A tool fo strategic planning inspired by hollywood best script doctors storytelling principles. 7 stages to better think & express your brand strategy.
4. A CERTAIN TYPE OF !
PERSON !
HAS A CERTAIN GOAL, AND
ENCOUNTERS OBSTACLES!
THAT HAVE CHANGED HIM/HER
WHEN FINALLY THEY DO (OR DO
NOT) ACHIEVE THAT GOAL.
5. A CERTAIN TYPE OF !
PERSON !
HAS A CERTAIN GOAL, AND
ENCOUNTERS OBSTACLES!
THAT HAVE CHANGED HIM/HER
WHEN FINALLY THEY DO (OR DO
NOT) ACHIEVE THAT GOAL.
BRAND/ PRODUCT
7. ONCE UPON A TIME THERE WAS ___. EVERY DAY,
___. ONE DAY ___. BECAUSE OF THAT, ___.
BECAUSE OF THAT, ___. UNTIL FINALLY ___.
7!
PIXAR_22 RULES OF STORYTELLING_RULE N.4
15. P E O P L E !
C U L T U R E !
B U S I N E S S !
B R A N D / P R O D U C T !
C O M M S !
C O M P E T I T I O N !
16. malcolm gladwell_happiness, choice and
spaghetti sauce
h t t p : / / e d . t e d . c o m / l e s s o n s / m a l c o l m - g l a d w e l l - o n - s p a g h e t t i -
s a u c e
24. WHAT IS THE MAIN CHARACTER’S CURRENT NEED/ WEAKNESS?/ WHERE ARE WE
NOW?
----------------------------------------------------------------------------------
1
33. « ALL WELL-DRAWN CHARACTERS
HAVE A SPINE . AND THE IDEA IS
THAT THE CHARACTER HAS AN
INNER MOTOR, A DOMINANT,
UNCONSCIOUS GOAL THAT THEY'RE
STRIVING FOR, AN ITCH THAT THEY
CAN'T SCRATCH. »
ANDREW STANTON_THE CLUES OF A GREAT STORY
34. ANDREW STANTON_THE CLUES OF A GREAT STORY!
http:/ /w ww.ted.com/talks/
andrew _stanton_the_clues_to_a_great _stor y
56. =WHAT IS THE BRAND
PURPOSE? !
THE BRAND CREDIBLE ROLE IN
PEOPLE’S LIVES
57.
58. brand purpose
the promise and the consumer benefit locked within it
the promise of a role for the brand in your life, not just
selling a product/service
our credible meaningful role in your life (not what we want
to sell about us)
8 words maximum
a sense of an end-point, a destination, a north star
S O U R C E : D R O G A 5
67. WHAT IS THE MAIN CHARACTER’S CURRENT NEED/ WEAKNESS?/ WHERE ARE WE
NOW?
----------------------------------------------------------------------------------
WHAT DOES THE MAIN CHARACTER WANT TO WIN, GAIN, GET OR ACHIEVE ON SHORT/
LONG TERM? WHERE DO WE WANT TO BE? WHO DO WE WANT TO BE?
----------------------------------------------------------------------------------
1
2
69. =WHAT NEEDS TO BE
FOUGHT AGAINST
AND WHY IS IT
GOING TO BE SO
HARD?
70. WHAT ARE THE
ANTAGONISMS?!WHO IS THE ENEMY/ THE VILLAIN!
WHAT ARE THE OBSTACLES!
WHO OR WHAT IS STOPPING THE PROTAGONIST
FROM ACCOMPLISHING THEIR GOAL
71. T H E R E A R E T H E O B S TA C L E S A N D
A N TA G O N I S M S
72. >>>WHAT IS HE IN CONFLICT WITH?!
C F. L I N D A S E G E R ( 1 9 9 4 ) _ M A K I N G A G O O D S C R I P T G R E A T
PERSONAL - UNCERTAINTY OR SELF-DOUBT, A STRUGGLE WITH CONSCIENCE!
RELATIONAL - WITH A LOVE INTEREST, FAMILY OR FRIENDS, WORK COLLEAGUES!
SOCIETAL - WITHIN THE CHARACTER’S SOCIAL ENVIRONMENT!
SITUATIONAL - THE PHYSICAL ENVIRONMENT!
COSMIC - VERSUS GOD OR SATAN (OR SOME OTHER DEITY/IES)!
!
!
SESSION
TOOL
75. WHEN IT COMES TO
INTERACTING WITH
YOUR CUSTOMERS,
MORE ISN'T BETTER.!
