brand storytelling

BRAND STORYTELLINGEngaging consumers and customers through the power of stories

© BUTTERFLY LONDON 2014

© BUTTERFLY LONDON 2014

BRAND: Noun:

1. (Marketing) a particular product or a characteristic that serves to identify a particular product 2. (Marketing) a trade name or trademark

3. (Marketing) to give a product a distinctive identity by means of characteristic design, packaging, etc

4. to place indelibly in the memory

PEOPLE THINK THE WORLDIS RATIONAL

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BUT ACTUALLY, WE ARE FUELLED BY EMOTIONS

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“REASON IS NOT AS ‘PURE’ AS MOST OF US THINK IT IS OR WISH IT TO BE; EMOTION AND FEELINGS AREN’T INTRUDERS INTO

THE BASTION OF REASON. WE FEELBEFORE WE THINK.

IN FACT WE FEEL IN ORDER TO THINK.”

DESCARTES’ ERROR, ANTONIO DAMASI KEVIN ROBERTS, SAATCHI & SAATCHI

“EMOTION, INTUITION, LONG-TERM MEMORIES AND UNCONSCIOUS

MOTIVATIONS MAKE UP AS MUCH AS 80PERCENT OF OUR DECISION-MAKING

PROCESSES.

THAT LEAVES JUST 20 PERCENT FOR LOGIC TO BATTLE OVER.”

A BRAND IS A COHERENT SET OFIDEAS IN YOUR CONSUMER’S MIND

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NOW BRANDS ARE BECOMING MORELIKE PEOPLE

• A BRAND IS A PERSONIFICATION OF A PRODUCT, SERVICE OR EVEN AN ENTIRE COMPANY

• LIKE A PERSON, IT HAS A NAME, PERSONALITY, CHARACTER AND REPUTATION.

• LIKE A PERSON, YOU CAN RESPECT, LIKE AND EVEN LOVE A BRAND. YOU CAN THINK OF IT AS A DEEP PERSONAL FRIEND, OR MERELY AN ACQUAINTANCE.

• YOU CAN VIEW IT AS DEPENDABLE OR UNDEPENDABLE, PRINCIPLED OR OPPORTUNISTIC, CARING OR CAPACIOUS.

• LIKE YOU LIKE TO BE AROUND SOME PEOPLE AND NOT OTHERS, THERE ARE BRANDS THAT YOU WARM TO AND OTHERS THAT YOU DO NOT.

• PEOPLE HAVE CHARACTER …AND SO DO BRANDS.

© BUTTERFLY LONDON 2014

© BUTTERFLY LONDON 2014

“TO CONNECT TO PEOPLEAT THE DEEPEST LEVEL,

YOU NEED STORIES.”

ROB MCKEE

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STORIES ARE FUNDAMENTAL TO OUR LIVES

SOCIOLOGISTS SAY THAT THE TELLING OF STORIES BRINGS

COMMUNITIES TOGETHER

PSYCHOLOGISTS BELIEVE THAT OUR BRAINS ARE HARD-WIRED

TO TELL STORIES - WE INNATELY KNOW HOW TO CONSTRUCT

STORIES

EVOLUTIONISTS THINK WE TRANSFER KNOWLEDGE AND

SHARE UNDERSTANDING THROUGH STORIES GENERATION

TO GENERATION

© BUTTERFLY LONDON 2014© BUTTERFLY LONDON 2014

© BUTTERFLY LONDON 2014

GREAT STORIES GIVE SENSE TO OUR LIVES

STORIES ARE LIKE VIRUSES.

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THEY ARE UBIQUITOUS – WE ALL ‘GET’ STORIES, NO MATTERWHERE WE’RE FROM.

THEY ARE CONTAGIOUS – TELL A STORY TO SOMEONE, AND IF ITRESONATES IT’LL SPREAD; THE MOST POWERFUL STORIES

DEMAND TO BE RETOLD, AGAIN AND AGAIN.

