3. My favorite book was about a
widower sailor with a lying
daughter, who tricked her only
friend into almost dying on a
jetty during a hurricane.
3@Pearl_Higgins
20. 70% of
consumers
turn to online
consumer
reviews as the
second most-
trusted source.
20
Source: Nielsen | Global Trust in Advertising and Brand Messages April 2012
@Pearl_Higgins
21. “Which means, successful brands
and marketers will need to find
ways to better connect with
consumers by creating the kind of
good-will that leads to positive
consumer feedback.”
21
Source: nielsen.com
@Pearl_Higgins
24. No one wants to hear your story:
• If you over-charged them.
• If they’re angry about your billing practices.
• If they never received their product.
• If the product broke.
• If your customer service is subpar.
• If your terms and conditions were not clear.
• If you made a social media snafu that you never really
fixed.
24@Pearl_Higgins
25. No one wants to hear your
story if you are not meeting
or exceeding their
expectations.
25@Pearl_Higgins
62. 62
“Much information is stored, indexed,
and retrieved in the form of stories.
People relate to each other in terms of
stories- and brands often play central
and peripheral roles in their stories.”
Source: When Consumers & Brands Talk: Storytelling Theory and Research in Psychology and Marketing onlinelibrary.wiley.com
70. 70
Comedy:
Twelfth Night
Bridget Jones’ Diary
Tragedy:
Macbeth
Hamlet
Breaking Bad
Rebirth:
Beauty & The Beast
How the Grinch
Stole Christmas
@Pearl_Higgins
85. Molly Bang & picture books
85
Sometimes it’s all in what you
hint at, allude to, or use to
grab your audience’s
attention.
You don’t have a lot of time;
visuals can carry the weight
for you.
@Pearl_Higgins
115. Social Media Storytelling
• Facebook Canvas
• Stellar Stories
• Twitter Moments
• Animoto
• Adobe Spark Video
• Ripl
@untypicalman for more social
storytelling tips
@Pearl_Higgins 115
116. Let’s bring a little joy back
into what we do.
116@Pearl_Higgins
Nielson | Global Trust in Advertising and Brand Messages April 2012
Nielson | Global Trust in Advertising and Brand Messages April 2012
Nielson | Global Trust in Advertising and Brand Messages April 2012
When consumers and brands talk: storytelling theory and research in psychology and marketing Arch G. Woodside Psychology & Marketing, Vol. 25 February 2008
When consumers and brands talk: storytelling theory and research in psychology and marketing Arch G. Woodside Psychology & Marketing, Vol. 25 February 2008