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Social Storytelling for the Modern Caveman, Jef Pelkmans speaks at Eurobest 2015
WHO’S TALKING
FROM STORYTELLING TO STORYSELLING
TODAY’S TOPICS
THE BASICS OF STORYTELLING
TRIPLE-A STORIES
ABOUT BRANDHOME
TAKE-AWAYS
BASICS OF BRANDING
A SMALL ELEMENT CAN SAY A LOT
ABOUT A PERSON
ANGELINA JOLIE &
BRAD PITT
BOB MARLEY
OLIVIA NEWTON JOHN
& JOHN TRAVOLTA
LADY DI
BUT THE SAME CAN BE SAID
FOR BRANDS
Social Storytelling for the Modern Caveman, Jef Pelkmans speaks at Eurobest 2015
Social Storytelling for the Modern Caveman, Jef Pelkmans speaks at Eurobest 2015
XXXXX
Social Storytelling for the Modern Caveman, Jef Pelkmans speaks at Eurobest 2015
WHAT IS A B®AND?
GREEN & COFFEE BAR
Social Storytelling for the Modern Caveman, Jef Pelkmans speaks at Eurobest 2015
RED & SPORTS CAR
Social Storytelling for the Modern Caveman, Jef Pelkmans speaks at Eurobest 2015
COLOUR
COLOUR
AROMA
Social Storytelling for the Modern Caveman, Jef Pelkmans speaks at Eurobest 2015
AROMA
BRAND
PACKAGING
Social Storytelling for the Modern Caveman, Jef Pelkmans speaks at Eurobest 2015
SOUND
Social Storytelling for the Modern Caveman, Jef Pelkmans speaks at Eurobest 2015
SOUND
PLACE
A BRAND CAN BE
ANYTHING
MUCH MORE THAN A NAME

MUCH MORE THAN A LOGO

MUCH MORE THAN AN ADVERT
BUT A BRAND IS MUCH MORE
WHY INVEST IN A BRAND?
Social Storytelling for the Modern Caveman, Jef Pelkmans speaks at Eurobest 2015
A BRAND CREATES AN
EMOTIONAL BOND
SURPASSING PRODUCT EXPERIENCE
A RELATIONSHIP
THAT ADDS VALUE
BRANDING REDUCES ELASTICITY
AND CREATES PREMIUM
PRICE - SERVICE - LOYALTY - DISTRIBUTION
A BRAND IS
A BELIEF SYSTEM
A BELIEF SYSTEM
WHERE SOMETIME NO WORDS ARE NEEDED
AND WHERE
SOMETIMES
YOU ARE LOST
FOR WORDS
A BRAND IS A BELIEF SYSTEM
WHERE YOUR STAKEHOLDERS
REWARD YOU WITH LOYALTY
& SPREAD THE WORD TO OTHERS
FROM STORYTELLING TO STORYSELLING
TODAY’S TOPICS
THE BASICS OF STORYTELLING
TRIPLE-A STORIES
ABOUT BRANDHOME
TAKE-AWAYS
FROM STORYTELLING TO STORYSELLING
TODAY’S TOPICS
TRIPLE-A STORIES
ABOUT BRANDHOME
TAKE-AWAYS
THE BASICS OF STORYTELLING
STORIES HAVE EXISTED
LONG BEFORE RECORDED HISTORY
AND THE TELLING OF STORIES HAVE CHANGED FORMS
DRASTICALLY THROUGHOUT THE YEARS
BUT THE ELEMENTS OF A STORY
NEVER CHANGED
MESSAGE
GLOBAL
WARMING
PLAYERS
THE
GOOD
THE
BAD
CONFLICT
HERO
AL GORE:
AN INCONVINIENT
TRUTH
PLOT
MESSAGE PLAYERS CONFLICT HERO PLOT
STORY BUILDING BLOCKS
QUESTION
WHAT DO STORIES AND BRANDS
HAVE IN COMMON?
