The value of a good story jm 2010
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Cockneys and coffee The role for a good story in marketing james m @jamescmitchell follow me on the twitter why don’t you
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How do we get people to care about advertising again? Start treating it like a story. Given @ the APG Battle Of Big Thinking '10, 2nd place
Transcript of The value of a good story jm 2010
Cockneysand coffeeThe role for a good story in marketing
james m@jamescmitchell follow me on the twitter why don’t you
The crisis of caring
Stories are what make people care
Chapter 1: Values and Value
Chapter 1: Values and Value
“Will people like it?”
FREEDOM
Chapter 2: Fortune and Failure
“Endless Climaxes”
Chapter 2: Fortune and Failure
Chapter 2: Fortune and Failure
“The Trough”
Chapter 3: Suspense
Chapter 3: Suspense
“Will they, won’t they?”
“The earliest brands were basically a promise of
efficacy” -Paul Feldwick
Sharon Maughan
Giles from Buffy
That guy
That guy
“Will they, won’t they?”
30 MILLION PEOPLE
The Kiss, 1989
Chapter 4: Agency
Chapter 4: Agency
“Choose your own adventure”
Kris Marshall Esther Hall
Kris Marshall Esther Hall
The whole family goes to a registry office and gets married ! It then jumps forward 9 months to show the baby and they are all smiling and phoning their family x
Jane's ex will also find a new partner for himself and also have a child then all can meet up on a regular basis and be friendly for the sake of the children.
Chapter 5: Conclusion
“What makes people care?”
• Value
• Value
• Mixed fortune
• Value
• Mixed fortune
• Suspense
• Value
• Mixed fortune
• Suspense
• Agency
• Value
• Mixed fortune
• Suspense
• Agency
• The Plot Twist
Chapter 6: The Plot Twist
Chapter 6: The Plot Twist
“…wait, what?”
Word count:35,609/50,000
Like any good story, this presentation has a plot twist.
You see, I’ve been rather busy this month, writing a novel.
This is the point: what other form of entertainment/content creation could keep someone so engaged on so personal a level, for so long?
Stories: HomerPhotos: Evan BadenMusic: Quantic
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