Why Stories are Vital for Branding

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Why Stories are Vital for Branding

  1. 1. WHY STORIES ARE VITAL FOR BRANDINGa manifesto from LUKSO Story & Strategy check more stuff on www.storybeats.com.br
  2. 2. What would you do if you had the responsibility of giving a SPEECH FOR GRADUATES of one of the most important UNIVERSITIES IN THE WORLD?
  3. 3. "NO BIG DEAL, JUST 3 STORIES" http://www.youtube.com/watch?v=UF8uR6Z6KLc
  4. 4. What would be the LAST IMAGE that you would like to leave at the AUDIENCE'S MIND after the speech of your life?
  5. 5. "ONE STORY THAT I WOULD LIKE TO LEAVE WITH YOU TODAY". http://www.youtube.com/watch?v=K3LoN4r5kuo&feature=PlayList&p=C01 438B9738CD854&playnext=1&playnext_from=PL&index=4
  6. 6. GREAT STORIES GIVE SENSE TO OUR LIFES
  7. 7. WHY?
  8. 8. stories are full of MYTHS "Exemplary and sacred ideas that provide sense to the human existence since the beginning of our times". Mircea Eliade, mythologist.
  9. 9. stories are full of ARCHETYPES "Patterns that are alive in the collective unconscious of all societies" Carl Jung, psychologist.
  10. 10. stories are full of CONFLICTS "What you want to do but is prevented to do" Aleksei Abib, filmmaker
  11. 11. stories are full of MESSAGES
  12. 12. AND BESIDES THAT...
  13. 13. GREAT STORIES ARE EVERYWHERE
  14. 14. We can hear them from a FRIEND
  15. 15. Or we can hear them at the CHURCH
  16. 16. We can learn them in the CLASSROOM
  17. 17. Or we can learn them from our COLLEGUES
  18. 18. We can watch them at the THEATERS
  19. 19. Or we can read them on the NEWSPAPERS
  20. 20. Ops... on the NEWS
  21. 21. STORIES WE LIKE help us to create our PERCEPTION OF VALUE and trough them, we create our OWN STORY
  22. 22. AND WHY DOESN'T YOUR BRAND TAKE A ROLE IN THAT PROCESS?
  23. 23. WHAT IF YOUR BRAND CREATES A STORY THAT WILL MAKE SENSE TO OTHER PEOPLE'S LIFE?
  24. 24. This is where STORYTELLING meets BRANDING
  25. 25. "The universe is made of stories, not atoms." -Muriel Rukeyser The brand is made of stories, not products or services.
  26. 26. "Storytelling is the most powerful way to put ideas into the world today." -Robert McKee Brandstorytelling is the most powerful way to engage the consumers of our days.
  27. 27. "It is not the voice that commands the story. It is the ear." - Italo Calvino It is not the marketing director that commands the story. It is the consumer.
  28. 28. "A man tells his stories so many times that he becomes the stories. They live on after him, and in that way he becomes immortal." -Will Bloom | Big Fish A brand tells its stories so many times that it becomes the stories. They live on every touch point, and in that way it becomes immortal.
  29. 29. how STORYTELLING empowers BRANDING?
  30. 30. SOME GREAT BRANDS have been doing excellent work through BRANDSTORYTELLING with different approaches
  31. 31. BRANDS and ARCHETYPES
  32. 32. BRANDS and MYTHIC UNIVERSES
  33. 33. BRANDS and CONFLICTS versus "usual business" versus "fashion for minority" versus "passive entertainment" versus "design for elite"
  34. 34. The concepts of storytelling universal are
  35. 35. And they can inspire POSITIONING IDENTITY CULTURE INSIGHTS to every single brand in the world.
  36. 36. because every BRAND is a potential STORYTELLER
  37. 37. have you ever THOUGHT about it?
  38. 38. Have you ever thought about the MYTHOLOGY behind your brand?
  39. 39. Have you ever thought about the UNIVERSE that your brand fits in?
  40. 40. Have you ever thought about the CONFLICT that your brand wants to solve?
  41. 41. Have you ever thought about the MESSAGE that your brand is going to leave to the world?
  42. 42. AND MOST IMPORTANT:
  43. 43. Have you ever thought about what STORY YOUR BRAND could tell that is going to GIVE SENSE to other people's life?
  44. 44. TKS ;-) Email: story@lukso.com.br Twitter: @story_beats URL: www.storybeats.com.br LUKSO Story & Strategy is a brand consultancy that put clients into storytelling techniques to discover, explore, create and manage great brandstories that will energize brands.

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