THEY ARE BOTH
BELIEF SYSTEMS
BECAUSE BRANDS ARE
STORIES
STORIES IN YOUR BRAINS
A BRAND IS A
COLLECTION OF STORIES
- STORIES YOU’VE HEARD
- STORIES YOU’VE EXPERIENCED YOURSELF
- STORIES YOU’VE READ ABOUT
- STORIES YOU’VE SEEN ON THE INTERNET
- …
EXAMPLE
TOMS SHOES
Social Storytelling for the Modern Caveman, Jef Pelkmans speaks at Eurobest 2015
Social Storytelling for the Modern Caveman, Jef Pelkmans speaks at Eurobest 2015
MAKE SENSE OF THE WORLD
UNDERSTAND LIFE'S EXPERIENCES
DEAL WITH DILEMMAS
OVERCOME HARDSHIPS
STORIES HELP PEOPLE TO
THEY ARE BELIEF SYSTEMS
THAT FUNCTION AS A REFERENCE FRAME
TO FACILITATE THE CHOICES WE MAKE…
…AND THAT IS EXACTLY
WHAT BRANDS DO TOO
CONSUMERS HAVE TOO MANY CHOICES, AND TOO LITTLE TIME
DIFFERENT COMPANIES OFTEN HAVE SIMILAR OFFERINGS
BRANDS HELP CONSUMERS TO ORGANISE THE WORLD AND TO FACILITATE DECISIONS
STEPS FOR BUILDING A STORY
Social Storytelling for the Modern Caveman, Jef Pelkmans speaks at Eurobest 2015
storyline
story
storylining
story
storystorymining
storytelling
storyselling
storybuying
storyliving
story
story
mining
storyline
story
story
story
story
mining lining telling selling buying living
story
liningstoryline
story
story
story
story
mining lining telling selling buying living
story
story
story
story
story
story
story
story
story
story
story
story
story
story
story
telling
story
story
mining telling selling buying living
concept
story
story
story
story
lining
story
selling
mining selling buying living
concept
lining telling
story
buying
mining buying living
concept
lining telling selling
story
living
mining living
R
lining telling selling buying
RR
FROM STORYTELLING TO STORYSELLING
TODAY’S TOPICS
THE BASICS OF STORYTELLING
TRIPLE-A STORIES
ABOUT BRANDHOME
TAKE-AWAYS
FROM STORYTELLING TO STORYSELLING
TODAY’S TOPICS
TRIPLE-A STORIES
ABOUT BRANDHOME
TAKE-AWAYS
THE BASICS OF STORYTELLING
- PEOPLE FIRST TRUST PEOPLE
- THEN THEY TRUST THE STORIES THEY TELL
- THEN THEY TRUST BRANDS
Social Storytelling for the Modern Caveman, Jef Pelkmans speaks at Eurobest 2015
- GOOD STORIES
- NEED TO BE TRIPLE-A
- AUTHENTIC
- ACCOUNTABLE
- ACTIVATING
1AUTHENTICBE WHO YOU ARE
Social Storytelling for the Modern Caveman, Jef Pelkmans speaks at Eurobest 2015
Social Storytelling for the Modern Caveman, Jef Pelkmans speaks at Eurobest 2015
2ACCOUNTABLEDO WHAT YOU SAY
Social Storytelling for the Modern Caveman, Jef Pelkmans speaks at Eurobest 2015
3ACTIVATINGWHAT YOU HEAR, YOU FORGET
WHAT YOU SEE, YOU REMEMBER
WHAT YOU EXPERIENCE, YOU BUY
Social Storytelling for the Modern Caveman, Jef Pelkmans speaks at Eurobest 2015
THE STORYTELLING EFFECT
A GOOD EXPERIENCE?
A BAD EXPERIENCE?
HOW MANY TIMES DOES SOMEONE
TELL OTHERS ABOUT
A GOOD EXPERIENCE
A GOOD EXPERIENCE
3 TIMES
A BAD EXPERIENCE
A BAD EXPERIENCE
9 TIMES
THESE ARE FACTORS
FROM RESEARCH BEFORE
SOCIAL MEDIA EFFECTS
FACTOR 3 RIPPLE-EFFECT
Social Storytelling for the Modern Caveman, Jef Pelkmans speaks at Eurobest 2015
A STORY THAT IS TRIPLE-A
HAS THE POWER TO SPREAD
THE SAME COUNTS FOR A BRAND
BUT NOT IN A GOOD WAY!
