic Whale