THEY STICK – THROUGH THE RE-TELLING, THEY EMBED THEMSELVES

IN OUR OWN AND OUR SHARED MEMORY.

© BUTTERFLY LONDON 2014

WHAT ARE STORIES ABOUT?

1. STORIES ASK: “WHAT WOULD HAPPEN IF?”

2. THEY ARE ABOUT CHANGE – HOW AND WHY THINGS CHANGE

IN LIFE

3. THEY SHOWHUMAN TRUTHS – WEAKNESSES,

STRENGTHS, HOPES, FEARS, DESIRES

4. THEY SHOWCHOICES – AND THE CONSEQUENCES OF

THOSE CHOICES

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© BUTTERFLY LONDON 2014

“AT THEIR MOST BASIC, STORIES ARE ABOUT CONFLICT AND RESOLUTION – THE BASIC

TENETS OF LIFE: MAN SUFFERS DIFFICULTYAND GETS THROUGH IT; WE CAN ALL RELATE TO THIS. WE ARE ATTRACTED TO THE HUMAN

STRENGTH TO OVERCOME.”

ROB MCKEE

© BUTTERFLY LONDON 2014

THE DRAMA INSIDE A STORY COMES FROM THE CONFLICT IT SHOWS.

ALL GOOD STORIES HAVE CONFLICT AT THEIR HEART – THEY SHOW PEOPLE RESOLVING CHALLENGES, BOTH EXTERNALLY AND INTERNALLY

IT IS WHEN THE HERO IS CHALLENGED THE MOST – WHEN THINGS ARE THE HARDEST – THAT WE SEE THE MOST CHANGE IN HIM.

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STORIES ARE ABOUT GREAT CONFLICT

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A disruption of the status quo / an issue to sort

A struggle / conflict

Resolution / return to normality

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ACT 1 ACT 2 ACT 3

Gra

dua

lly fa

ces

up

to fa

tal f

law

Second Major Reversal- things suddenly change

Hero combats fatal flaw and completes final challenge

Inciting Incident- First major reversal

Hero’s darkest moment

Overcome Initia

l

Challenges

He

ro fa

ces h

is gre

ate

st

strug

gle

3 ACT STORY STRUCTURE

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WHAT THEY WANT...WHAT THEY NEED

WANTS - KILL A SHARK

NEEDS - SHOW THAT HE HAS CONVICTION

WANTS - SUCCESS IN AJOB

NEEDS - FIND HERSELF

WANTS - BUILD A BASEBALL PITCH

NEEDS - FOLLOW HIS DREAM

WANTS - SUCCESS IN A JOB

NEEDS - REBUILD HIS LIFE

WHAT ARE STORIES ABOUT?

1. STORIES ASK:“WHAT WOULD HAPPEN IF?”

2. THEY AREABOUT CHANGE – HOW AND WHYTHINGS CHANGE

IN LIFE

3. THEY SHOWHUMAN TRUTHS – WEAKNESSES,

STRENGTHS, HOPES, FEARS, DESIRES

4. THEY SHOWCHOICES – AND THE CONSEQUENCES OF

THOSE CHOICES

© BUTTERFLY LONDON 2014

© BUTTERFLY LONDON 2014

© BUTTERFLY LONDON 2014

PRODUCTION PRODUCT PACK

INGREDIENTS PROVENANCE

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TRUE

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BRASILIAN BREWERY BRAHAMA LAUNCHED A LIMITED EDITION BEER SELEÇÃO ESPECIAL FOR THE WORLDCUP 2014.

A STORY AROUND THOW IT IS MADE FROM BARLEY GROWN ON THE GRANJA COMAR FOOTBALL PITCH WHERE BRAZIL’S WORLD CUP TEAMS HAVE TRAINED FOR DECADES.

© BUTTERFLY LONDON 2014

© BUTTERFLY LONDON 2014

© BUTTERFLY LONDON 2014

TRUE

© BUTTERFLY LONDON 2014

UK BREWERS BREWDOG LAUNCHED “SUNK PUNK” THEFIRST BEER TO BE CRAFTED AT THE BOTTOM OF THE SEA AND CONTAINING UNUSUAL INGREDIENTS.

