Brand Storytelling by Marvin Abrinica

Marvin  Abrinica  Founder,  Thrivera  Advisory  Group  @marvinador

Every Brand Has a Story to Tell

“Authen;city  is  the  new  currency  of  brand  building,   and  stories  are  how  we  reach  our  consumers.”  

@marvinador

“Thank You Mom”, Dir.Alejandro González Iñárritu. Procter & Gamble, 2012. Commercial

At  the  heart  of  every  story  is  a  Resona;ng  Truth

@marvinador

It  Starts  with  a  Founder

You  are  the  brand’s  first  consumer  

Purpose    The  “Why?”  Mo;va;on  Passion

“A  brand  is  not  so  much  about  ra;onal  arguments,  but  the  way  that  the  company  resonates  with  people  emo;onally.”  

-­‐  Steve  Jobs

“If  something  is  important  enough,  you  should  try,      even  if  the  probably  outcome  is  failure.”  

-­‐  Elon  Musk

VisionBeyond  limits  Imagina;on  Inspires

Occupy  Mars

Photo: Bloomberg Business 2015

The  Hero’s      JourneyConsum

er’s

^

The  Consumer’s  Journey  

Consumer Problem Goal

@marvinador

Titanic, Dir. James Cameron Perf. Kate Winslet, Billy Zane, Leonardo DiCaprio, & Gloria Stuart. 20th Century Fox, Paramount, & Lightstorm. 1997 Film.

Everyone  has  Story

Great brands become part of her story

- John Koenig

Get  Out  of  the  Building  

Your  consumer  has  a  story  to  tell.  Listen,  understand  the  problem,  &  serve  her  needs.

@marvinador

Your  Brand  is  the  Mentor

Star Wars: The Empire Strikes Back, Dir. Irvin Kershner. George Lucas Perf. Mark Hamill & Frank Oz. Lucasfilm. 1980 Film.

Your  Brand  Helps  Her  Overcome  the  Obstacle

Obstacle TreasureConsumer  &  Brand

@marvinador

The  Role  of  Conflict

Conflict  creates  empathy  Draws  emo?onal  interest  Demands  a  response

If  the  Obstacle  is  Small,  the  Treasure  is  Small

Conflict TreasureConsumer  &  Brand

@marvinador

The  Bigger  the  Obstacle,  the  Bigger  the  Treasure

Conflict TreasureConsumer  &  Brand

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Treasure  is  both  Functional  &  Emotional  

Conflict TreasureConsumer  &  Brand

The  benefits  the  Consumer  Experiences

“Always, Like a Girl”, Dir. Lauren Greenfield. Procter & Gamble, 2014. Commercial

#likeagirl

When  the  Consumer  Wins  Everyone  Shares  in  the  Victory  

Obstacle   Treasure  &  ElixirHero  &  Mentor

@marvinador

Elixir:  Payoff  Moment

The Hunger Games, Dir. Gary Ross. Perf. Jennifer Lawrence. Lionsgate & Colorforce. 2012 Film.

Great  Brands  Telling  Authen?c  Stories

For  Brands  with  a  story  to  tell

Marvin  [email protected]

Thank  You!