8.19.14 design iii art of storytelling
DESCRIPTION
8.19.14 Design III Art of StorytellingTRANSCRIPT
DESIGN STUDIO IIIAugust 18, 2014
University of Colorado Denver
THE ART OF STORYTELLING
University of Colorado Denver Presentation Date: 8/19/14
Today’s Overview
Setting the Stage Brand Ecosystems The Role of a Brand Story Successful Brand Stories Project 1 Overview Effective Storytelling – 99U
5 min 10 min 10 min
20 min 10 min 15 min
University of Colorado Denver Presentation Date: 8/19/14
We live in a golden era of choice and suspicion.
Setting the Stage
Your bullshit detection has never been so good
“Dude, you gotta get a nutribullet.”
University of Colorado Denver Presentation Date: 8/19/14
My Trust
My Network Has Been Vetted
University of Colorado Denver Presentation Date: 8/19/14
My Suspicion
Sham-WTF
University of Colorado Denver Presentation Date: 8/19/14
But this isn’t about a single product purchase.
Brand Ecosystems
Successful product impressions are gateway drugs to a much larger brand experience.
!
Brands are looking to form long-term relationships with their customers (mostly their wallets)
University of Colorado Denver Presentation Date: 8/19/14
University of Colorado Denver Presentation Date: 8/19/14
University of Colorado Denver Presentation Date: 8/19/14
What makes a great story?
Elements of a Story
Ideas that stick.
University of Colorado Denver Presentation Date: 8/19/14
Simplicity
Apple
University of Colorado Denver Presentation Date: 8/19/14
Unexpectedness
Go Daddy
University of Colorado Denver Presentation Date: 8/19/14
Concreteness
Head On
University of Colorado Denver Presentation Date: 8/19/14
Credibility
Meth Project
University of Colorado Denver Presentation Date: 8/19/14
Emotional
Proctor & Gamble
University of Colorado Denver Presentation Date: 8/19/14
Stories
Subway
University of Colorado Denver Presentation Date: 8/19/14
Stories can resonate, inspire, empower. They transcend the product.
They embody a lifestyle.
Successful Stories
Let’s take a look at some successful brand stories…
University of Colorado Denver Presentation Date: 8/19/14
Your mission: crafting a brand narrative
to educate, resonate, inspire, & empower
Project 1 Overview
Sounds easy, no?
University of Colorado Denver Presentation Date: 8/19/14
1. Analyze Successful Stories
Dollar Shave Club
University of Colorado Denver Presentation Date: 8/19/14
2. Choose Your Approach
www.savewalterwhite.com
University of Colorado Denver Presentation Date: 8/19/14
3. Duo or Solo?
MarioKart Wii
University of Colorado Denver Presentation Date: 8/19/14
Questions?
Project 1 Overview
University of Colorado Denver Presentation Date: 8/19/14
Head over to Canvas.
Project 1 Overview
Read “The Art of Storytelling for a Brand” Assignment. Start peepin’ examples.