THE IDIOSYNCRATIC INDIA PALE ALE WAS BREWEDUNDERWATER AND CONTAINS MARITIME-THEMED INGREDIENTS SUCH AS BUCKWEED, DISTILLEDSEA-SALT AND RUM.

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THE PRODUCT STORY LIES AROUND HOW BREWDOG GOT SCOTLAND RID OF A CURSE.

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© BUTTERFLY LONDON 2014

FICTION

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SABMILLER WANTED TO LAUNCH A NEW BEER BRAND IN RUSSIA WHICH WOULD CELEBRATE RUSSIAN AND AUSTRIAN HERITAGE IN A MODESTLY PRICED, HIGH QUALITY BEER.

OUR 4D METHODOLOGY:EXPLORING THE DIFFERENT DIRECTIONS THEY COULD TAKE, FROM PROVENANCE AND INGREDIENTS, TO THE LANGUAGE OF FRIENDSHIP AND MASCULINITY TO FIND THE FICTIONAL STORY IT COULD TELL.

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TWO DIFFERENT CHARACTERSEMERGED:

NOBLE AUSTRIAN HARD-WORKING RUSSIAN

THE CHARACTERS THE CONFLICT

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INTELLECTNOBLECOUNTRATIONALACCURACY

LANDRUSTICFARMEREMOTIONALSOUL

THE BASIS OF THE STORY

THE 'BALANCE OF OPPOSITES’ AND THE TENSION BETWEEN ‘ACCURACY’ AND ‘SOUL’.

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BRINGING THE STORY TO LIFE:PACKCOMMSACTIVATION

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ADVERTISING IDEA

PACKAGING IDEA VIRAL IDEA CROWD SOURCING - Red Square

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TRUE

© BUTTERFLY LONDON 2014

NORTH CAROLINA CRAFT BEER BREWERS FULLSTEAM DEVELOPED A STORY AROUND THE BRAND THAT CONNECTS THE PRODUCT WITH IT’S SOUTHERN HERITAGE.

THE NARRATIVE AROUND THE BRAND IS ABOUT A “SEMI-FICTITIOUS” CHARACTER, LIBORIUS GOLHART, A SOUTHERN PLANTATION WORKER WHO BREWED BEER WITH HIS OWN INGREDIENTS.

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A NOSTALGIC SOUTHERN FEEL:“ENGRAVED" ILLUSTRATIONSTEXTURAL ELEMENTSECCENTRIC TYPOGRAPHY

...CREATING A VALUABLE CONNECTION WITH ITS AUDIENCE.

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© BUTTERFLY LONDON 2014

FICTION

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AMERICAN CRAFT BEER COMPANY BUZZARD BAY DEVELOPEDA 12 CHAPTER FICTIONAL STORY FOR THEIR LIMITED EDITION “CASE OF IPA”.

THE STORY IS ABOUT A WEALTHY BREWER. THE READER IS ASKED TO SOLVE THE MYSTERY AS THEY

DRINK THE BEER.

© BUTTERFLY LONDON 2014

© BUTTERFLY LONDON 2014

PRODUCTION PRODUCT PACK

INGREDIENTS PROVENANCE

IF YOU CAN WRITE A COMPELLING STORYABOUT YOUR BRAND, IF YOU CAN DESCRIBE

WHERE YOUR BRAND IS GOING, WHAT IT STANDS FOR AND WHY IT WILL BE WHAT IT WILL BE…

…YOU WILL BUILD A BRAND PEOPLE WILL CONNECT WITH, REMEMBER & SHARE

ANDREA VISUSM +44 7531 356 985 (UK)

andrea@butterflylondon.com

We look forward to hearing from you

© BUTTERFLY LONDON 2013

BIANCA CAWTHORNEM +44 7866 806 367 (UK)M + 7 917 596 1063 (RU)

bianca@butterflylondon.com