why stories are vital for branding
Post on 21-Oct-2014
5.179 views
DESCRIPTION
TRANSCRIPT
![Page 1: Why Stories are Vital for Branding](https://reader034.vdocuments.mx/reader034/viewer/2022051816/54467ff4b1af9fed3a8b4630/html5/thumbnails/1.jpg)
WHY
STORIESARE VITAL FOR
BRANDINGa manifesto from LUKSO Story & Strategy
check more stuff on www.storybeats.com.br
![Page 2: Why Stories are Vital for Branding](https://reader034.vdocuments.mx/reader034/viewer/2022051816/54467ff4b1af9fed3a8b4630/html5/thumbnails/2.jpg)
What would you do if you had the responsibility of giving a
SPEECH FOR GRADUATESof one of the most important
UNIVERSITIES IN THE WORLD?
![Page 3: Why Stories are Vital for Branding](https://reader034.vdocuments.mx/reader034/viewer/2022051816/54467ff4b1af9fed3a8b4630/html5/thumbnails/3.jpg)
"NO BIG DEAL, JUST 3 STORIES"http://www.youtube.com/watch?v=UF8uR6Z6KLc
![Page 4: Why Stories are Vital for Branding](https://reader034.vdocuments.mx/reader034/viewer/2022051816/54467ff4b1af9fed3a8b4630/html5/thumbnails/4.jpg)
What would be the
LAST IMAGEthat you would like to leave at the
AUDIENCE'S MINDafter the speech of your life?
![Page 5: Why Stories are Vital for Branding](https://reader034.vdocuments.mx/reader034/viewer/2022051816/54467ff4b1af9fed3a8b4630/html5/thumbnails/5.jpg)
"ONE STORY THAT I WOULD LIKE TO LEAVE WITH YOU TODAY".http://www.youtube.com/watch?v=K3LoN4r5kuo&feature=PlayList&p=C01
438B9738CD854&playnext=1&playnext_from=PL&index=4
![Page 6: Why Stories are Vital for Branding](https://reader034.vdocuments.mx/reader034/viewer/2022051816/54467ff4b1af9fed3a8b4630/html5/thumbnails/6.jpg)
GREAT STORIESGIVE SENSE TO OUR LIFES
![Page 7: Why Stories are Vital for Branding](https://reader034.vdocuments.mx/reader034/viewer/2022051816/54467ff4b1af9fed3a8b4630/html5/thumbnails/7.jpg)
WHY?
![Page 8: Why Stories are Vital for Branding](https://reader034.vdocuments.mx/reader034/viewer/2022051816/54467ff4b1af9fed3a8b4630/html5/thumbnails/8.jpg)
stories are full of
MYTHS
"Exemplary and sacred ideas that provide sense to the human existence since the beginning of our times".Mircea Eliade, mythologist.
![Page 9: Why Stories are Vital for Branding](https://reader034.vdocuments.mx/reader034/viewer/2022051816/54467ff4b1af9fed3a8b4630/html5/thumbnails/9.jpg)
stories are full of
ARCHETYPES
"Patterns that are alive in the collective unconscious of all societies"Carl Jung, psychologist.
![Page 10: Why Stories are Vital for Branding](https://reader034.vdocuments.mx/reader034/viewer/2022051816/54467ff4b1af9fed3a8b4630/html5/thumbnails/10.jpg)
stories are full of
CONFLICTS
"What you want to do but is prevented to do"Aleksei Abib, filmmaker
![Page 11: Why Stories are Vital for Branding](https://reader034.vdocuments.mx/reader034/viewer/2022051816/54467ff4b1af9fed3a8b4630/html5/thumbnails/11.jpg)
stories are full of
MESSAGES
![Page 12: Why Stories are Vital for Branding](https://reader034.vdocuments.mx/reader034/viewer/2022051816/54467ff4b1af9fed3a8b4630/html5/thumbnails/12.jpg)
AND BESIDES THAT...
