Anouk PappersBrand Anthropologist and AuthorFounder CoolBrands and CBNWS

“The criteria for a good story” by Anouk Pappers

“There are stories and then there are Stories with a capital S – the really good ones. For brands, it is essential to decide upfront

what they want their audience to remember.

“It’s not about what you want to say, it is about what you want your audience to remember.”

To make sure they not only remember, but remember the right things, there are a couple points to keep in mind.”

Elements of a Good Story

The Wow FactorThe first and perhaps most important element

of a good story is the Wow Factor. You have to catch your audience’s attention.

The content, context or tone and way you tell the story have to make people go “Wow”.

StickinessThe second crucial element is stickiness. Tell the story in such a way that people can

easily remember it. Don’t use too many complicated words, don’t give too much information. Make your audience curious to learn more. Make sure your story sticks.

Let them repeat your story to their peers.

Make it PersonalDon’t ever tell a story about “our company” or “the brand”, but make it personal. The

story’s content also has to be personal. You can’t talk about the founder of the company and all the things he did without playing a part in this story yourself.

Somehow the story has to be about you, in relation to the company.

Keep it AuthenticThe story has to be true. You can’t make it up.

Of course you can add elements to the story to make it more interesting for people to listen to

and easier to remember, but it has to be true.

Target the audience Adjust your story according to the audience. If you are talking to students about a brand that is targeted at mothers for example, don’t expect them to feel the same

way a mother would. So appeal to other emotions.

Anouk PappersBrand Anthropologist

Founder CoolBrands and CBNWSAuthor:

‘Around the World in 80 Brands’‘CoolBrands the Guru book’

‘Storytelling Expedition into Brazil Food’‘Storytelling Expedition into the Middle East & Africa