This document discusses using conflict in storytelling for brands. It introduces the concept of a "brand conflict model" which identifies the main elements of a story - the hero, means, opponent, conflict, and goal. Examples are given of how brands like Maserati, National Geographic, and Chipotle can fit into this model. The document advocates that brands need a conflict to engage audiences and provides steps for developing a brand story through storymining, identifying the conflict, storymapping, and planning campaigns around the brand conflict model.

1. CONFLICT IS CONTENT
BRANDED CONTENT EVENT 2016
LEMON SCENTED TEA
THE STORYTELLING AGENCY
GIJSBREGT VIJN 2016

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3. Authenticity
Fragmentation
Engagement
The brand challenge

4. The brand challenge
Engagement

5. Hollywood
The brand challenge
Fragmentation

6. Hollywood
The brand challenge
Authenticity

7. Authenticity
Fragmentation
Engagement
A great story tackles

8. Deep dive in storytelling

9. Storytelling Structure
Held Doel Middelen Tegenstander Conflict

10. Voorbeeld
Matrix

11. Voorbeeld:
Matrix
Held Middelen Tegenstander ConflictDoel

12. Voorbeeld
Sound of music

13. Voorbeeld:
Sound of music
Held Middelen Tegenstander ConflictDoel

14. Why:
Cortisol &
Oxytocin

15. Why:
Cortisol

16. Why:
Oxytocin

17. You need a conflict
to get attention

18. What about brands
What about brands

19. Lots a brand models no conflict

20. Simon Sinek

21. No conflict
Doel
TegenstanderMiddelen
Held
Conflict

23. Company
Brand
Campaign
Channel
creativity
Levels of
storytelling

24. The brand
conflict model
Doel
TegenstanderMiddelen
Held
Conflict

25. Held
Maserati
Middelen
Cleverness and braveness
Tegenstander
The big car companies
Conflict
Know when to strike
Doel
Be the best
Maserati

27. Held
Curious people
Middelen
Knowldedge & a curious
mind
Tegenstander
Superficiality & indifference
Conflict
Spend your life to know
more
Doel
Push the human race
National
geographic

29. Held
Chipotle
Middelen
Healthy sustainable food
Tegenstander
Mass production
Conflict
People need to start caring
Doel
Cultivate a better world
Chipotle

31. Plastic Whale

32. Tony chocolony +
content voorbeeld

33. Tony chocolony +
content voorbeeld

34. Geen ruzie ergens tegen
vechten

35. Geen ruzie ergens tegen
vechten

36. You need a conflict
to get attention

37. You need a conflict
to get attention &
engagement

38. How do we
make this
happen

39. Step 1
Storymining Editorial sessie

40. Step 2
Conflict model Identity story

41. EU Commission

42. Step 3
Storymapping Storyplanning

43. Bavaria creative brief (campaign level)
Held
Bavaria
Middelen
Challenger attitude
Tegenstander
Traditionele biermerken
Conflict
De overhyped DJ scene
Doel
Creer een club hit record

44. Bavaria Film

45. Find your brand conflict
& feel the magic!!!

46. Thank you
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47. Freedom &
consistency
The brand
conflict