Storytelling What Makes Your Customers Tick? Mark Lightowler Global Brand Director, Novartis & Storytelling Blogger 1
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Storytelling
What Makes Your Customers Tick?
Mark Lightowler
Global Brand Director, Novartis
& Storytelling Blogger
1
A Marketing ProblemA Marketing Problem
Why do people seem not to listen to you?Why don’t they do what you expect ?
Because they don’t understand you!Do you understand them!
Why do people seem not to listen to you?Why don’t they do what you expect ?
Because they don’t understand you!Do you understand them!
2
Complete These StoriesComplete These Stories
When a great white shark starts attacking beachgoers in a coastal town during high tourist season, a water-phobic Sheriff must assemble a team to hunt it down before it kills again
Pursued by a jealous queen, hides with the Dwarfs; the queen feeds her a poison apple, but Prince Charming awakens her with a kiss.
When a great white shark starts attacking beachgoers in a coastal town during high tourist season, a water-phobic Sheriff must assemble a team to hunt it down before it kills again
Pursued by a jealous queen, hides with the Dwarfs; the queen feeds her a poison apple, but Prince Charming awakens her with a kiss.
3
Storytelling to CustomersStorytelling to Customers
Small Simple StoriesStorytelling ManifestoTransmedia in Storytelling
Small Simple StoriesStorytelling ManifestoTransmedia in Storytelling
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Small Simple Stories Sell
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6
Its Friday night…..
Storytelling and BrandsStorytelling is a way of creating long-lasting meaning, understanding, relevance
The ability to spread these stories are goals of our communication
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Origin of Stories
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Making a Connection
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Making a Connection
ColdRawDeadFish
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Its Not About You
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Find Their Stories
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*Deep Metaphors ™ is an Olson Zaltman Trademark
Brand Storytelling Manifesto
1. Employ left and right brain tactics2. Fulfil human hierarchy of needs3. Dig for metaphors and archetypes4. Persuasions, motivation and enthusiasm5. Create evidence based stories6. Choose your point of view7. Engage word of mouth advertising8. Open source branding9. Make your brand authentic10. Have a beyond the brand strategy
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Hierarchy Of Needs
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Metaphors
Metaphors make sense of our culture and society and are our conceptual system
Metaphors are our way of understanding and communicating comparative value
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Example Metaphors
“COPD is like living on a tight rope. When there is no wind everything is fine. With wind things become rocky. I’m afraid ill fall and something will break”
“Hepatitis B- Its like I want to just wash my blood and be clean”
HIV – The infections begins with a bushfire in the immune system.
MS- I though I was unstoppable- Much like the titanic
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Archetypes
Archetypes are people or objects (protagonists or antagonists) that typify well known characters. They assign brands meaning and relevance
Archetypes and story arcs enable us to tap into a small number of well known stories that all audiences know
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12 Positive
Archetypes
Sage
Magician
Warrior
Explorer
Enchantress
Companion
Earth Mother
Patriach
Gardian
Jester
Explorer
Lover
Story Arcs
http://www.ipressgames.com/downloads/download.html19
Creating a Fan Base
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ResonanceAuthenticityPersuasionMotivationInfluence
ResonanceAuthenticityPersuasionMotivationInfluence
Conflict & Auto Completion
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Varied Visual Volume
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The Rise of Transmedia
With digital media your audience has the ability to control the story
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Small Simple Stories Sell
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www.newbrandstories.wordpress.com
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