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
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