Lunch BMMA To Giving a story to tell
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From Storytelling To Giving a story to tell
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Today, only 25% of the contacts between brands and consumers are managed by the brand itself. How do we deal with that? Do the same rules and practices still apply? Do we move from a culture of "story telling" to "giving a story to tell"? And what is the role there for the media and the ideas we produce?
Transcript of Lunch BMMA To Giving a story to tell
From Storytelling
To Giving a story to tell
Media Evolu7on
Media Revolu7on
The consumer leads the dance
W@P the F?
By looking at the consumers brand behavior,
we see that it’s not just a shift of technology,
but a shift between generations.
Boomers
±45-65 ±35-45
Gen X
±21-35 Age today ±13-20
Gen Y Next Gen
Boomers
±45-65 ±35-45
Gen X
±21-35 Age today ±13-20
Gen Y Next Gen
Everything should be original
Everything should be ultimate
Everything should be adaptable
Everything should be shared
Their teenage
music
reflecting their alltime
values
Values
Boomers
±45-65 ±35-45
Gen X
±21-35 Age today ±13-20
Gen Y Next Gen
Their teenage
bedroom wall
reflecting their
focus outcome experience creating
my own contribution
Focus
Boomers
±45-65 ±35-45
Gen X
±21-35 Age today ±13-20
Gen Y Next Gen
Their generation’s
screen
reflecting their
expectation from brands
Entertain me
Inform me
Let me (co)create
Always be there
Media use
Does this mean we have
to create seperate stories
to each of them?
NO!
Different groups of people enjoy
different aspects of the same brand
story.
Boomer – The athlete as hero GenX – A special product, a special experience GenY - Everyone’s an athlete, I get inspired, tailored. NextGen - The next generation of motivation. Nike is a brand with a mission.
NIKE fuel band
Boomer – Music entertainment GenX – the experience of judging only by the sound GenY – I can vote and choose my favourite NextGen – This is what my friends chat about online
The Voice
The Multiscreen Reality
Earn trust or paid trust
They control 75%
From Storytelling
To Giving a Story to tell
Why is it so crucial?
« There is nothing worse than not being talked about »
Oscar Wilde
What are the risks?
Positive conversation is positive
Negative conversation is not that negative
How to give a story to tell?
1. Start with great stories, great ideas
2. Take a standpoint
3. Invite to debate, converse
4. Let people feel part of the experience
What if you have a story that you’re not sure
about…
And now a sneak preview…
Take outs
