Estratégia no Digital Storytelling

Elsa FernandesAPPM Marketing

Marathon IPAM Porto | 11.02.2014

Wednesday, February 12, 2014

a minha história

UniversidadeCoimbra

IPAM

Público

IOL.pt Exponor

TheCherryBicycle

We are all super heroes

FLAG

IE Business

SchoolMadrid

http://www.flickr.com/photos/fptfy/5271390231/Wednesday, February 12, 2014

Todos gostamos de histórias.

www.aledlewis.com

Wednesday, February 12, 2014

As histórias ajudam-nos a compreender e a dar significado ao mundo.

www.hectorserrano.comWednesday, February 12, 2014

As histórias ajudam-nos a recordar. Foto: Shutterstock

Wednesday, February 12, 2014

As histórias distinguem as marcas num mercado saturado.

Foto: AppleWednesday, February 12, 2014

http://www.flickr.com/photos/rohdesign/

Ashistórias

são poderosas

Wednesday, February 12, 2014

Foto: Stuart Mullenberg

E porque não usar histórias para comunicar marcas?

É aqui que branding e

storytelling se encontram.

Wednesday, February 12, 2014

“The universe is made of stories, not of atoms.”

Muriel Rukeyser

Wednesday, February 12, 2014

Estrutura clássica da narrativa

introdução

incidente inicial

resolução

climax

Wednesday, February 12, 2014

As histórias têm heróis.

Wednesday, February 12, 2014

As marcas também.

http://www.youtube.com/watch?v=hyiLPj94BBQWednesday, February 12, 2014

Nas histórias há conflito.

Wednesday, February 12, 2014

Nas marcas também.

“The aesthetic form is there for all. And not just for the museum.”

catálogo IKEA [1979]

Foto: IKEA

Wednesday, February 12, 2014

Nas histórias há missões.

Wednesday, February 12, 2014

Nas marcas também.

http://www.youtube.com/watch?v=2JnYcuRW_qoWednesday, February 12, 2014

Os conceitos do storytelling são universais e podem

inspirar qualquer marca a contar a sua história.

Wednesday, February 12, 2014

Foto: Stuart Mullenberg

Great stories happen to those who can tell them.

Ira Glass

Wednesday, February 12, 2014

Era uma vez um _________.Todos os dias, _____________.Um dia, ______________.Por causa disso, _________.Por causa disso, _________.Até que finalmente _______.

Wednesday, February 12, 2014

Foto: Stuart Mullenberg

E quando o consumidor ajuda a escrever a história da marca?

[user-generated]

Stories

Wednesday, February 12, 2014

http://www.youtube.com/watch?v=TlVn_icKHZ8

Wednesday, February 12, 2014

http://www.youtube.com/watch?v=HP8RtEV8eC4&list=PLwq9_yYiQEzllxiGSco-sxqcnlpC0PgVh&feature=share&index=1

Wednesday, February 12, 2014

Qual é a

minha história?

Wednesday, February 12, 2014

Obrigadothecherrybicycle.comelsagarciafernandes

@gmail.com

Wednesday, February 12, 2014