![Page 13: Why Stories are Vital for Branding](https://reader034.vdocuments.mx/reader034/viewer/2022051816/54467ff4b1af9fed3a8b4630/html5/thumbnails/13.jpg)
GREAT STORIES
ARE EVERYWHERE
![Page 14: Why Stories are Vital for Branding](https://reader034.vdocuments.mx/reader034/viewer/2022051816/54467ff4b1af9fed3a8b4630/html5/thumbnails/14.jpg)
We can hear them from a
FRIEND
![Page 15: Why Stories are Vital for Branding](https://reader034.vdocuments.mx/reader034/viewer/2022051816/54467ff4b1af9fed3a8b4630/html5/thumbnails/15.jpg)
Or we can hear them at the
CHURCH
![Page 16: Why Stories are Vital for Branding](https://reader034.vdocuments.mx/reader034/viewer/2022051816/54467ff4b1af9fed3a8b4630/html5/thumbnails/16.jpg)
We can learn them in the
CLASSROOM
![Page 17: Why Stories are Vital for Branding](https://reader034.vdocuments.mx/reader034/viewer/2022051816/54467ff4b1af9fed3a8b4630/html5/thumbnails/17.jpg)
Or we can learn them from our
COLLEGUES
![Page 18: Why Stories are Vital for Branding](https://reader034.vdocuments.mx/reader034/viewer/2022051816/54467ff4b1af9fed3a8b4630/html5/thumbnails/18.jpg)
We can watch them at the
THEATERS
![Page 19: Why Stories are Vital for Branding](https://reader034.vdocuments.mx/reader034/viewer/2022051816/54467ff4b1af9fed3a8b4630/html5/thumbnails/19.jpg)
Or we can read them on the
NEWSPAPERS
![Page 20: Why Stories are Vital for Branding](https://reader034.vdocuments.mx/reader034/viewer/2022051816/54467ff4b1af9fed3a8b4630/html5/thumbnails/20.jpg)
Ops... on the
NEWS
![Page 21: Why Stories are Vital for Branding](https://reader034.vdocuments.mx/reader034/viewer/2022051816/54467ff4b1af9fed3a8b4630/html5/thumbnails/21.jpg)
and trough them, we create our
STORIES WE LIKEhelp us to create our
PERCEPTION OF VALUE
OWN STORY
![Page 22: Why Stories are Vital for Branding](https://reader034.vdocuments.mx/reader034/viewer/2022051816/54467ff4b1af9fed3a8b4630/html5/thumbnails/22.jpg)
AND WHY DOESN'T
YOUR BRAND TAKE A ROLE
IN THAT PROCESS?
![Page 23: Why Stories are Vital for Branding](https://reader034.vdocuments.mx/reader034/viewer/2022051816/54467ff4b1af9fed3a8b4630/html5/thumbnails/23.jpg)
WHAT IF YOUR
BRAND CREATES
A STORY THAT
WILL MAKE
SENSE TO OTHER
PEOPLE'S LIFE?
![Page 24: Why Stories are Vital for Branding](https://reader034.vdocuments.mx/reader034/viewer/2022051816/54467ff4b1af9fed3a8b4630/html5/thumbnails/24.jpg)
This is where
STORYTELLING
BRANDINGmeets
![Page 25: Why Stories are Vital for Branding](https://reader034.vdocuments.mx/reader034/viewer/2022051816/54467ff4b1af9fed3a8b4630/html5/thumbnails/25.jpg)
"The universe is made of stories, not atoms."
-Muriel Rukeyser
The brand is made of stories, not products
or services.
![Page 26: Why Stories are Vital for Branding](https://reader034.vdocuments.mx/reader034/viewer/2022051816/54467ff4b1af9fed3a8b4630/html5/thumbnails/26.jpg)
"Storytelling is the most powerful way to put ideas into the world today."
-Robert McKee
Brandstorytelling is the most powerful way to engage the consumers
of our days.
![Page 27: Why Stories are Vital for Branding](https://reader034.vdocuments.mx/reader034/viewer/2022051816/54467ff4b1af9fed3a8b4630/html5/thumbnails/27.jpg)
"It is not the voice that commands the story. It is the ear."
- Italo Calvino
It is not the marketing director that commands
the story. It is the consumer.
![Page 28: Why Stories are Vital for Branding](https://reader034.vdocuments.mx/reader034/viewer/2022051816/54467ff4b1af9fed3a8b4630/html5/thumbnails/28.jpg)
"A man tells his stories so many times that hebecomes the stories. They live on after him, and
in that way he becomes immortal." -Will Bloom | Big Fish
A brand tells its stories so many times that it becomes
the stories. They live on every touch point, and in that way it
becomes immortal.
