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Social Storytelling for the Modern Caveman, Jef Pelkmans speaks at Eurobest 2015

Jef Pelkmans, Brandhome's own strategy manager speaks at eurobest 2015 (Antwerp) about Social Storytelling for the Modern Caveman!

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Social Storytelling for the Modern Caveman, Jef Pelkmans speaks at Eurobest 2015

  1. 1. WHO’S TALKING
  2. 2. FROM STORYTELLING TO STORYSELLING TODAY’S TOPICS THE BASICS OF STORYTELLING TRIPLE-A STORIES ABOUT BRANDHOME TAKE-AWAYS
  3. 3. BASICS OF BRANDING
  4. 4. A SMALL ELEMENT CAN SAY A LOT ABOUT A PERSON
  5. 5. ANGELINA JOLIE & BRAD PITT
  6. 6. BOB MARLEY
  7. 7. OLIVIA NEWTON JOHN & JOHN TRAVOLTA
  8. 8. LADY DI
  9. 9. BUT THE SAME CAN BE SAID FOR BRANDS
  10. 10. XXXXX
  11. 11. WHAT IS A B®AND?
  12. 12. GREEN & COFFEE BAR
  13. 13. RED & SPORTS CAR
  14. 14. COLOUR
  15. 15. COLOUR
  16. 16. AROMA
  17. 17. AROMA
  18. 18. BRAND
  19. 19. PACKAGING
  20. 20. SOUND
  21. 21. SOUND
  22. 22. PLACE
  23. 23. A BRAND CAN BE ANYTHING
  24. 24. MUCH MORE THAN A NAME
 MUCH MORE THAN A LOGO
 MUCH MORE THAN AN ADVERT BUT A BRAND IS MUCH MORE
  25. 25. WHY INVEST IN A BRAND?
  26. 26. A BRAND CREATES AN EMOTIONAL BOND SURPASSING PRODUCT EXPERIENCE
  27. 27. A RELATIONSHIP THAT ADDS VALUE
  28. 28. BRANDING REDUCES ELASTICITY AND CREATES PREMIUM PRICE - SERVICE - LOYALTY - DISTRIBUTION
  29. 29. A BRAND IS A BELIEF SYSTEM
  30. 30. A BELIEF SYSTEM WHERE SOMETIME NO WORDS ARE NEEDED
  31. 31. AND WHERE SOMETIMES YOU ARE LOST FOR WORDS
  32. 32. A BRAND IS A BELIEF SYSTEM WHERE YOUR STAKEHOLDERS REWARD YOU WITH LOYALTY & SPREAD THE WORD TO OTHERS
  33. 33. FROM STORYTELLING TO STORYSELLING TODAY’S TOPICS THE BASICS OF STORYTELLING TRIPLE-A STORIES ABOUT BRANDHOME TAKE-AWAYS
  34. 34. FROM STORYTELLING TO STORYSELLING TODAY’S TOPICS TRIPLE-A STORIES ABOUT BRANDHOME TAKE-AWAYS THE BASICS OF STORYTELLING
  35. 35. STORIES HAVE EXISTED LONG BEFORE RECORDED HISTORY
  36. 36. AND THE TELLING OF STORIES HAVE CHANGED FORMS DRASTICALLY THROUGHOUT THE YEARS
  37. 37. BUT THE ELEMENTS OF A STORY NEVER CHANGED
  38. 38. MESSAGE GLOBAL WARMING
  39. 39. PLAYERS
  40. 40. THE GOOD THE BAD CONFLICT
  41. 41. HERO AL GORE: AN INCONVINIENT TRUTH
  42. 42. PLOT
  43. 43. MESSAGE PLAYERS CONFLICT HERO PLOT STORY BUILDING BLOCKS
  44. 44. QUESTION
  45. 45. WHAT DO STORIES AND BRANDS HAVE IN COMMON?
  46. 46. THEY ARE BOTH BELIEF SYSTEMS
  47. 47. BECAUSE BRANDS ARE STORIES
  48. 48. STORIES IN YOUR BRAINS
  49. 49. 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 - …
  50. 50. EXAMPLE TOMS SHOES
  51. 51. MAKE SENSE OF THE WORLD UNDERSTAND LIFE'S EXPERIENCES DEAL WITH DILEMMAS OVERCOME HARDSHIPS STORIES HELP PEOPLE TO