HARVARD BUSINESS REVIEW_THREE MYTHS ABOUT WHAT CUSTOMERS WANT_KAREN FREEMAN, PATRICK
SPENNER AND ANNA BIRD_MAI 2012
dominos pizza_turnaround
h t t p : / / w w w . y o u t u b e . c o m / w a t c h ? v = A H 5 R 5 6 j I L a g
80. you admire a character for
trying more than for their
successes.!
R U L E # 1
T H E 2 2 R U L E S O F S T O R Y T E L L I N G , A C C O R D I N G T O
P I X A R _ E M M A C O A T S
85. AT THAT POINT: !
SOMEONE WANTS SOMETHING
VERY BADLY, AND IS HAVING A
LOT OF TROUBLE GETTING IT.!
86. WHAT IS THE MAIN CHARACTER’S CURRENT NEED/ WEAKNESS?/ WHERE ARE WE
NOW?
----------------------------------------------------------------------------------
WHAT DOES THE MAIN CHARACTER WANT TO WIN, GAIN, GET OR ACHIEVE ON SHORT/
LONG TERM? WHERE DO WE WANT TO BE? WHO DO WE WANT TO BE?
----------------------------------------------------------------------------------
WHAT NEEDS TO BE FOUGHT AGAINST AND WHY IS IT GOING TO BE SO HARD?
----------------------------------------------------------------------------------
1
2
3
88. WHAT IS THE MAIN CHARACTER’S CURRENT NEED/ WEAKNESS?/ WHERE ARE WE
NOW?
----------------------------------------------------------------------------------
WHAT DOES THE MAIN CHARACTER WANT TO WIN, GAIN, GET OR ACHIEVE ON SHORT/
LONG TERM? WHERE DO WE WANT TO BE? WHO DO WE WANT TO BE?
----------------------------------------------------------------------------------
WHAT NEEDS TO BE FOUGHT AGAINST AND WHY IS IT GOING TO BE SO HARD?
----------------------------------------------------------------------------------
1
2
3
WHAT IS
THE
PROBLEM
TO
SOLVE?
89. EXPLORE
MAP YOUR
PLAN/
STORY
BUSINE
SS
COMPE
TITION
PEO
PLE
COMMS
CULT
URE
US
INTEGRATED STRAT & COMMS PLANNING
AD &
MEDIA
CREATIVE
BRIEF
C
H
A
N
G
E
BIG
organising
IDEA
WHAT IS THIS ALL ABOUT?
PLEASE, QUESTION
COMMS
ARCHI
TECTURE
3 6 5 / O P T I M I Z AT I O N
SERENDIPITY
WHAT HAVE YOU SEEN?
WHAT IS BIG?
STRATEGIC PLAN
HOW YOU GO FROM A (PROBLEM) TO B
(OBJECTIVE)?
PROBLEM
TO SOLVE
WHAT IS TO
BE SOLVED?
WHAT IS THE STORY
TO BE EXPERIENCED
BY PEOPLE?
HOW YOU
BRING THIS
EXPERIENCE
TO LIFE?
HOW YOU
KNOW IF
IT’S A
SUCCESS
CLIENT
BRIEF
HOW YOU KEEP MAKING IT BETTER,
STRONGER, BIGGER, MORE EFFICIENT?
BRAND
PURPOSE
SHORT
TERM
LONG
TERM
OBJ
EMAN
MAP
Q&A
INSIGHTS
99. 113!
>change the question
how do you improve mouse traps ?
= mouse traps solutions
vs how to get rid of mice ?
>storyboarding
start with 6 (goal) then 1 (starting point/ where you are today)…
SESSION
TOOL
100. A
B
what are we doing to get
there?
where are we now?
where do we want to be?
what are we doing to get
there?
what are we doing to get
there?
what are we doing to get
there?
112. "SEX IS VERY DIFFICULT IN ZERO
GRAVITY, APPARENTLY, BECAUSE YOU
HAVE NO TRACTION AND YOU KEEP
BUMPING AGAINST THE WALLS ... !
YOU HAVE NO FRICTION, YOU HAVE NO
RESISTANCE. »
114. WHAT IS THE MAIN CHARACTER’S CURRENT NEED/ WEAKNESS?/ WHERE ARE WE
NOW?
