Page 09.12.16 1 ストーリーメーカー © Storymaker Tübingen | München | Berlin | Beijing 2016 OR: HOW TO BUILD YOUR NARRATIVE IDENTITY by Bjoern Eichstaedt ビョルン・アイヒシュテット The Power of Storytelling @MTRL Kyoto, December 14th, 2016 STORY DESIGN 

Page 09.12.16 2 ストーリーメーカー • Strategic story consulting, PR, digital communications and corporate publishing • Founded in 2001 • Run by Heidrun Haug and Björn Eichstädt as Managing Partners • Employees: 42 • Offices: Tübingen, Munich, Berlin, Beijing • We work for start-ups as well as large international corporations (Technology-driven companies in B2C and B2B, IT, telecommunications & mobile, machinery systems, engineering, consumer electronics, automotive etc. ) • Market entry support、localization and communications for Germany and Europe (with partner agencies) • Strategic approach: The “story” as the core for multiple operational communication approaches © Storymaker Tübingen | München | Berlin | Beijing 2016 

Page 09.12.16 3 OUR PHILOSOPHY RIGINALS TRENDS COME AND GO, REMAIN. © Storymaker Tübingen | München | Berlin | Beijing 2016 

Page STRONG STORIES IN A WORLD FULL OF LOGOS AND CONTENT 09.12.16 4 It’s become harder for companies to differentiate themselves and get noticed. In order for people to trust them and believe in them, companies must be original and credible in their communications. The key lies in the company’s, person’s or product’s story, which is always unique. ST RY © Storymaker Tübingen | München | Berlin | Beijing 2016 

Page Don’t believe me? Maybe you believe him. 09.12.16 5 © Storymaker Tübingen | München | Berlin | Beijing 2016 

Page MY STORY FOR YOU 09.12.16 6 © Storymaker Tübingen | München | Berlin | Beijing 2016 

Page MY STORY FOR YOU 09.12.16 7 It‘s a story about love, technology and storytelling. © Storymaker Tübingen | München | Berlin | Beijing 2016 

Page MY STORY FOR YOU 09.12.16 8 With a beginning... ...a transformational moment... ...and an outlook. © Storymaker Tübingen | München | Berlin | Beijing 2016 

Page ANOTHER STORY FOR YOU 09.12.16 9 It‘s a story about enabling connections between people around the world. © Storymaker Tübingen | München | Berlin | Beijing 2016 

Page ANOTHER STORY FOR YOU 09.12.16 10 With a beginning... ...wild decisions... ...transformation... ...and an exciting vision. © Storymaker Tübingen | München | Berlin | Beijing 2016 

Page THE PRODUCT AS PROTAGONIST 09.12.16 11 It‘s a story about a camera that was created to record things you have not seen before. © Storymaker Tübingen | München | Berlin | Beijing 2016 Or a story about a telephone that was built to connect home and mobile, work and life, smart life and smart home, in a way you have not experienced before. 

Page A STORY… 09.12.16 12 Consists of: •Selected and wisely chosen story elements •An audience •Characters and human elements •A beginning •Decisions •Struggles •Transformations •An outlook into the future And is transported through: •Actions •Products •Telling •Topics •Visuals •PR Activities •Digital Communications •Events •Analogies In tasty and digestable portions Is: •The narrative essence of a person, a company or a product for a specific audience ST RY © Storymaker Tübingen | München | Berlin | Beijing 2016 

Page A STORY IS LIKE DASHI 09.12.16 13 Consists of: And is transported through: Is: © Storymaker Tübingen | München | Berlin | Beijing 2016 

Page A STORY IS LIKE DASHI 09.12.16 14 © Storymaker Tübingen | München | Berlin | Beijing 2016 うまい！ 

Page IT TASTES GOOD AND CUSTOMERS AND MEDIA LIKE TO RETELL IT 09.12.16 15 © Storymaker Tübingen | München | Berlin | Beijing 2016 Reaching the publication of over 500 articles in Germany with an ad equivalent of 1.5 Million Euro, reaching over 50 Million readers in less than 6 months in media as diverse as lifestyle, daily newspapers, technology and more – with a very limited budget. 

Page WHAT WE DO 09.12.16 16 Media & analyst relations Trade and product communications Business media International PR Journalist delegations Press events Press distribution lists Press clipping service DIGITAL COMMUNICATIONS Corporate publishing Film/video/ animation Corporate books Ghostwriting White papers Website content PUBLIC RELATIONS CORPORATE PUBLISHING Social media Campaigns Monitoring Social media coaching SEO Blogs Online publications Social media conversations Events Blogger relations Online media Workshops Evaluation Crisis communications ST RY User stories STORYLISTENING STORYMAKING STORYDOING STORYTELLING © Storymaker Tübingen | München | Berlin | Beijing 2016 

Page CREATE YOUR STORY FOR EUROPE WITH US 09.12.16 17 © Storymaker Tübingen | München | Berlin | Beijing 2014 www.storymaker.de [email protected]