DESIGN STUDIO III August 18, 2014 University of Colorado Denver THE ART OF STORYTELLING
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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.
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