----------------------------------------------------------------------------------
WHAT DOES THE MAIN CHARACTER WANT TO WIN, GAIN, GET OR ACHIEVE ON SHORT/
LONG TERM? WHERE DO WE WANT TO BE? WHO DO WE WANT TO BE?
----------------------------------------------------------------------------------
WHAT NEEDS TO BE FOUGHT AGAINST AND WHY IS IT GOING TO BE SO HARD?
----------------------------------------------------------------------------------
WHAT IS THE PLAN TO SOLVE THE PROBLEM? WHAT IS THE TASK AND WHAT IS THE BIG
IDEA TO ACHIEVE IT?
----------------------------------------------------------------------------------
1
2
3
4
WHAT IS
THE
PROBLEM
TO SOLVE
121. U s e a d v e r t i s i n g a s a s i g n p o s t
t o i n v i t e p e o p l e t o w a n t t o
d i s c o v e r m o r e o f t h e b r a n d
s t o r y
H e l p b r a n d
f o l l o w e r s t o
d i s c o v e r o u r
c o n t e n t fi r s t a n d
w a n t t o b e t h e fi r s t
o n e s t o s h a r e
E x t e n d t h e
o p p o r t u n i t y f o r o u r
TA t o e n g a g e w i t h
t h e b r a n d s t o r y a n d
w a n t t o s e a r c h f o r
m o r e
C o m m u n i c a t e
t h e d e t a i l s o f
t h e o f f e r i n t h e
m o s t
c u s t o m i z e d w a y
t o f a c i l i t a t e
a c t i v e m a p p i n g
I n s p i r e u s e r s t o b e c o m e
a d v o c a t e s f o r t h e b r a n d
a n d w a n t t o p a y m o r e f o r
m o r e o f R e n a u l t
EXPERIENCE
JOURNEY
122. ROLES FOR COMMS
COMMS BRIEF TEMPLATE
D E S I R E D
A U D I E N C E
B E H A V I O U R
A S S E T S &
IDEAS WE’LL
C R E A T E
C H A N N E L S
TO ACTIVATE
INVITE
Use advertising as a signpost
to invite people to want to
discover more of the brand
story
CONVINCE
engage audience attention
via content and personal
interactive media to make
them want to share and
search for more
ADVOCACY
Inspire users to become
advocates and want to pay
more for more of the brand
via direct relationship based
media
ACTION ACTIVITIES KEY CHANNELS
CONVERT
communicate the details of
the offer in the most
customized way via
performance media to drive
purchase conversion
SHARE
maketheexperiencesharedateverystageviasocialmedia
throughwhichpeoplesharecomment
I see an ad, I see a the
brand/ product that makes
me want to discover more
of the brand story
I engage with the brand
content and I want to be
the first one to share/
search for more of the
product
I actively evaluate the
product against my needs
& wants until I want to buy
it
I use the product, I’m
involved in a relationship
with the brand and I want
to share my experience
with others/ want more
services
BRAND PURPOSE:______________________________________________
OVERALL PROBLEM TO SOLVE/ TASK:_____________________________________________
BIG (ORGANISING) IDEA: ________________________________________
INTEGRATED
BRIEF
124. WHAT IS THE MAIN CHARACTER’S CURRENT NEED/ WEAKNESS?/ WHERE ARE WE
NOW?
----------------------------------------------------------------------------------
WHAT DOES THE MAIN CHARACTER WANT TO WIN, GAIN, GET OR ACHIEVE ON SHORT/
LONG TERM? WHERE DO WE WANT TO BE? WHO DO WE WANT TO BE?
----------------------------------------------------------------------------------
WHAT NEEDS TO BE FOUGHT AGAINST AND WHY IS IT GOING TO BE SO HARD?
----------------------------------------------------------------------------------
WHAT IS THE PLAN TO SOLVE THE PROBLEM? WHAT IS THE TASK AND WHAT IS THE BIG
IDEA TO ACHIEVE IT?
----------------------------------------------------------------------------------
HOW DOES THE IDEA LIVES CONCRETELY?
---------------------------------------------------------------------------------
1
2
3
4
5
WHAT IS
THE
PROBLEM
TO SOLVE
HOW WE
SOLVE IT
127. WHAT IS YOUR NEW
POSITIONING, YOUR
NEW ROLE TO PLAY?
128.
129. WHAT IS THE MAIN CHARACTER’S CURRENT NEED/ WEAKNESS?/ WHERE ARE WE
NOW?
