Story Building: Using Story to Connect Brands with Humans

Story Building: Using Story to Connect Brands with Humans

A session by Stefan Mumaw at Revolve Conference 2016

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Revolve Conference

October 28, 2016
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Transcript

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

  2. STORY

  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
  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
  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…
  6. STORY EMOTION + STRUCTURE

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

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

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

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

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

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

    RESOLUTION
  13. THE WORLD THAT IS THE WORLD THAT COULD BE YOU

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

    TW0 WORLDS STRUCTURE EXPOSITION INCITING INCIDENT RISING ACTION CLIMAX RESOLUTION
  15. ART INFORMATION EMOTION CHANGE EMPATHY

  16. STORIES WORTH SHARING F O U R K E Y

    S T O B U I L D I N G
  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
  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
  19. INCLUDE TENSION H A P P Y I S B

    O R I N G . 3
  20. PROTECT THE REVEAL S P O I L E R

    S S U C K . 4
  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
  22. STORYBUILDING: Using Story to Connect Brands AND Humans @stefanmumaw