FROM STORYTELLING TO STORYSELLING
TODAY’S TOPICS
THE BASICS OF STORYTELLING
TRIPLE-A STORIES
ABOUT BRANDHOME
TAKE-AWAYS
FROM STORYTELLING TO STORYSELLING
TODAY’S TOPICS
TRIPLE-A STORIES
ABOUT BRANDHOME
TAKE-AWAYS
THE BASICS OF STORYTELLING
BECAUSE STORIES HAVE AN
EFFECT ON OUR
BRAIN & BEHAVIOUR
STORYTELLING
LEADS TO
STORYSELLING
CONNECTION EMPATHY
TRUST
SALES
+
STORIES
THE EFFECT OF STORYTELLING ON YOUR BRAND
BUYING INTENTIONS X2 NPS +33% EMPLOYER BRANDING BRAND ATTRIBUTES +75%
SOURCE: RESEARCH 3DACCOUNTABILITY & COOLBRANDS
STORYTELLING IN THE NOW ERA: DIGITAL & SOCIAL
STORYTELLING HAS EVOLVED OVER YEARS
THE CHANNELS THROUGH WHICH STORIES ARE TOLD
HAVE MULTIPLIED & DIGITALISED
ENGAGING STORIES
USE AL YOUR
SENSES
ENGAGING STORIES
USE AL YOUR
SENSES
NEW MEDIA:
INTERACTIVE
IMMERSIVE
ENGAGING
INTERACTIVE CONTENT DEPENDENT ON YOUR CHOICES
Social Storytelling for the Modern Caveman, Jef Pelkmans speaks at Eurobest 2015
THENATUREOF
DIGITAL
STORYTELLING
1.DEMOCRATIC
1.DEMOCRATIC
2.DIRECT
1.DEMOCRATIC
2.DIRECT
3.NON-LINEAR
1.DEMOCRATIC
2.DIRECT
3.NON-LINEAR
4.MULTIPLE-CHANNEL
SOCIAL MEDIA AND STORYTELLING
A MATCH MADE IN HEAVEN?
SOCIAL MEDIA STORYTELLING
ABOUT COMMUNICATION
ABOUT BUILDING RELATIONSHIPS
SOCIAL MEDIA: THE CONTEMPORARY BONFIRE
1. SHAREABILITY
2. USE THE ELEMENTS
3. BE CONCISE
4. THE CUSTOMER = THE HERO
5. MEDIA MIX
5 TIPS FOR STORYTELLING ON SOCIAL MEDIA
FROM STORYTELLING TO STORYSELLING
TODAY’S TOPICS
THE BASICS OF STORYTELLING
TRIPLE-A STORIES
ABOUT BRANDHOME
TAKE-AWAYS
FROM STORYTELLING TO STORYSELLING
TODAY’S TOPICS
TRIPLE-A STORIES
ABOUT BRANDHOME
TAKE-AWAYS
THE BASICS OF STORYTELLING
BRANDHOME
SINCE 1995
FOUNDED BY ERIK SAELENS
WE ENSURE PROFITABLE GROWTH
FOR OUR CUSTOMERS’ BRAND(S)
OUR MISSION
EVOLUTION
1995
knowledge
center
first online
community on
brand knowledge
created by
Erik Saelens
2001
knowledge
center
12.000 subs for
brandletter
quoted in all
international press
training events
speaker corners
2006
agency
communication
agency backed by
unique know-how
Brandhome
method®
branded events
columns
2012
agency
Brandhome
academy®
in UAE
Brandhome
foundation®
guest speaker
on international
events
BRANDHOMEMUSEUM.COM
identity driven brand building®
MARKETING
CREATIVITY
CONCEPTING
IMPLEMENTATION
COMMUNICATION
DESIGN
EVENTS
deliverance
BRAND
KNOWLEDGE
STRATEGY
BOOKS
RESEARCH
BRANDHOME METHOD®
ACADEMY
know-how
identity driven brand building®
WHERE THEY ALL GO LEFT
WE GO RIGHT
WHERE THEY FOLLOW RIGHT, WE GO UN-RIGHT
ATYPICAL IDEA-CENTRIC
CHALLENGING
CHANGE
FROM STORYTELLING TO STORYSELLING
TODAY’S TOPICS
THE BASICS OF STORYTELLING
TRIPLE-A STORIES
ABOUT BRANDHOME
TAKE-AWAYS
FROM STORYTELLING TO STORYSELLING
TODAY’S TOPICS
TRIPLE-A STORIES
ABOUT BRANDHOME
TAKE-AWAYS
THE BASICS OF STORYTELLING
STORIESARETHEOLDESTBELIEFSYSTEMSTOENGAGEPEOPLE
BRANDSARESTORIESTHATCANSURVIVEOVERTIME
SUCCESSSTORIESMUSTBEAUTHENTIC,ACCOUNTABLE&ACTIVATING
TELLING=SELLING:STORIESAREALEVERAGETOMAKEPEOPLEBUY
SOCIALMEDIAARETHEBONFIREOFCONTEMPORARYSTORYTELLING
DIGDEEPINTOTHEBRANDSYOUAREWORKINGFOR
GETINTOUCHWITHEVERYONEINVOLVEDINTHE
BRAND,NOTONLYTHEMARKETINGMANAGER
LOOKATTHEREAL(EMOTIONAL)BENEFITSOFA
BRAND,NOTONLYWHATITCANDOFUNCTIONALLY
READYTOWRITE
BRAND(HI)STORIES
Social Storytelling for the Modern Caveman, Jef Pelkmans speaks at Eurobest 2015
THANK YOU

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