Brandhome’s executive strategic director Erik Saelens teaches (while having fun) “Social Storytelling for Triple-A brands” at Dubai Lynx 2015. Triple-A brands are Authentic, Accountable and Activating in everything they do. These Triple-A brands will own the future of branding. Social Storytelling will be their leverage. Erik quotes afterwards: “Teaching to great minds equals learning oneself.” How can storytelling help you to turn your brand Triple-A? Goto http://www.brandhome.com/books and download your free ebooks on the subject: 'The Story Wars', a theoretical and inspirational book on storytelling and 'Triple-A brands', the framework for strategic thinking.

2. ERIK SAELENS
FOUNDER & EXECUTIVE STRATEGIC DIRECTOR BRANDHOME
40 YEARS
LIVES IN ANTWERP, BELGIUM
MARRIED, 2 DAUGHTERS
HOBBIES
WHO’S TALKING

4. MY JOB IS MY HOBBY

5. LOST SOMEWHERE BETWEEN
AUSTRIA (AT) AND DUBAI (AE)
CAPETOWN (SA)
IN THE AIR FROM
DUBAI (AE) TO NYC (USA)
EN ROUTE TO
NYC (USA)
365DAYS COUNTRIES
17 51 196.83808 79.545CITIES WORDS WRITTENTIMEZONES MINUTES OF WRITING
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8. DONATE TODAY
BRANDHOME FOUNDATION
IBAN BE09 0682 4746 9457
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9. FROM STORYTELLING TO STORYSELLING
TODAY’S TOPICS
THE BASICS OF STORYTELLING
TRIPLE-A STORIES
TAKE-AWAYS

10. BASICS OF BRANDING

11. A SMALL ELEMENT CAN SAY A LOT
ABOUT A PERSON

12. ANGELINA JOLIE &
BRAD PITT

13. BOB MARLEY

14. LADY DI

15. BUT THE SAME CAN BE SAID
FOR BRANDS

20. WHAT IS A B®AND?

21. GREEN & COFFEE BAR

23. RED & SPORTS CAR

25. COLOUR

26. COLOUR

27. AROMA

29. AROMA

30. BRAND

31. PACKAGING

32. SOUND

33. SOUND

34. PLACE

35. A BRAND CAN BE
ANYTHING

36. MUCH MORE THAN A NAME
MUCH MORE THAN A LOGO
MUCH MORE THAN AN ADVERT
BUT A BRAND IS MUCH MORE

37. WHY INVEST IN A BRAND?

39. A BRAND CREATES AN
EMOTIONAL BOND
SURPASSING PRODUCT EXPERIENCE

40. A RELATIONSHIP
THAT ADDS VALUE

41. BRANDING REDUCES ELASTICITY
AND CREATES PREMIUM
PRICE - SERVICE - LOYALTY - DISTRIBUTION

42. A BRAND IS
A BELIEF SYSTEM

43. A BELIEF SYSTEM
WHERE SOMETIME NO WORDS ARE NEEDED

44. AND WHERE
SOMETIMES
YOU ARE LOST
FOR WORDS

45. A BRAND IS A BELIEF SYSTEM
WHERE YOUR STAKEHOLDERS
REWARD YOU WITH LOYALTY
& SPREAD THE WORD TO OTHERS

46. FROM STORYTELLING TO STORYSELLING
TODAY’S TOPICS
THE BASICS OF STORYTELLING
TRIPLE-A STORIES
TAKE-AWAYS

47. FROM STORYTELLING TO STORYSELLING
TODAY’S TOPICS
TRIPLE-A STORIES
TAKE-AWAYS
THE BASICS OF STORYTELLING

48. STORIES HAVE EXISTED
LONG BEFORE RECORDED HISTORY

49. AND THE TELLING OF STORIES HAVE CHANGED FORMS
DRASTICALLY THROUGHOUT THE YEARS

50. BUT THE ELEMENTS OF A STORY
NEVER CHANGED

51. MESSAGE
GLOBAL
WARMING

52. PLAYERS

53. THE
GOOD
THE
BAD
CONFLICT

54. HERO
AL GORE:
AN INCONVINIENT
TRUTH

55. PLOT

56. MESSAGE PLAYERS CONFLICT HERO PLOT
STORY BUILDING BLOCKS

59. QUESTION

60. WHAT DO STORIES AND BRANDS
HAVE IN COMMON?

61. THEY ARE BOTH
BELIEF SYSTEMS

62. BECAUSE BRANDS ARE
STORIES

63. STORIES IN YOUR BRAINS

64. A BRAND IS A
COLLECTION OF STORIES
- STORIES YOU’VE HEARD
- STORIES YOU’VE EXPERIENCED YOURSELF
- STORIES YOU’VE READ ABOUT
- STORIES YOU’VE SEEN ON THE INTERNET
- …

65. EXAMPLE
TOMS SHOES

67. MAKE SENSE OF THE WORLD
UNDERSTAND LIFE'S EXPERIENCES
DEAL WITH DILEMMAS
OVERCOME HARDSHIPS
STORIES HELP PEOPLE TO

68. THEY ARE BELIEF SYSTEMS
THAT FUNCTION AS A REFERENCE FRAME
TO FACILITATE THE CHOICES WE MAKE…

69. …AND THAT IS EXACTLY
WHAT BRANDS DO TOO

70. CONSUMERS HAVE TOO MANY CHOICES, AND TOO LITTLE TIME
DIFFERENT COMPANIES OFTEN HAVE SIMILAR OFFERINGS
BRANDS HELP CONSUMERS TO ORGANISE THE WORLD AND TO FACILITATE DECISIONS