  52. 52. THEY ARE BELIEF SYSTEMS THAT FUNCTION AS A REFERENCE FRAME TO FACILITATE THE CHOICES WE MAKE…
  53. 53. …AND THAT IS EXACTLY WHAT BRANDS DO TOO
  54. 54. 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
  55. 55. STEPS FOR BUILDING A STORY
  56. 56. storyline story storylining story storystorymining storytelling storyselling storybuying storyliving story
  57. 57. story mining storyline story story story story mining lining telling selling buying living
  58. 58. 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
  59. 59. story telling story story mining telling selling buying living concept story story story story lining
  60. 60. story selling mining selling buying living concept lining telling
  61. 61. story buying mining buying living concept lining telling selling
  62. 62. story living mining living R lining telling selling buying RR
  63. 63. FROM STORYTELLING TO STORYSELLING TODAY’S TOPICS THE BASICS OF STORYTELLING TRIPLE-A STORIES ABOUT BRANDHOME TAKE-AWAYS
  64. 64. FROM STORYTELLING TO STORYSELLING TODAY’S TOPICS TRIPLE-A STORIES ABOUT BRANDHOME TAKE-AWAYS THE BASICS OF STORYTELLING
  65. 65. - PEOPLE FIRST TRUST PEOPLE - THEN THEY TRUST THE STORIES THEY TELL - THEN THEY TRUST BRANDS
  66. 66. - GOOD STORIES - NEED TO BE TRIPLE-A - AUTHENTIC - ACCOUNTABLE - ACTIVATING
  67. 67. 1AUTHENTICBE WHO YOU ARE
  68. 68. 2ACCOUNTABLEDO WHAT YOU SAY
  69. 69. 3ACTIVATINGWHAT YOU HEAR, YOU FORGET WHAT YOU SEE, YOU REMEMBER WHAT YOU EXPERIENCE, YOU BUY
  70. 70. THE STORYTELLING EFFECT
  71. 71. A GOOD EXPERIENCE? A BAD EXPERIENCE? HOW MANY TIMES DOES SOMEONE TELL OTHERS ABOUT
  72. 72. A GOOD EXPERIENCE
  73. 73. A GOOD EXPERIENCE 3 TIMES
  74. 74. A BAD EXPERIENCE
  75. 75. A BAD EXPERIENCE 9 TIMES
  76. 76. THESE ARE FACTORS FROM RESEARCH BEFORE SOCIAL MEDIA EFFECTS
  77. 77. FACTOR 3 RIPPLE-EFFECT
  78. 78. A STORY THAT IS TRIPLE-A HAS THE POWER TO SPREAD
  79. 79. THE SAME COUNTS FOR A BRAND
  80. 80. BUT NOT IN A GOOD WAY!
  81. 81. FROM STORYTELLING TO STORYSELLING TODAY’S TOPICS THE BASICS OF STORYTELLING TRIPLE-A STORIES ABOUT BRANDHOME TAKE-AWAYS
  82. 82. FROM STORYTELLING TO STORYSELLING TODAY’S TOPICS TRIPLE-A STORIES ABOUT BRANDHOME TAKE-AWAYS THE BASICS OF STORYTELLING
  83. 83. BECAUSE STORIES HAVE AN EFFECT ON OUR BRAIN & BEHAVIOUR STORYTELLING LEADS TO STORYSELLING
  84. 84. CONNECTION EMPATHY TRUST SALES + STORIES
  85. 85. THE EFFECT OF STORYTELLING ON YOUR BRAND BUYING INTENTIONS X2 NPS +33% EMPLOYER BRANDING BRAND ATTRIBUTES +75% SOURCE: RESEARCH 3DACCOUNTABILITY & COOLBRANDS
  86. 86. STORYTELLING IN THE NOW ERA: DIGITAL & SOCIAL
