How to Use Story Theory to Create Brand Affinity
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Presentation given to University of Chicago Alums re: Story Theory and its Application To Marketing
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How to Use Story Theory to Create Brand Affinity
- 1. How Story Theory Can Help Increase Brand Affinity
- 2. Storytelling has become marekting’s new hammer. Everthing is starting to look like a nail.
- 3. StoryTelling Teach Influence Persuade Inspire Entertain = Outcomes
- 4. StoryTelling Teach Influence Persuade Inspire Entertain = Outcomes Story Theory Cause-Effect But what about the In-Go?
- 5. Theory Sources: Doug Lipman Annette Simmons Robert McKee Kendal Haven
- 6. The Application of Story Theory To Branding Pulling it all together:
- 7. Evolutionary Biology : 150,000 years of Storytelling Seriously! You should have seen the mammoth that got away!!!
- 8. Theory: Our brains have been hard-wired by evolution to make sense of the world in story terms.
- 9. Read the following: Joe: Hey, why don’t we get out of this place. Mary: Sure. What do you have in mind? Then, answer the following
- 10. Where are Joe and Mary? What’s their relationship? Where do you think they will go?
- 11. Our brains want to complete stories, even when there’s incomplete information.
- 12. Processors Conscious Mind Processors Our Story Filters Sensory Inputs First Filter Second Filter
- 13. Processors Sensory Inputs Processors Mirror Neurons Neural Net “Story Filter Accept it Complete it Reframe it Reject it Ignore it Make Sense From Prior Knowlege The“Make Sense” Filter
- 14. An ambulance pulled up to the emergency room entrance. The crew wheeled in a stretcher. The patient was a teenager who had been in a bad car accident. The ER physician gave the boy a quick once over and said, ”He needs to get into surgery, immediately. But I can’t operate on him, he’s my son!" The physician, who was not the boy's father, was telling the truth. Who was the physician?
- 15. The physician is his mother.
- 16. The Implication for Marketing: It’s difficult, if not impossible to erase prior knowledge
- 17. No matter how hard you try, it is extremely difficult for people to “Unthink” who you are.
- 18. Stories Are “Relational” Audience Storyteller Story Doug Lipman- Story Dynamics
- 19. The Story - Audience Relationship Audience Storyteller Story
- 20. Processors Mirror Neurons The Identification Neural Net “Story Filter Can I see myself in the story? (Identification) Fliter Sensory Inputs
- 21. Identification Sympathy Empathy Situational Fit Emotional Fit I Can See Myself In A Similar Situation I Can Identify With The Feelings Of The Actor
- 23. Empathy Drivers Cause Outcome I hold the same belief/ value I experience the same feeling
- 24. Stories Are “Relational” Audience Storyteller Story
- 25. How well do audiences relate to the storyteller? Content Made Sense Identification/Empathy Delivery Perceived Motive of the Storyteller How the story is told
- 26. Motive Share Sell Manipulate Implain Explain Control
- 27. Implaning- We Like to Come To Our Own Conclusions 2+2= Andrew Stanton Writer of Toy Story, Wall-E, & Finding Nemo
- 28. The Iceberg Principle There is seven-eights of it under water for every part that shows. Anything you know you can eliminate only strengthens your iceberg. It is the part that doesn’t show. Ernest Hemingway
- 29. Hemingway’s 6-Word Story For Sale: Baby Shoes Never Worn.
- 30. We don’t like to be told what to think. We’d rather be told what to think about.
- 33. Story reveals meaning without committing the error of defining it Hannah Ahrent, Political Theorist
- 34. What’s A Story?
- 35. Towards a Definition of Story: Tale, novel, play, motion picture, comic serial, radio play, television show video game, interactive story, photograph, music
- 36. Definition A recounting of a sequence of events A narration of an incident or a series of events
- 37. Today I got out of bed, brushed my teeth, fed the cat, ate breakfast and then drove to my office. (don’t wait for the movie!)
- 38. A Narrative about a Character Motivated To Do Something Story
- 39. This morning John swam 50 laps of the pool Then he rested up for 3 minutes And swam 50 more. He did the same thing in the afternoon.
- 40. A Narrative about a Character Motivated To Do Something To Accomplish Some Goal Story
- 41. This morning John swam 50 laps of the pool Then he rested up for 3 minutes And swam 50 more. He did the same thing in the afternoon. John is training for the Olympics.
- 42. This morning John swam 50 laps of the pool Then he rested up for 3 minutes And swam 50 more. He did the same thing in the afternoon. John is training for the Olympics. John lost his legs while fighting in Afghanistan
- 43. A Narrative about a Character Motivated To Do Somehthing To Accomplish Some Goal Story Who Must Overcome Some Obstacle
- 44. Using The Same Structure A Narrative about a Character Doing Something Motivated To Accomplish Some Goal For A Brand Story While Trying To Overcome Some Obstacle Brand Obstacle Goal
- 45. A Narrative about a Motivated To Accomplish Some Goal Goal ? Using The Same Structure For A Brand Story
- 46. Using The Same Structure A Narrative about a Purchase Behavior? Goal ? For A Brand Story
- 47. Affinity Goal Using The Same Structure For A Brand Story Affinity Purchase Repeat WOM Raving Fans
- 48. A Narrative about a Affinity Goal Character Motivated To Do Something Brand Using The Same Structure For A Brand Story
- 49. A Narrative about a Affinity Goal Make great products. Provide great service. Brand Using The Same Structure For A Brand Story
- 50. “Peopl e don’t buy what we do. They buy why we do it.” I Simon Sinek Start With Why (Actually, they buy what we do AND why we do it)
- 51. The extent to which people can identify with your motive is the extent to which you will achieve brand affinity. Motive Share Sell Manipulate Implain Explain Control
- 57. Using The Same Structure A Narrative about a Affinity Share An Important, Authentic Belief/Value For A Brand Story Brand Goal
- 58. Look where you’ve been Objects in Mirror May Appear Closer Than They Are
- 59. Archetypal Analysis Personify Your Brand
- 60. Free Guidebook on How To Use Archetypal Analysis www.bit.ly/Brandcharacters
- 62. The Rebel: Dollar Shaver Club
- 63. Using The Same Structure A Narrative about a Share An Important, Authentic Belief/Value For A Brand Story ? Affinity Brand Obstacle Goal
- 64. Four Obstacle Levels For People Like Me Trust Comprehension Awareness IV III II I
- 65. Now What? •Don’t worry so much about telling your story. Worry about what your story is. •Use Story Strucutre to Define Your Story •Do Less Explaning and More Implaning •To achieve brand affinity, do less selling and more sharing
- 66. Then, LIVE YOUR STORY!