71. STEPS FOR BUILDING A STORY

73. storyline
story
storylining
story
storystorymining
storytelling
storyselling
storybuying
storyliving
story

74. story
mining
storyline
story
story
story
story
mining lining telling selling buying living

75. story
liningstoryline
story
story
story
story
mining lining telling selling buying living
story
story
story
story
story
story
story
story
story
story
story
story
story
story

76. story
telling
story
story
mining telling selling buying living
concept
story
story
story
story
lining

77. story
selling
mining selling buying living
concept
lining telling

78. story
buying
mining buying living
concept
lining telling selling

79. story
living
mining living
R
lining telling selling buying
RR

80. FROM STORYTELLING TO STORYSELLING
TODAY’S TOPICS
THE BASICS OF STORYTELLING
TAKE-AWAYS
TRIPLE-A STORIES

81. - PEOPLE FIRST TRUST PEOPLE
- THEN THEY TRUST THE STORIES THEY TELL
- THEN THEY TRUST BRANDS

83. - GOOD STORIES
- NEED TO BE TRIPLE-A
- AUTHENTIC
- ACCOUNTABLE
- ACTIVATING

84. 1AUTHENTICBE WHO YOU ARE

88. BERKSHIRE HATTAWAY

89. VICE INC

90. THE ECONOMIST

91. NORDSTORM

92. TRADER JOE’S

94. 2ACCOUNTABLEDO WHAT YOU SAY

95. OLIVE
LOVE YOUR MUSIC

96. LEATHERMAN

98. B. DALTON

99. 3ACTIVATINGWHAT YOU HEAR, YOU FORGET
WHAT YOU SEE, YOU REMEMBER
WHAT YOU EXPERIENCE, YOU BUY

100. PROJECT ARCHITEUTIS

101. BETA 7

103. THE STORYTELLING EFFECT

104. A GOOD EXPERIENCE?
A BAD EXPERIENCE?
HOW MANY TIMES DOES SOMEONE
TELL OTHERS ABOUT

105. A GOOD EXPERIENCE

106. A GOOD EXPERIENCE
3 TIMES

107. A BAD EXPERIENCE

108. A BAD EXPERIENCE
9 TIMES

109. THESE ARE FACTORS
FROM RESEARCH BEFORE
SOCIAL MEDIA EFFECTS

110. FACTOR 3 RIPPLE-EFFECT

112. A STORY THAT IS TRIPLE-A
HAS THE POWER TO SPREAD

113. THE SAME COUNTS FOR A BRAND

114. BUT NOT IN A GOOD WAY!

115. TODAY’S TOPICS
THE BASICS OF STORYTELLING
TRIPLE-A STORIES
TAKE-AWAYS
FROM STORYTELLING TO STORYSELLING

116. BECAUSE STORIES HAVE AN
EFFECT ON OUR
BRAIN & BEHAVIOUR
STORYTELLING
LEADS TO
STORYSELLING

117. CONNECTION EMPATHY
TRUST
SALES
+
STORIES

118. THE EFFECT OF STORYTELLING ON YOUR BRAND
BUYING INTENTIONS X2 NPS +33% EMPLOYER BRANDING BRAND ATTRIBUTES +75%
SOURCE: RESEARCH 3DACCOUNTABILITY & COOLBRANDS

119. STORYTELLING IN THE NOW ERA: DIGITAL & SOCIAL

120. STORYTELLING HAS EVOLVED OVER YEARS
THE CHANNELS THROUGH WHICH STORIES ARE TOLD
HAVE MULTIPLIED & DIGITALISED

121. THENATUREOF
DIGITAL
STORYTELLING

122. 1.DEMOCRATIC

123. 1.DEMOCRATIC
2.DIRECT

124. 1.DEMOCRATIC
2.DIRECT
3.NON-LINEAR

125. 1.DEMOCRATIC
2.DIRECT
3.NON-LINEAR
4.MULTIPLE-CHANNEL

126. SOCIAL MEDIA AND STORYTELLING
A MATCH MADE IN HEAVEN?

127. SOCIAL MEDIA STORYTELLING
ABOUT COMMUNICATION
ABOUT BUILDING RELATIONSHIPS

128. SOCIAL MEDIA: THE CONTEMPORARY BONFIRE

129. 1. SHAREABILITY
2. USE THE ELEMENTS
3. BE CONCISE
4. THE CUSTOMER = THE HERO
5. MEDIA MIX
5 TIPS FOR STORYTELLING ON SOCIAL MEDIA

130. TODAY’S TOPICS
THE BASICS OF STORYTELLING
TRIPLE-A STORIES
TAKE-AWAYS
FROM STORYTELLING TO STORYSELLING

131. STORIESARETHEOLDESTBELIEFSYSTEMSTOENGAGEPEOPLE
BRANDSARESTORIESTHATCANSURVIVEOVERTIME
SUCCESSSTORIESMUSTBEAUTHENTIC,ACCOUNTABLE&ACTIVATING
TELLING=SELLING:STORIESAREALEVERAGETOMAKEPEOPLEBUY
SOCIALMEDIAARETHEBONFIREOFCONTEMPORARYSTORYTELLING

132. READYTOWRITEYOUR
BRAND(HI)STORY

133. THANK YOU