The principle of Talk Value - by Anouk Pappers

Ok, so you have all the right elements to tell a good sticky story with a Wow Factor. And then what? How do you get people to read it?

The next step is to create talk value!It’s quite simple really: people easily remember and repeat stories if there is a good reason to.Many brands talk about their products and product specs,but people are not interestedin sharing that information.It’s just information.

But stories based on own experienceor good third-party storiesthose they will use.

“Imagine you’re sitting with a group of friends and you’re all talking about sustainability. You’ve just read the story about the new brand that BMW, BMWi: a sustainable electric car, totally reinvented, based on the changes they witnessed with people who live in cities like San Francisco and Tokyo.

It’s a cool story with a high aspirational level, and by telling it you’ll definitely score points with your friends.

It’s relevant because it fits the topic of discussion, it definitely has a Wow Factor since it’s new, it’s sticky because the basics of the story are simple, it’s authentic because you read it and liked it,and you made it personalbecause you told the story in your own words.

That’s how stories spreadand brand images are strengthened!”

“But the brand also needs to make a shift. Because in order to create talk value, you have to create experiences.

A brand can’t just talk about products. It has to create stories around the brand.

And that is exactly what we do for brands and for people:we create content that they can use to convey their messageand therefore boost their public image.”

Anouk PappersBrand Anthropologist

Founder CoolBrands and CBNWS

Author :

‘Around the World in 80 Brands’

‘CoolBrandsthe Guru book’

‘Storytelling Expedition into Brazil Food’

‘Storytelling Expedition into the Middle East and Africa’