branded content event strijd preso 2016
TRANSCRIPT
CONFLICT IS CONTENT BRANDED CONTENT EVENT 2016
LEMON SCENTED TEA
THE STORYTELLING AGENCY
GIJSBREGT VIJN 2016
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Authenticity Fragmentation Engagement
The brand challenge
The brand challenge Engagement
Hollywood
The brand challenge Fragmentation
Hollywood
The brand challenge Authenticity
Authenticity Fragmentation Engagement
A great story tackles
Deep dive in storytelling
Storytelling Structure
Held Doel Middelen Tegenstander Conflict
Voorbeeld
Matrix
Voorbeeld:
Matrix
Held Middelen Tegenstander Conflict Doel
Voorbeeld
Sound of music
Voorbeeld:
Sound of music
Held Middelen Tegenstander Conflict Doel
Why:
Cortisol & Oxytocin
Why: Cortisol
Why: Oxytocin
You need a conflict to get attention
What about brands
What about brands
Lots a brand models no conflict
Simon Sinek
No conflict
Doel
Tegenstander Middelen
Held
Conflict
Company
Brand
Campaign
Channel creativity
Levels of storytelling
The brand conflict model
Doel
Tegenstander Middelen
Held
Conflict
Held Maserati Middelen Cleverness and braveness Tegenstander The big car companies Conflict Know when to strike Doel Be the best
Maserati
Held Curious people Middelen Knowldedge & a curious mind Tegenstander Superficiality & indifference Conflict Spend your life to know more Doel Push the human race
National geographic
Held Chipotle Middelen Healthy sustainable food Tegenstander Mass production Conflict People need to start caring Doel Cultivate a better world
Chipotle
Plastic Whale
Tony chocolony + content voorbeeld
Tony chocolony + content voorbeeld
Geen ruzie ergens tegen vechten
Geen ruzie ergens tegen vechten
You need a conflict to get attention
You need a conflict to get attention & engagement
How do we make this happen
Step 1
Storymining Editorial sessie
Step 2
Conflict model Identity story
EU Commission
Step 3
Storymapping Storyplanning
Bavaria creative brief (campaign level) Held Bavaria
Middelen Challenger attitude
Tegenstander
Traditionele biermerken
Conflict De overhyped DJ scene
Doel Creer een club hit record
Bavaria Film
Find your brand conflict & feel the magic!!!
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Gijsbregt Vijn
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slideshare.net/gijsbregtvijn
Freedom & consistency
The brand conflict