April 22nd, 2009 by Stephanie Chan
Master CLass Workshop: The Power of Storytelling – Ad:tech 2009
SESSION LEADER:
Michael Perman, Senior Director, Levi Strauss & Co.
Storytelling inspires change
“Better Thoughts Through Thinking”
Stories has us “go the distance” with customers
- Publicize customer stories around the brand
- Build loyalty for brand through connection & added value
- Creativity in Delivery (ie. animation, short story, long story, advertising, etc.)
- Companies that used this approach: Levi’s, FedEx, Omaha, Harley Davidson
- Stories magnify the facts
- Face Value = Human Value
Brand are the ones that survive the recession
Understanding how people think & communicate
Success of Story:
- Have/Evoke Meaning & Emotion through Sensory Stimulation: Evoke Empathy
- Get a character, describe that character
- Need to have a souvenir: leave an impression through recognition of experience you can relate to
- No intro, just start with a story
- Mapping: bringing people through spaces & time by providing background (image, music to generate a mood) to guide the thinking
- Storytelling as a brand experience
- Comments, Reviews, etc. – Tools & ability to tell a story: give people the ability to share their voice = more valuable