This document provides an overview of story strategy and branded storytelling. It discusses why humans are naturally inclined to understand and share stories, and how stories can provide context and meaning. The document also outlines some key elements of branded storytelling, including message, characters, plot, conflict, and references frameworks like Joseph Campbell's hero's journey. It emphasizes that brands must live out the stories they tell and discusses the role of marketer as an innovation agent using storytelling to lead responsible behavior.

1. Story Strategy 101
Roadmap to sharing your core brand stories in
a way that brings measurable actions
Julie Campbell
Twitter: @carpe777
email: jlcampbell@taylor.edu
OR carpe777@gmail.com

2. “The irony is that while there have never been more
ways to REACH consumers, it’s never been harder
to CONNECT with consumers.”
Brad Jakeman, former advertising chief at Macy’s and
Citigroup
Winning the Story Wars

3. Image courtesy of the University of Notre Dame’s Facebook page

4. Why Do We Tell Stories?
“Story-loving isn’t just culture; it’s biology. The human
brain has evolved in such a way as to enable the
construction and comprehension of narratives.”
Joel Achenbach, “The Vestigial Tale” The Washington Post,
October 29, 2009
“Humans are not ideally set up to understand logic;
they are ideally set up to understand stories.”
Roger C. Shank, Cognitive Scientist, Tell Me A Story

5. Why Do We Tell Stories?
“We are our stories. We compress years of experience,
thought and emotion into a few compact narratives that
we convey to others and tell ourselves stories can
provide – context enriched by emotion, a deeper
understanding of how we fit in and why that
matters…we must listen to each other’s stories and
know that we are each the authors of our own lives.”
Daniel H. Pink, A Whole New Mind

6. Brand
+
Storytelling
What is the most important
aspect to consider when
creating a brand?
“For me, it's all about
having a story to tell. This is
what will enable you to
create an experience
around the brand.”

7. Know Your Brand

8. Unexpected
Meaning
Chuck Lofton’s Video

9. COHERENCE is:
“the discipline of ensuring a
transparent connection between
customer expectation (brand) and
authentic user experience.
Coherence is aligning WHAT we
deliver with what we SAY we
deliver. Coherence engages
customers in shaping a meaningful
experience that meets their needs.
Coherence is telling the truth.”
http://rhb.com/coherence/

10. RHB & THE THREE SATELLITES
http://rhb.com/coherence/three-satellites/

11. How Do You Tell Your Story?
Elements of Branded Storytelling
Message/Values/Meaning
Characters/Identifiable Heroes
Plot
Conflict/Irony
Watch the video
*Resources: Storytelling: Branding in Practice
Telling The Story: The Missouri Group

12. How do you tell Your Story?
The Hero’s Journey By Joseph
Campbell

13. Save The Cat

14. How Do You Tell Your Story?
~To Write Love on Her Arms (TWLOHA)

15. How Do You Tell Your Story?
Toyota’s “Auto-Biography”
Let your loyal fans repair your reputation for you…

16. How Do You Tell Your Story?

17. How Do You Tell Your Story?
~IMC – Engage All Senses

18. Don’t lose an opportunity to capture an authentic and compelling story!

19. “Brands must actually live out the stories they tell and
apply the moral of their story not just to their
audiences but to themselves. The pressure to live up
to your story can also be seen as a transformational,
positive force. It casts you, the marketer, in the role
of innovation agent within your organization – the
stories your brand tells can be a powerful force in
leading your company to more responsible real-world
behavior.”
~Jonah Sachs, Winning the Story Wars

20. QUESTIONS?
Julie Campbell
Twitter: @carpe777
Email: jlcampbell@taylor.edu
OR carpe777@gmail.com