creating impact through storytelling
Post on 14-Sep-2014
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STORYTELLINGCREATE IMPACT THROUGH STORIES
FILIP COERTJENS
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some differences
branding vs. storytelling
branding storytellingfocus on the brand focus on the audience
creation co-creationreason emotion
showing tellingstatic changing
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how can sme attract new clients & candidates with…
SME CHALLENGES
time resources market budget
limited
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MAKE YOUR BRAND MEMORABLE
?
ANDREW STANTON
!
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storytelling is knowing your punchline, your ending. knowing that everything you say (…)
is leading to a singular goal.ANDREW STANTON
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your unique PURPOSE
CORE VALUES & BELIEFS
QUEST/JOURNEY
NIKE INSPIRES AND ENABLES ATHLETES TO EXPLORE AND CRUSH PERSONAL BARRIERS
AND LIMITATIONS.
FAIL
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make them care
PASSION
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WHAT IS YOUR PUNCHLINE ?
“I HAVE NO STORIES”
MINE
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FIND YOUR STORY
CRAFT
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FAST LANETO THE BRAIN
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SEE > RELATE > DO
STORY ARC
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ELEMENTS OF THE 3-ACT STRUCTURE
STORY ARC
CONTEXT CONFLICT CLOSING
PROTAGONIST < > ANTAGONIST
CLIMAX
GOAL
OVERCOMING THE OBSTACLES SUCCESS / FAILURE ?
1 CONTEXT
2CONFLICT
3CLOSING
4CONCLUSION
NANCY DUARTE
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CRAFT YOUR STORY
TELL
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TELL, DON’T SELL
IT’S NOT ABOUT YOU
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HOW DO YOU TELL YOUR STORY ?
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A COMPANY WITHOUT A STORY IS A COMPANY WITHOUT A STRATEGY.
BEN HOROWITZ
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THANK YOU !filip@frametales.com
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