storytelling builds brands
TRANSCRIPT
CHANGING HEADS (OR CHOPPING THEM OFF)
Darren SmithCreative Director
CHANGING HEADS (OR CHOPPING THEM OFF)
790 BC
790 BCfirst written manuscripts:
1200 AD
First told: 500 BCFirst written: 200 BC
Stories live beyond the page.
Why?Why did the Vizier’s daughter’s plan work?
Why do we remember and pass on her stories?
Your brain on powerpoint
Your brain on stories
Your brain on powerpoint
By simply telling a story the participant could plant ideas, thoughts and emotions into the listeners’ brains.
– Dr Uri Hasson, Psychology Dept, Princeton University
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774,746
God’s first week: To do1. Heavens & Earth 2. Light & darkness 3. Sky 4. Land, plants & fruit 5. Sun, moon & stars 6. – Animals & livestock – Man & woman 7. Rest
20,000
First oral telling
First printing
Present day
First oral telling
First printing
New Testament
Present day
A story worthy of print.
WheN A sTory seems Too good To be True, iT usuAlly is.
A JourNAlisT’s iNsTiNCT For The TruTh is WhAT eNgeNders
iN our sTories The greATesT TrusT ANd AuTheNTiCiTy.
– dAVid WAlsh
rumour-mill
independent sources
The story prints
investigative journalism
rumour-mill
independent sources
The story prints
investigative journalism
The reACTioN
more taLKatiVe...
generaL popULation sUn reader sUn sUBsCriBer
11.5 14.4 23.3
more taLKatiVe...
generaL popULation times reader times sUBsCriBer
11.5 16.5 22.3
aBoUt adVertising...
generaL popULation sUn reader sUn sUBsCriBer
21% 25% 37%
generaL popULation times reader times sUBsCriBer
21% 25% 33%
aBoUt adVertising...
...and Brands
generaL popULation sUn reader sUn sUBsCriBer
9.9 12.4 14.3
generaL popULation times reader times sUBsCriBer
9.9 13.7 15.8
...and Brands
The best brands are built on great stories.
—Ian Rowden, former CMO, Virgin Group
““
Changing heads (or Chopping them off)
darren smith Creative director