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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

Revolve Conference

October 28, 2016
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  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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