際際滷

際際滷Share a Scribd company logo
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
The irony is that while there have never been more
ways to REACH consumers, its never been harder
to CONNECT with consumers.

Brad Jakeman, former advertising chief at Macys and
Citigroup
Winning the Story Wars
Image courtesy of the University of Notre Dames Facebook page
Why Do We Tell Stories?
Story-loving isnt just culture; its 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
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
matterswe must listen to each others stories and
know that we are each the authors of our own lives.
Daniel H. Pink, A Whole New Mind
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.
Know Your Brand
Unexpected
        Meaning




Chuck Loftons Video
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/
RHB & THE THREE SATELLITES
  http://rhb.com/coherence/three-satellites/
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
How do you tell Your Story?
  The Heros Journey By Joseph
            Campbell
Save The Cat
How Do You Tell Your Story?
~To Write Love on Her Arms (TWLOHA)
How Do You Tell Your Story?
Toyotas Auto-Biography
Let your loyal fans repair your reputation for you
How Do You Tell Your Story?
How Do You Tell Your Story?
~IMC  Engage All Senses
Dont lose an opportunity to capture an authentic and compelling story!
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
QUESTIONS?

       Julie Campbell
   Twitter: @carpe777
Email: jlcampbell@taylor.edu
 OR carpe777@gmail.com
Ad

Recommended

Building your brand and brand story
Building your brand and brand story
Marie Still
How storytelling can enhance digital projects
How storytelling can enhance digital projects
LUKSO
Articulating A Compelling Brand Story
Articulating A Compelling Brand Story
Bayo (Olubayo) Adekanmbi CM(SA)
Brand Storytelling: A Look at the Hero and Brand Journey
Brand Storytelling: A Look at the Hero and Brand Journey
Kim Donlan
Human-Centric Storytelling in Business
Human-Centric Storytelling in Business
Kubo Finland
Why Brand Storytelling Matters
Why Brand Storytelling Matters
ME Consulting
The 4 keys to a compelling story
The 4 keys to a compelling story
Ed Lynes
Brand narrative
Brand narrative
John Li
Brand storytelling
Brand storytelling
JSH&A Communications
Why Stories are Vital for Branding
Why Stories are Vital for Branding
LUKSO
The Power of Storytelling
The Power of Storytelling
Telisha Galizio
Brand storytelling Masterclass - John Maduforo (Futuresoft)
Brand storytelling Masterclass - John Maduforo (Futuresoft)
John Maduforo
Storytelling Ads
Storytelling Ads
Gab Billones
Storytelling for Business
Storytelling for Business
Scott Meyer
Wordcraft Corporate Storytelling Workshop for Greater Langley Chamber of Comm...
Wordcraft Corporate Storytelling Workshop for Greater Langley Chamber of Comm...
Eric Reynolds
Crafting_Compelling_Brand_Narratives__The_Art_of_Storytelling.pptx.pdf
Crafting_Compelling_Brand_Narratives__The_Art_of_Storytelling.pptx.pdf
Future Software Resources
The Science of Story: How Brands Can Use Storytelling To Get More Customers
The Science of Story: How Brands Can Use Storytelling To Get More Customers
Digital Surgeons
The Power of Story
The Power of Story
Cindy Heath
the power of story telling . how brands can connect emotionally with (1) (2...
the power of story telling . how brands can connect emotionally with (1) (2...
Brandbajade
Pamela Rutledge: Planning-ness 2011
Pamela Rutledge: Planning-ness 2011
Planning-ness
Brand Journalism the New Conversation Economy .key
Brand Journalism the New Conversation Economy .key
GRECO Consulting
WACRAO Stories 2009
WACRAO Stories 2009
TargetX
Storytelling in Marketing.pptx
Storytelling in Marketing.pptx
Franklin Ugobude
Basics of Brand Narrative
Basics of Brand Narrative
csackeyfio
Storytelling Session
Storytelling Session
Rajesh Lalwani
How to Use Story Theory to Create Brand Affinity
How to Use Story Theory to Create Brand Affinity
Jim Signorelli
The Art of Storytelling
The Art of Storytelling
Own Company
branding presentation (2)
branding presentation (2)
Heather Lambert
Publishing Your Memoir with Brooke Warner
Publishing Your Memoir with Brooke Warner
Brooke Warner
SCHIZOPHRENIA OTHER PSYCHOTIC DISORDER LIKE Persistent delusion/Capgras syndr...
SCHIZOPHRENIA OTHER PSYCHOTIC DISORDER LIKE Persistent delusion/Capgras syndr...
parmarjuli1412

