BULLETPROOFCLASSICS

SUCCESSSTORIES

Modern neuroscience shows the human brain is wired for stories…

So, use your brain to wire up success stories for your brand…

People are storytelling animals by nature

We dream in stories

We daydream in stories

We fall in love within the structure of a story

We follow leaders who tell the best stories

Stories are big business

Avatar grossed $2.8 billion GTA V did $800 million on day 1

Harry Potter made J. K. Rowling $1 billion

S. Carter netted $500 million slingin’ stories

Box office! Smashing! Magic! Gangsta!

And businesses are big stories

The Shakespearean drama of Steve Jobs and Apple inspired an opera

The innocent founders let the public decide whether they should quit their jobs to sell their juice

The few people who know the Coca-Cola secret formula are prohibited from flying on the same plane together

OXO tools was conceived when a retired kitchen tool salesman saw his arthritic wife struggling to peel potatoesBravo! Yes! Swell! Classic!

Stories stack paper

Stories make (or break) brands

Without stories, brands aren’t brands. Instead they’re commodities with lower pricing and profitability.

Unstoried CommodityH2O = Free to first worlders

Storied Brand H2O + Alps Story

= Billion Dollar Brand

So take steps to make your brand and break the competition with stories...

Brand stories are everywhere

Bulletproof has identified six fundamental storyselling models to serve as inspiration for choosing and using stories, and we’ve leveraged them all for client success…

Bulletproofstoryselling models

Bulletproofed Founder StorysellingSchweppes: First to FizzJacob Schweppes pioneered commercial carbonation and the brand was blessed with a latent founder story with tremendous potential. Bulletproof visually and verbally sold the story of First to Fizz through a suite of ownable iconography that helped the brand fight off private label while looking good in the company of premium spirits.

Bulletproofed Employee StorysellingRevlon: Kiss and TellRevlon had (over time) built up relationships with a motley mix of divergent charities. Bulletproof developed branding and a visual identity system to strategically roll up these initiatives into the unified concept of Revlon Cares. A Heartfelt Kiss icon was created to powerfully symbolise and summarise this cause. One of the first Kiss and Tell stories to launch under Revlon Cares was that of Revlon model Emma Stone and her mother who has survived and thrived over multiple bouts of breast cancer.

™

Bulletproofed External StorysellingCoke Zero/James Bond: Becoming Bond Coke Zero was on a mission to continue to shake up (not stir) popular culture in a way that motivates males and differentiates the brand from its Diet Coke sister. Bulletproof developed an integrated visual identity between the brand and the Bond mega-franchise by silhouetting the James Bond figure in a way that the reader can project himself into the frame – becoming James Bond (to some degree) by simply sipping the drink.

Bulletproofed Properties StorysellingMarvellous Creations: Join the Circus Cadbury had a strategic ambition to win more mouthshare with modern families and open up a new growth platform for the future. Bulletproof created a marvellous brand (and brand identity) that visually evoked a circus, and this circus metaphor was carried through all aspects of NPD – from the physical structure of the bar to choice of ingredients in the bar (and provided a power lens for telling the stories of idiosyncratic ingredients).

Marvellous  OOH  

Bulletproofed Place StorysellingKilbeggan: National LandmarkKilbeggan, the oldest distillery in Ireland, reopened in 2007 to produce a range of Irish Whiskey brands. Bulletproof redesigned the namesake Kilbeggan brand with a visual and verbal story that treated the brand as a National Landmark – complete with an image of the distillery, and language calling out its Irish provenance and (original) date of establishment.

IRELAND’S OLDEST LICENSED DISTILLERY

KILBEGGANDISTILLING

CO

Traditional Irish Whiskey

Discover the secret of our finest Irish Whiskeyfrom Ireland’s oldest continually licensed distillery. Traditionally distilled for a fuller, smoother flavour.

ireland’s finest whiskey

DISTILLED, MATURED & BOTTLED IN IRELAND

40% Alc./Vol. 750 ml

601297

Bulletproofed Experience Storyselling

vitaminwater: Colour Commentaryvitaminwater had a colourful collection of variants positioned to deliver a range of different experiences. Bulletproof distilled the essence of these different experiences and played them out (sometimes interactively) across different media as cheeky Colour Commentary optimised for location context, daypart, consumer characteristics et al.

Let’s use our brains to wire up success stories for your brand...

Contact Sam Carrington to move the plot forward+44 (0)7528 812 667 sam@wearebulletproof.com

London: Bulletproof, 10 Bedford Street, Covent Garden, London WC2E 9HE New York: Bulletproof, 119 West 23rd Street, Suite 610, New York, NY 10011

www.wearebulletproof.com