3. paul_arnold@me.com
Why am I qualified to talk
to you about stories?
• 14 years Saatchi & Saatchi
• 11 years at Grey Advertising
• MBA
• MSc Change
• Master Practitioner NLP
• Winner of 6 Euro Effies
6. paul_arnold@me.com
Emotions drive our decision making
• Damasio 1994: Rational decision making is “hard wired” to our
emotions. Emotions are processed instantaneously.
• Zajonc and Bornstein (1992) showed that feelings and
emotions have primacy over thoughts (and that emotional
responses can be created even when we have no awareness of
the stimulus that causes them).
• D. Calne 2000 Rationality and Human Behaviour - “The essential
difference between emotion and reason is that emotion leads to
action, while reason leads to conclusions”
7. The digital age is changing the way we do
paul_arnold@me.com
communications
8. We need a ‘glue’ to stick it all together to
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ensure you give one consistent
presentation of the brand
• be it through….
– Brand essence
– Idea
– Story
– etc
73. paul_arnold@me.com
Brands are stories
“A great brand is a story that’s never
completely told.
A brand is a metaphorical story that
connects with something very deep - –
a fundamental human appreciation of
mythology. Companies that manifest
this…invoke something very
powerful…
Stories create the emotional context
people need to locate themselves in a
larger experience”
Scott Bedbury
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The brand story is a pivot for the total
comms brief
Expressed through many different media
The brand story
History Vision/Purpose Beliefs & Values Product Etc
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Sources:
• History
• Vision/Purpose
• Beliefs/POV
• Values
• How product is made
• How product is used
• Culture
• Consumer
• Created stories
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And sure there are just great stories in
ads…
…but these are not authentic stories.
A brand story only really creates a deeper meaning
when it comes from a truth
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Meta-Story and sub plots
6
4
3
1
2
5
Beauty with
comfort
Biome
Innovation fused
with tradition
From Hide to
High street
Yak leather
Injection
soles
Care (family)