More Related Content

Similar to Julie Campbell's eduWeb 2012 Presentation (20)

Brand storytelling
Brand storytelling
JSH&A Communications
Why Stories are Vital for Branding
Why Stories are Vital for Branding
LUKSO
The Power of Storytelling
The Power of Storytelling
Telisha Galizio
Brand storytelling Masterclass - John Maduforo (Futuresoft)
Brand storytelling Masterclass - John Maduforo (Futuresoft)
John Maduforo
Storytelling Ads
Storytelling Ads
Gab Billones
Storytelling for Business
Storytelling for Business
Scott Meyer
Wordcraft Corporate Storytelling Workshop for Greater Langley Chamber of Comm...
Wordcraft Corporate Storytelling Workshop for Greater Langley Chamber of Comm...
Eric Reynolds
Crafting_Compelling_Brand_Narratives__The_Art_of_Storytelling.pptx.pdf
Crafting_Compelling_Brand_Narratives__The_Art_of_Storytelling.pptx.pdf
Future Software Resources
The Science of Story: How Brands Can Use Storytelling To Get More Customers
The Science of Story: How Brands Can Use Storytelling To Get More Customers
Digital Surgeons
The Power of Story
The Power of Story
Cindy Heath
the power of story telling . how brands can connect emotionally with (1) (2...
the power of story telling . how brands can connect emotionally with (1) (2...
Brandbajade
Pamela Rutledge: Planning-ness 2011
Pamela Rutledge: Planning-ness 2011
Planning-ness
Brand Journalism the New Conversation Economy .key
Brand Journalism the New Conversation Economy .key
GRECO Consulting
WACRAO Stories 2009
WACRAO Stories 2009
TargetX
Storytelling in Marketing.pptx
Storytelling in Marketing.pptx
Franklin Ugobude
Basics of Brand Narrative
Basics of Brand Narrative
csackeyfio
Storytelling Session
Storytelling Session
Rajesh Lalwani
How to Use Story Theory to Create Brand Affinity
How to Use Story Theory to Create Brand Affinity
Jim Signorelli
The Art of Storytelling
The Art of Storytelling
Own Company
branding presentation (2)
branding presentation (2)
Heather Lambert
Why Stories are Vital for Branding
Why Stories are Vital for Branding
LUKSO
The Power of Storytelling
The Power of Storytelling
Telisha Galizio
Brand storytelling Masterclass - John Maduforo (Futuresoft)
Brand storytelling Masterclass - John Maduforo (Futuresoft)
John Maduforo
Storytelling Ads
Storytelling Ads
Gab Billones
Storytelling for Business
Storytelling for Business
Scott Meyer
Wordcraft Corporate Storytelling Workshop for Greater Langley Chamber of Comm...
Wordcraft Corporate Storytelling Workshop for Greater Langley Chamber of Comm...
Eric Reynolds
Crafting_Compelling_Brand_Narratives__The_Art_of_Storytelling.pptx.pdf
Crafting_Compelling_Brand_Narratives__The_Art_of_Storytelling.pptx.pdf
Future Software Resources
The Science of Story: How Brands Can Use Storytelling To Get More Customers
The Science of Story: How Brands Can Use Storytelling To Get More Customers
Digital Surgeons
The Power of Story
The Power of Story
Cindy Heath
the power of story telling . how brands can connect emotionally with (1) (2...
the power of story telling . how brands can connect emotionally with (1) (2...
Brandbajade
Pamela Rutledge: Planning-ness 2011
Pamela Rutledge: Planning-ness 2011
Planning-ness
Brand Journalism the New Conversation Economy .key
Brand Journalism the New Conversation Economy .key
GRECO Consulting
WACRAO Stories 2009
WACRAO Stories 2009
TargetX
Storytelling in Marketing.pptx
Storytelling in Marketing.pptx
Franklin Ugobude
Basics of Brand Narrative
Basics of Brand Narrative
csackeyfio
Storytelling Session
Storytelling Session
Rajesh Lalwani
How to Use Story Theory to Create Brand Affinity
How to Use Story Theory to Create Brand Affinity
Jim Signorelli
The Art of Storytelling
The Art of Storytelling
Own Company
branding presentation (2)
branding presentation (2)
Heather Lambert

