8.19.14 Design III Art of Storytelling

DESIGN STUDIO IIIAugust 18, 2014

University of Colorado Denver

THE ART OF STORYTELLING

University of Colorado Denver Presentation Date: 8/19/14

Today’s Overview

Setting the Stage Brand Ecosystems The Role of a Brand Story Successful Brand Stories Project 1 Overview Effective Storytelling – 99U

5 min 10 min 10 min

20 min 10 min 15 min

University of Colorado Denver Presentation Date: 8/19/14

We live in a golden era of choice and suspicion.

Setting the Stage

Your bullshit detection has never been so good

“Dude, you gotta get a nutribullet.”

University of Colorado Denver Presentation Date: 8/19/14

My Trust

My Network Has Been Vetted

University of Colorado Denver Presentation Date: 8/19/14

My Suspicion

Sham-WTF

University of Colorado Denver Presentation Date: 8/19/14

But this isn’t about a single product purchase.

Brand Ecosystems

Successful product impressions are gateway drugs to a much larger brand experience.

!

Brands are looking to form long-term relationships with their customers (mostly their wallets)

University of Colorado Denver Presentation Date: 8/19/14

University of Colorado Denver Presentation Date: 8/19/14

University of Colorado Denver Presentation Date: 8/19/14

What makes a great story?

Elements of a Story

Ideas that stick.

University of Colorado Denver Presentation Date: 8/19/14

Simplicity

Apple

University of Colorado Denver Presentation Date: 8/19/14

Unexpectedness

Go Daddy

University of Colorado Denver Presentation Date: 8/19/14

Concreteness

Head On

University of Colorado Denver Presentation Date: 8/19/14

Credibility

Meth Project

University of Colorado Denver Presentation Date: 8/19/14

Emotional

Proctor & Gamble

University of Colorado Denver Presentation Date: 8/19/14

Stories

Subway

University of Colorado Denver Presentation Date: 8/19/14

Stories can resonate, inspire, empower. They transcend the product.

They embody a lifestyle.

Successful Stories

Let’s take a look at some successful brand stories…

University of Colorado Denver Presentation Date: 8/19/14

Your mission: crafting a brand narrative

to educate, resonate, inspire, & empower

Project 1 Overview

Sounds easy, no?

University of Colorado Denver Presentation Date: 8/19/14

1. Analyze Successful Stories

Dollar Shave Club

University of Colorado Denver Presentation Date: 8/19/14

2. Choose Your Approach

www.savewalterwhite.com

University of Colorado Denver Presentation Date: 8/19/14

3. Duo or Solo?

MarioKart Wii

University of Colorado Denver Presentation Date: 8/19/14

Questions?

Project 1 Overview

University of Colorado Denver Presentation Date: 8/19/14

Head over to Canvas.

Project 1 Overview

Read “The Art of Storytelling for a Brand” Assignment. Start peepin’ examples.