![Page 29: Why Stories are Vital for Branding](https://reader034.vdocuments.mx/reader034/viewer/2022051816/54467ff4b1af9fed3a8b4630/html5/thumbnails/29.jpg)
STORYTELLINGBRANDING? empowers
how
![Page 30: Why Stories are Vital for Branding](https://reader034.vdocuments.mx/reader034/viewer/2022051816/54467ff4b1af9fed3a8b4630/html5/thumbnails/30.jpg)
have been doing excellent work through SOME GREAT BRANDS BRANDSTORYTELLING
with different approaches
![Page 31: Why Stories are Vital for Branding](https://reader034.vdocuments.mx/reader034/viewer/2022051816/54467ff4b1af9fed3a8b4630/html5/thumbnails/31.jpg)
BRANDS and ARCHETYPES
![Page 32: Why Stories are Vital for Branding](https://reader034.vdocuments.mx/reader034/viewer/2022051816/54467ff4b1af9fed3a8b4630/html5/thumbnails/32.jpg)
BRANDS and MYTHIC UNIVERSES
![Page 33: Why Stories are Vital for Branding](https://reader034.vdocuments.mx/reader034/viewer/2022051816/54467ff4b1af9fed3a8b4630/html5/thumbnails/33.jpg)
BRANDS and CONFLICTS
versus "usual business"
versus "fashion for minority"
versus "passive entertainment"
versus "design for elite"
![Page 34: Why Stories are Vital for Branding](https://reader034.vdocuments.mx/reader034/viewer/2022051816/54467ff4b1af9fed3a8b4630/html5/thumbnails/34.jpg)
universalThe concepts of storytelling are
![Page 35: Why Stories are Vital for Branding](https://reader034.vdocuments.mx/reader034/viewer/2022051816/54467ff4b1af9fed3a8b4630/html5/thumbnails/35.jpg)
And they can inspire
POSITIONING
CULTUREIDENTITY
INSIGHTSto every single brand in the world.
![Page 36: Why Stories are Vital for Branding](https://reader034.vdocuments.mx/reader034/viewer/2022051816/54467ff4b1af9fed3a8b4630/html5/thumbnails/36.jpg)
because every
BRAND is a potential
STORYTELLER
![Page 37: Why Stories are Vital for Branding](https://reader034.vdocuments.mx/reader034/viewer/2022051816/54467ff4b1af9fed3a8b4630/html5/thumbnails/37.jpg)
have you ever
THOUGHTabout it?
![Page 38: Why Stories are Vital for Branding](https://reader034.vdocuments.mx/reader034/viewer/2022051816/54467ff4b1af9fed3a8b4630/html5/thumbnails/38.jpg)
Have you ever thought about the
MYTHOLOGY behind your brand?
![Page 39: Why Stories are Vital for Branding](https://reader034.vdocuments.mx/reader034/viewer/2022051816/54467ff4b1af9fed3a8b4630/html5/thumbnails/39.jpg)
Have you ever thought about the
UNIVERSEthat your brand fits in?
![Page 40: Why Stories are Vital for Branding](https://reader034.vdocuments.mx/reader034/viewer/2022051816/54467ff4b1af9fed3a8b4630/html5/thumbnails/40.jpg)
Have you ever thought about the
CONFLICTthat your brand wants to solve?
![Page 41: Why Stories are Vital for Branding](https://reader034.vdocuments.mx/reader034/viewer/2022051816/54467ff4b1af9fed3a8b4630/html5/thumbnails/41.jpg)
Have you ever thought about the
MESSAGEthat your brand is going to
leave to the world?
![Page 42: Why Stories are Vital for Branding](https://reader034.vdocuments.mx/reader034/viewer/2022051816/54467ff4b1af9fed3a8b4630/html5/thumbnails/42.jpg)
AND MOST IMPORTANT:
![Page 43: Why Stories are Vital for Branding](https://reader034.vdocuments.mx/reader034/viewer/2022051816/54467ff4b1af9fed3a8b4630/html5/thumbnails/43.jpg)
Have you ever thought about what
STORY YOUR BRAND could tell that is going to
GIVE SENSEto other people's life?
![Page 44: Why Stories are Vital for Branding](https://reader034.vdocuments.mx/reader034/viewer/2022051816/54467ff4b1af9fed3a8b4630/html5/thumbnails/44.jpg)
TKS ;-) Email: [email protected]
Twitter: @story_beats
URL: www.storybeats.com.br
LUKSO Story & Strategy is a brand consultancy that put clients into storytelling techniques to discover, explore, create and manage great brandstories that will energize brands.