----------------------------------------------------------------------------------
WHAT DOES THE MAIN CHARACTER WANT TO WIN, GAIN, GET OR ACHIEVE ON SHORT/
LONG TERM? WHERE DO WE WANT TO BE? WHO DO WE WANT TO BE?
----------------------------------------------------------------------------------
WHAT NEEDS TO BE FOUGHT AGAINST AND WHY IS IT GOING TO BE SO HARD?
----------------------------------------------------------------------------------
WHAT IS THE PLAN TO SOLVE THE PROBLEM? WHAT IS THE TASK AND WHAT IS THE BIG
IDEA TO ACHIEVE IT?
----------------------------------------------------------------------------------
HOW DOES THE IDEA LIVES CONCRETELY?
---------------------------------------------------------------------------------
WHO HAVE YOU BECOME AFTER ALL THIS?
----------------------------------------------------------------------------------
1
2
3
4
5
6
WHAT IS
THE
PROBLEM
TO SOLVE
HOW WE
SOLVE IT
138. WHAT IS THE MAIN CHARACTER’S CURRENT NEED/ WEAKNESS?/ WHERE ARE WE
NOW?
----------------------------------------------------------------------------------
WHAT DOES THE MAIN CHARACTER WANT TO WIN, GAIN, GET OR ACHIEVE ON SHORT/
LONG TERM? WHERE DO WE WANT TO BE? WHO DO WE WANT TO BE?
----------------------------------------------------------------------------------
WHAT NEEDS TO BE FOUGHT AGAINST AND WHY IS IT GOING TO BE SO HARD?
----------------------------------------------------------------------------------
WHAT IS THE PLAN TO SOLVE THE PROBLEM? WHAT IS THE TASK AND WHAT IS THE BIG
IDEA TO ACHIEVE IT?
----------------------------------------------------------------------------------
HOW DOES THE IDEA LIVES CONCRETELY?
---------------------------------------------------------------------------------
WHO HAVE YOU BECOME AFTER ALL THIS?
----------------------------------------------------------------------------------
WHAT DOES THE NEW WORLD LOOK LIKE? AND WHAT IS GOING TO START NOW?
----------------------------------------------------------------------------------
1
2
3
4
5
6
7
WHAT IS
THE
PROBLEM
TO SOLVE
HOW WE
SOLVE IT
HOW WE
KNOW
IT’S A
SUCCESS
139. IL ETAIT UNE FOIS ____________ (MARQUE) QUI
_______________________________________________________________
____________________________________________________ (WEAKNESS).
POURTANT ____________ (MARQUE) VOULAIT ABSOLUMENT
_______________________________________________________________
_______________________________________________________(DESIRE).
OR, C’ETAIT COMPLIQUE ________________________________
_____________________________________________________(OPPONENT).
__________ (MARQUE) DECIDA ALORS DE
_______________________________________________________________
_______________________________________________________________
________________________________________________________(PLAN)
DE LA MANIERE SUIVANTE:
_______________________________________________________________
_______________________________________________________________
_______________________________________________________(BATTLE).
EN CONSEQUENCE DE QUOI, ___________ (MARQUE) DEVINT
______________________________________________ (SELF-REVELATION).
CE QUI EUT POUR EFFET DE
_______________________________________________________________
_______________________________________________(NEW EQUILIBRIUM).
140.
141. EXPLORE
MAP YOUR
PLAN/
STORY
BUSINE
SS
COMPE
TITION
PEO
PLE
COMMS
CULT
URE
US
INTEGRATED STRAT & COMMS PLANNING
AD &
MEDIA
CREATIVE
BRIEF
C
H
A
N
G
E
BIG
IDEA
WHAT IS THIS ALL ABOUT?
PLEASE, QUESTION
COMMS
ARCHI
TECTURE
3 6 5 / O P T I M I Z AT I O N
SERENDIPITY
WHAT HAVE YOU SEEN?
WHAT IS BIG?
STRATEGIC PLAN
HOW YOU GO FROM A (PROBLEM) TO B
(OBJECTIVE)?
PROBLEM
TO SOLVE
WHAT IS TO
BE SOLVED?
WHAT IS THE STORY
TO BE EXPERIENCED
BY PEOPLE?
HOW YOU
BRING THIS
EXPERIENCE
TO LIFE?
HOW YOU
KNOW IF
IT’S A
SUCCESS
CLIENT
BRIEF
HOW YOU KEEP MAKING IT BETTER,
STRONGER, BIGGER, MORE EFFICIENT?
Q&A
INSIGHTS