This document discusses the importance of storytelling for branding. It argues that great stories provide meaning and sense to people's lives through myths, archetypes, and conflicts. The brand is made of stories, not just products or services, and storytelling is a powerful way for brands to engage with consumers. It encourages brands to think about the mythology, universe, conflicts and messages behind their brand stories to give sense to people's lives. The document is from a brand consultancy that uses storytelling techniques to help clients discover and create energizing brand stories.

1. WHY
STORIES
ARE VITAL FOR
BRANDINGa manifesto from LUKSO Story & Strategy
check more stuff on www.storybeats.com.br

2. What would you do if you had the responsibility of giving a
SPEECH FOR GRADUATES
of one of the most important
UNIVERSITIES IN THE WORLD?

3. "NO BIG DEAL, JUST 3 STORIES"
http://www.youtube.com/watch?v=UF8uR6Z6KLc

4. What would be the
LAST IMAGE
that you would like to leave at the
AUDIENCE'S MIND
after the speech of your life?

5. "ONE STORY THAT I WOULD LIKE TO LEAVE WITH YOU TODAY".
http://www.youtube.com/watch?v=K3LoN4r5kuo&feature=PlayList&p=C01
438B9738CD854&playnext=1&playnext_from=PL&index=4

6. GREAT STORIES
GIVE SENSE TO OUR LIFES

7. WHY?

8. stories are full of
MYTHS
"Exemplary and sacred ideas that
provide sense to the human existence
since the beginning of our times".
Mircea Eliade, mythologist.

9. stories are full of
ARCHETYPES
"Patterns that are alive in the collective
unconscious of all societies"
Carl Jung, psychologist.

10. stories are full of
CONFLICTS
"What you want to do but is
prevented to do"
Aleksei Abib, filmmaker

11. stories are full of
MESSAGES

12. AND BESIDES THAT...

13. GREAT STORIES
ARE EVERYWHERE

14. We can hear them from a
FRIEND

15. Or we can hear them at the
CHURCH

16. We can learn them in the
CLASSROOM

17. Or we can learn them from our
COLLEGUES

18. We can watch them at the
THEATERS

19. Or we can read them on the
NEWSPAPERS

20. Ops... on the
NEWS

21. STORIES WE LIKE
help us to create our
PERCEPTION OF VALUE
and trough them, we create our
OWN STORY

22. AND WHY
DOESN'T
YOUR BRAND
TAKE A ROLE
IN THAT
PROCESS?

23. WHAT IF YOUR
BRAND CREATES
A STORY THAT
WILL MAKE
SENSE TO OTHER
PEOPLE'S LIFE?

24. This is where
STORYTELLING
meets
BRANDING

25. "The universe is made of stories,
not atoms."
-Muriel Rukeyser
The brand is made of
stories, not products
or services.

26. "Storytelling is the most powerful way
to put ideas into the world today."
-Robert McKee
Brandstorytelling is the
most powerful way to
engage the consumers
of our days.

27. "It is not the voice that commands
the story. It is the ear."
- Italo Calvino
It is not the marketing
director that commands
the story. It is the
consumer.

28. "A man tells his stories so many times that he
becomes the stories. They live on after him, and
in that way he becomes immortal."
-Will Bloom | Big Fish
A brand tells its stories so
many times that it becomes
the stories. They live on every
touch point, and in that way it
becomes immortal.

29. how
STORYTELLING
empowers
BRANDING?

30. SOME GREAT BRANDS
have been doing excellent work through
BRANDSTORYTELLING
with different approaches

31. BRANDS and ARCHETYPES

32. BRANDS and MYTHIC UNIVERSES

33. BRANDS and CONFLICTS
versus "usual business"
versus "fashion for minority"
versus "passive entertainment"
versus "design for elite"

34. The concepts
of storytelling
universal
are

35. And they can inspire
POSITIONING
IDENTITY
CULTURE
INSIGHTS
to every single brand in the world.

36. because every
BRAND
is a potential
STORYTELLER

37. have you ever
THOUGHT
about it?

38. Have you ever thought about the
MYTHOLOGY behind your brand?

39. Have you ever thought about the
UNIVERSE that your brand fits in?

40. Have you ever thought about the
CONFLICT
that your brand wants to solve?

41. Have you ever thought about the
MESSAGE
that your brand is going to
leave to the world?

42. AND MOST IMPORTANT:

43. Have you ever thought about what
STORY YOUR BRAND
could tell that is going to
GIVE SENSE
to other people's life?

44. TKS ;-)
Email: story@lukso.com.br
Twitter: @story_beats
URL: www.storybeats.com.br
LUKSO Story & Strategy is a brand consultancy that put clients into storytelling techniques to
discover, explore, create and manage great brandstories that will energize brands.