Boost the effectivity of your on (and offline) campaigns & experiences with a brand

conflict

LEMON SCENTED TEA

THE STORYTELLING AGENCY

GIJSBREGT VIJN @ DML 2016

Show what your brand fights for

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Authenticity

Fragmentation

Engagement

The brand challenge

The brand challenge

Engagement

The brand challenge

Fragmentation

Hollywood

The brand challenge

Authenticity

Authenticity

Fragmentation

Engagement

A great story tackles

Deep dive in storytelling

Storytelling Structure

Held Doel Middelen Tegenstander Conflict

Example

Matrix

Example

Matrix

Held Middelen Tegenstander ConflictDoel

Example

Sound

of music

Example

Sound of music

Held Middelen Tegenstander ConflictDoel

Why

Cortisol & Oxytocin

Why:

Why

Cortisol

Why

Oxytocin

You need a

conflict to get attention

The mouse sat on the mat is not a story

The mouse sat on the cats

mat is a story

What works for movies

works for brands

Lots a brand models no conflict

Simon Sinek

No conflict

Doel

TegenstanderMiddelen

Held

Conflict

The brand

conflict model

Held

The brand

conflict model

Doel

Held

The brand

conflict model

Doel

Middelen

Held

The brand

conflict model

Doel

TegenstanderMiddelen

Held

The brand

conflict model

Doel

TegenstanderMiddelen

Held

Conflict

HeldMaserati

MiddelenCleverness and braveness

TegenstanderThe big car companies

ConflictSmart vs big

DoelPursuit of perfection

Maserati

HeldChipotle

MiddelenHealthy sustainable food

TegenstanderMass production

Conflict People need to start caring

DoelCultivate a better world

Chipotle

Peerby

Waarom kopen als je lenen kan

‘The networked brand’

BRAND

What you fight for

motivates your customers & employees

What you fight for

brings consistency

& flexibility

What you fight forboosts effectiveness through emotion

Logic 20%Emotional 80%

Emotional Combined Rational

31%

26%

16%

Campaign

effectiveness%

Rep

ort

ing

very

larg

e p

rofi

tg

ain

s

What you fight for brings

emotion in the customer journey

Awareness Consideration Purchase Retention Advocacy

Super normalstimuli& newness

Share the

world what

you fight for

Plastic Whale

To take home

5 Tricks

5 Tricks1. Share the world what you fight for as a brand

5 Tricks1. Share the world what you fight for

2. Use Hollywood storytelling power to build engagement and meaning

5 Tricks1. Share the world what you fight for

2. Use Hollywood storytelling power to build engagement and meaning

3. Motivate your ‘networked brand’ with what you fight for

5 Tricks1. Share the world what you fight for

2. Use Hollywood storytelling power to build engagement and meaning

3. Motivate your ‘networked brand’ with what you fight for

4. Bring emotion in your brand & customer journey with it

5 Tricks1. Share the world what you fight for

2. Use Hollywood storytelling power to build engagement and meaning

3. Motivate your ‘networked brand’ with what you fight for

4. Bring emotion in your brand & customer journey with it

5. Boost your campaigns & content with super normal stimuli (touch, tell, sell)

Secret trick 6Give us a call if you want to re-energize your brand,

campaigns and content

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Gijsbregt Vijn

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