Recently uploaded (20)

Publishing Your Memoir with Brooke Warner
Publishing Your Memoir with Brooke Warner
Brooke Warner
SCHIZOPHRENIA OTHER PSYCHOTIC DISORDER LIKE Persistent delusion/Capgras syndr...
SCHIZOPHRENIA OTHER PSYCHOTIC DISORDER LIKE Persistent delusion/Capgras syndr...
parmarjuli1412
Wax Moon, Richmond, VA. Terrence McPherson
Wax Moon, Richmond, VA. Terrence McPherson
TerrenceMcPherson1
University of Ghana Cracks Down on Misconduct: Over 100 Students Sanctioned
University of Ghana Cracks Down on Misconduct: Over 100 Students Sanctioned
Kweku Zurek
ROLE PLAY: FIRST AID -CPR & RECOVERY POSITION.pptx
ROLE PLAY: FIRST AID -CPR & RECOVERY POSITION.pptx
Belicia R.S
Assisting Individuals and Families to Promote and Maintain Health Unit 7 | ...
Assisting Individuals and Families to Promote and Maintain Health Unit 7 | ...
RAKESH SAJJAN
ABCs of Bookkeeping for Nonprofits TechSoup.pdf
ABCs of Bookkeeping for Nonprofits TechSoup.pdf
TechSoup
Sustainable Innovation with Immersive Learning
Sustainable Innovation with Immersive Learning
Leonel Morgado
Chalukyas of Gujrat, Solanki Dynasty NEP.pptx
Chalukyas of Gujrat, Solanki Dynasty NEP.pptx
Dr. Ravi Shankar Arya Mahila P. G. College, Banaras Hindu University, Varanasi, India.
Paper 109 | Archetypal Journeys in Interstellar: Exploring Universal Themes...
Paper 109 | Archetypal Journeys in Interstellar: Exploring Universal Themes...
Rajdeep Bavaliya
Paper 107 | From Watchdog to Lapdog: Ishiguros Fiction and the Rise of Godi...
Paper 107 | From Watchdog to Lapdog: Ishiguros Fiction and the Rise of Godi...
Rajdeep Bavaliya
Communicable Diseases and National Health Programs Unit 9 | B.Sc Nursing 5t...
Communicable Diseases and National Health Programs Unit 9 | B.Sc Nursing 5t...
RAKESH SAJJAN
Non-Communicable Diseases and National Health Programs Unit 10 | B.Sc Nursi...
Non-Communicable Diseases and National Health Programs Unit 10 | B.Sc Nursi...
RAKESH SAJJAN
Overview of Off Boarding in Odoo 18 Employees
Overview of Off Boarding in Odoo 18 Employees
Celine George
2025 June Year 9 Presentation: Subject selection.pptx
2025 June Year 9 Presentation: Subject selection.pptx
mansk2
ENGLISH_Q1_W1 PowerPoint grade 3 quarter 1 week 1
ENGLISH_Q1_W1 PowerPoint grade 3 quarter 1 week 1
jutaydeonne
Ray Dalio How Countries go Broke the Big Cycle
Ray Dalio How Countries go Broke the Big Cycle
Dadang Solihin
Battle of Bookworms 2025 - U25 Literature Quiz by Pragya
Battle of Bookworms 2025 - U25 Literature Quiz by Pragya
Pragya - UEM Kolkata Quiz Club
How to Manage Multi Language for Invoice in Odoo 18
How to Manage Multi Language for Invoice in Odoo 18
Celine George
Introduction to Generative AI and Copilot.pdf
Introduction to Generative AI and Copilot.pdf
TechSoup
Publishing Your Memoir with Brooke Warner
Publishing Your Memoir with Brooke Warner
Brooke Warner
SCHIZOPHRENIA OTHER PSYCHOTIC DISORDER LIKE Persistent delusion/Capgras syndr...
SCHIZOPHRENIA OTHER PSYCHOTIC DISORDER LIKE Persistent delusion/Capgras syndr...
parmarjuli1412
Wax Moon, Richmond, VA. Terrence McPherson
