Download - A Guide to Brand Storytelling
BUT ACTUALLY, WE ARE FUELLED BY EMOTIONS
“REASON IS NOTAS ‘PURE’AS MOSTOFUS THINK IT IS OR WISH IT TO BE;EMOTION AND FEELINGS AREN’T
INTRUDERS INTO THE BASTION OFREASON. WE FEEL BEFORE WE THINK.
IN FACTWE FEEL IN ORDER TO THINK.”
DESCARTES’ ERROR, ANTONIODAMASI
KEVIN ROBERTS, SAATCHI &SAATCHI
“EMOTION, INTUITION, LONG-TERMMEMORIES AND UNCONSCIOUS
MOTIVATIONS MAKEUP AS MUCH AS80 PERCENTOFOUR DECISION-
MAKING PROCESSES.
THATLEAVES JUST20 PERCENTFOR LOGIC TO BATTLEOVER.”
SHIFTING FOCUS
CULTURE CHANGE: IDENTIFYING YOUR
CORPORATE STORY AND ENGAGING ACROSS
THE BUSINESS.
SOCIAL MEDIA RETAIL TV PRODUCT PACKAGING
STORY
3. PLOT“How small a quantity of real
fiction there is in the world; and that the same images, with little
variation, have served all the authors who have ever written.”
– Dr. Samuel Johnson
19
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STORY-TELLING CHECKLIST.
q SHIFT FOCUS FROM CHANNEL TO STORY.
q DEFINE ‘WHAT’ IS YOUR BRAND
q DOES YOUR STORY HAVE A CHARACTER, A CONFLICT AND A PLOT?
q DO YOU TELL YOUR STORY WELL?