  87. 87. STORYTELLING HAS EVOLVED OVER YEARS THE CHANNELS THROUGH WHICH STORIES ARE TOLD HAVE MULTIPLIED & DIGITALISED
  88. 88. ENGAGING STORIES USE AL YOUR SENSES
  89. 89. ENGAGING STORIES USE AL YOUR SENSES NEW MEDIA: INTERACTIVE IMMERSIVE ENGAGING
  90. 90. INTERACTIVE CONTENT DEPENDENT ON YOUR CHOICES
  91. 91. THENATUREOF DIGITAL STORYTELLING
  92. 92. 1.DEMOCRATIC
  93. 93. 1.DEMOCRATIC 2.DIRECT
  94. 94. 1.DEMOCRATIC 2.DIRECT 3.NON-LINEAR
  95. 95. 1.DEMOCRATIC 2.DIRECT 3.NON-LINEAR 4.MULTIPLE-CHANNEL
  96. 96. SOCIAL MEDIA AND STORYTELLING A MATCH MADE IN HEAVEN?
  97. 97. SOCIAL MEDIA STORYTELLING ABOUT COMMUNICATION ABOUT BUILDING RELATIONSHIPS
  98. 98. SOCIAL MEDIA: THE CONTEMPORARY BONFIRE
  99. 99. 1. SHAREABILITY 2. USE THE ELEMENTS 3. BE CONCISE 4. THE CUSTOMER = THE HERO 5. MEDIA MIX 5 TIPS FOR STORYTELLING ON SOCIAL MEDIA
  100. 100. FROM STORYTELLING TO STORYSELLING TODAY’S TOPICS THE BASICS OF STORYTELLING TRIPLE-A STORIES ABOUT BRANDHOME TAKE-AWAYS
  101. 101. FROM STORYTELLING TO STORYSELLING TODAY’S TOPICS TRIPLE-A STORIES ABOUT BRANDHOME TAKE-AWAYS THE BASICS OF STORYTELLING
  102. 102. BRANDHOME SINCE 1995 FOUNDED BY ERIK SAELENS
  103. 103. WE ENSURE PROFITABLE GROWTH FOR OUR CUSTOMERS’ BRAND(S) OUR MISSION
  104. 104. 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
  105. 105. BRANDHOMEMUSEUM.COM
  106. 106. identity driven brand building®
  107. 107. MARKETING CREATIVITY CONCEPTING IMPLEMENTATION COMMUNICATION DESIGN EVENTS deliverance BRAND KNOWLEDGE STRATEGY BOOKS RESEARCH BRANDHOME METHOD® ACADEMY know-how identity driven brand building®
  108. 108. WHERE THEY ALL GO LEFT WE GO RIGHT WHERE THEY FOLLOW RIGHT, WE GO UN-RIGHT ATYPICAL IDEA-CENTRIC CHALLENGING CHANGE
  109. 109. FROM STORYTELLING TO STORYSELLING TODAY’S TOPICS THE BASICS OF STORYTELLING TRIPLE-A STORIES ABOUT BRANDHOME TAKE-AWAYS
  110. 110. FROM STORYTELLING TO STORYSELLING TODAY’S TOPICS TRIPLE-A STORIES ABOUT BRANDHOME TAKE-AWAYS THE BASICS OF STORYTELLING
  111. 111. STORIESARETHEOLDESTBELIEFSYSTEMSTOENGAGEPEOPLE BRANDSARESTORIESTHATCANSURVIVEOVERTIME SUCCESSSTORIESMUSTBEAUTHENTIC,ACCOUNTABLE&ACTIVATING TELLING=SELLING:STORIESAREALEVERAGETOMAKEPEOPLEBUY SOCIALMEDIAARETHEBONFIREOFCONTEMPORARYSTORYTELLING
  112. 112. DIGDEEPINTOTHEBRANDSYOUAREWORKINGFOR
  113. 113. GETINTOUCHWITHEVERYONEINVOLVEDINTHE BRAND,NOTONLYTHEMARKETINGMANAGER
  114. 114. LOOKATTHEREAL(EMOTIONAL)BENEFITSOFA BRAND,NOTONLYWHATITCANDOFUNCTIONALLY
  115. 115. READYTOWRITE BRAND(HI)STORIES
  116. 116. THANK YOU

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Jef Pelkmans, Brandhome's own strategy manager speaks at eurobest 2015 (Antwerp) about Social Storytelling for the Modern Caveman!

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