Wax Moon, Richmond, VA. Terrence McPherson
TerrenceMcPherson1
University of Ghana Cracks Down on Misconduct: Over 100 Students Sanctioned
University of Ghana Cracks Down on Misconduct: Over 100 Students Sanctioned
Kweku Zurek
ROLE PLAY: FIRST AID -CPR & RECOVERY POSITION.pptx
ROLE PLAY: FIRST AID -CPR & RECOVERY POSITION.pptx
Belicia R.S
Assisting Individuals and Families to Promote and Maintain Health Unit 7 | ...
Assisting Individuals and Families to Promote and Maintain Health Unit 7 | ...
RAKESH SAJJAN
ABCs of Bookkeeping for Nonprofits TechSoup.pdf
ABCs of Bookkeeping for Nonprofits TechSoup.pdf
TechSoup
Sustainable Innovation with Immersive Learning
Sustainable Innovation with Immersive Learning
Leonel Morgado
Paper 109 | Archetypal Journeys in Interstellar: Exploring Universal Themes...
Paper 109 | Archetypal Journeys in Interstellar: Exploring Universal Themes...
Rajdeep Bavaliya
Paper 107 | From Watchdog to Lapdog: Ishiguros Fiction and the Rise of Godi...
Paper 107 | From Watchdog to Lapdog: Ishiguros Fiction and the Rise of Godi...
Rajdeep Bavaliya
Communicable Diseases and National Health Programs Unit 9 | B.Sc Nursing 5t...
Communicable Diseases and National Health Programs Unit 9 | B.Sc Nursing 5t...
RAKESH SAJJAN
Non-Communicable Diseases and National Health Programs Unit 10 | B.Sc Nursi...
Non-Communicable Diseases and National Health Programs Unit 10 | B.Sc Nursi...
RAKESH SAJJAN
Overview of Off Boarding in Odoo 18 Employees
Overview of Off Boarding in Odoo 18 Employees
Celine George
2025 June Year 9 Presentation: Subject selection.pptx
2025 June Year 9 Presentation: Subject selection.pptx
mansk2
ENGLISH_Q1_W1 PowerPoint grade 3 quarter 1 week 1
ENGLISH_Q1_W1 PowerPoint grade 3 quarter 1 week 1
jutaydeonne
Ray Dalio How Countries go Broke the Big Cycle
Ray Dalio How Countries go Broke the Big Cycle
Dadang Solihin
Battle of Bookworms 2025 - U25 Literature Quiz by Pragya
Battle of Bookworms 2025 - U25 Literature Quiz by Pragya
Pragya - UEM Kolkata Quiz Club
How to Manage Multi Language for Invoice in Odoo 18
How to Manage Multi Language for Invoice in Odoo 18
Celine George
Introduction to Generative AI and Copilot.pdf
Introduction to Generative AI and Copilot.pdf
TechSoup
Ad

Julie Campbell's eduWeb 2012 Presentation

  • 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, its never been harder to CONNECT with consumers. Brad Jakeman, former advertising chief at Macys and Citigroup Winning the Story Wars
  • 3. Image courtesy of the University of Notre Dames Facebook page
  • 4. Why Do We Tell Stories? Story-loving isnt just culture; its 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 matterswe must listen to each others 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.
  • 8. Unexpected Meaning Chuck Loftons 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 Heros Journey By Joseph Campbell
  • 14. How Do You Tell Your Story? ~To Write Love on Her Arms (TWLOHA)
  • 15. How Do You Tell Your Story? Toyotas 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. Dont 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