Story Building: Using Story to Connect Brands with Humans

A session by Stefan Mumaw at Revolve Conference 2016

Transcript

1. STORYBUILDING:
   Using Story to Connect Brands AND Humans
   @stefanmumaw
   

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2. STORY
   

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3. Stories have power. They delight, enchant,
   touch, teach, recall, inspire, motivate,
   challenge. They help us understand. They
   imprint a picture on our minds. Want to make
   a point or raise an issue? Tell a story.
   - Janet Litherland
   

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4. Global box office revenue: $88.3 billion
   Netflix annual revenue: $5.5 billion
   TV broadcasting revenue in US: $125.3 billion
   On average, Disney makes $124.7 million per film in the US alone
   Avatar is highest grossing movie of all time: $2.78 billion
   Number of movie tickets sold in US alone: 1.2 billion
   2015
   

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5. AND, SO, BUT
   A woman is walking her dog along the sidewalk and
   comes across something curious: an old-fashioned
   tape recorder in the middle of the walkway. On the
   tape recorder is a note: PUSH PLAY.
   So she does…
   

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6. STORY
   EMOTION + STRUCTURE
   

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7. FIVE PART STORY STRUCTURE
   EXPOSITION
   INCITING INCIDENT
   RISING ACTION
   CLIMAX
   RESOLUTION
   

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8. FIVE PART STORY STRUCTURE
   EXPOSITION
   INCITING INCIDENT
   RISING ACTION
   CLIMAX
   RESOLUTION
   

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9. FIVE PART STORY STRUCTURE
   EXPOSITION
   INCITING INCIDENT
   RISING ACTION
   CLIMAX
   RESOLUTION
   

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10. FIVE PART STORY STRUCTURE
    EXPOSITION
    INCITING INCIDENT
    RISING ACTION
    CLIMAX
    RESOLUTION
    

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11. FIVE PART STORY STRUCTURE
    EXPOSITION
    INCITING INCIDENT
    RISING ACTION
    CLIMAX
    RESOLUTION
    

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12. FIVE PART STORY STRUCTURE
    EXPOSITION
    INCITING INCIDENT
    RISING ACTION
    CLIMAX
    RESOLUTION
    

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13. THE WORLD
    THAT IS
    THE WORLD
    THAT COULD BE
    YOU
    TW0 WORLDS STRUCTURE
    

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14. THE WORLD
    THAT IS
    THE WORLD
    THAT COULD BE
    YOU
    TW0 WORLDS STRUCTURE
    EXPOSITION INCITING
    INCIDENT RISING ACTION CLIMAX RESOLUTION
    

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15. ART INFORMATION
    EMOTION
    CHANGE
    EMPATHY
    

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16. STORIES WORTH SHARING
    F O U R K E Y S T O B U I L D I N G
    

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17. START WITH EMOTION
    D O N ’ T S T A R T W I T H
    F E A T U R E S O R B E N E F I T S .
    1
    

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18. DEVELOP CHARACTER
    N O B O D Y R O O T S F O R A P R O D U C T
    2
    

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19. INCLUDE TENSION
    H A P P Y I S B O R I N G .
    3
    

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20. PROTECT THE REVEAL
    S P O I L E R S S U C K .
    4
    

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21. PROTECT THE REVEAL
    S P O I L E R S S U C K .
    4
    INCLUDE TENSION
    H A P P Y I S B O R I N G .
    3
    DEVELOP CHARACTER
    N O B O D Y R O O T S F O R A P R O D U C T .
    2
    START WITH EMOTION
    D O N ’ T S T A R T W I T H F E A T U R E S A N D B E N E F I T S
    1
    

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22. STORYBUILDING:
    Using Story to Connect Brands AND Humans
    @stefanmumaw
    

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