How stories make brands authentic. Authenticity or realness is a crucial part of InSites Consulting's CRUSH branding model like explained in How Cool Brands Stay Hot. Adding realness to a brand drives conversations and will lead to brand leverage. Branding today is all about storytelling. Joeri illustrates some techniques that global brands are using today.

18. Nelson Farris, CST of Nike

21. “An Apple a day, keeps IBM away”

23. “Byte intoan Apple”

39. “Nothingsuckslikean Electrolux”

62. How Cool is InSites Consulting?

63. STINGO (Storytelling Bingo) To beusedwith last pres of today (snowwhite & the 8 dwarfs). Shout STINGO whenyoufill a horizontal OR verticalline OR whenyourecognize at least 9 of the followingcharacteristics and youWIN a PRIZE! The 3 attributes of beingauthentic: ☐qualityleadership☐heritage☐sincerity The 9 types of brand stories: ☐start-upchallenges (founding) ☐family☐ conflict & struggle ☐triumph & tragedy☐creation & creativity☐history ☐communitystories☐ GEO stories☐consumerstories The 6 roads of CREDIBLE brand stories: ☐appear as artisanal amateurs ☐ stick to yourroots☐love the doing ☐immersewith the market☐ Be at 1 with the community☐indoctrinatestaff

64. BINGO !!

65. A veryveryBIG thank YOU to Hannes Willaert fordoingwhat he does !