Welcome  to  CoolBrands  House  by  Anouk  Pappers  –  Founder  and  CEO  CoolBrands  House      "Create  Talk  Value"  "We   travel   the   world   and   interview   CEOs   and   CMOs   of   brands.   Our   first  question  is:  "What's  your  story?"  We  talk  about  branding,  personal  vision  and  Corporate   Responsibility.  We   engineer   a  wow-­‐factor   and   stickiness   into   the  stories  to  create  talk  value.  They  are  published  in  CoolBrands,  the  Guru  Book  and  seeded  on  the  web.  During  the  year  we  give  guest  lectures  at  universities  across  Europe  about  brands  and  their  stories.              "From  Word  of  Mouth  to  Word  of  Mouse"  "The   Y-­‐Generation,   or   Millennials,   has   a   more   critical   and   self-­‐deciding  mentality,  which  requires  a  new,  horizontal  approach.  These  people  must  be  considered  and  treated  as  equals.  As  a  result,  the  only  way  to  get  to  them  is  by  horizontal  communication,  or  horizontal   influence.   Internet  allows  brands  to   spread   the   word.   Not   top   down,   but   as   input   for   Consumer   Generated  Content.  Provide  the  information,  be  genuine  and  let  it  lead  its  own  life  in  the  realm  of  word  of  mouth.  Let  the  mouse  run!"        

   

"Seeding  the  Web"  "The  first  thing  to  do  when  you  want  to  tell  the  brand  story  online  is  to  cool  the  content.  The  story  with  stickiness  and  a  wow  factor  can  then  be  activated  through  social  networks,  theme-­‐related  blogs,  pod  casting,  video  casting,  RSS  feeds   and   other   consumer   generated   media.   The   content   that   is   seeded  online  can  cover  all  kinds  of  stories,  anecdotes,  experiences,  testimonials  from  people  within  the  company  or  from  outsiders."      Anouk   Pappers   started   CoolBrands   House   in   2002   to   help   brands   using  storytelling.   CoolBrands   House   developed   from   an   Amsterdam   based  company   with   a   European   scope   to   a   Global   Storytelling   platform,   with  operations   in   Brazil,   Nigeria   and   South   Africa.   Anouk:   “European   and   US  brands  are  interested  in  the  development  in  those  countries  and  Brazilian  and  African  brands  are  looking  at  the  European  and  US  market.  We  do  storytelling  for  both”.