Luxury Storytelling Presentation For DMWF 2019
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Feel free to see my presentation at the Digital Marketing World Forum in Amsterdam 2019. I was speaking about how brands really need to start telling stories with their client at the centre of those stories rather than just selling product. If they can achieve this they can thrive in the long-term.
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Luxury Storytelling Presentation For DMWF 2019
- 1. 1 EXCLUSIVE INSIGHTS FROM LUXURY BRANDS. THE ART OF STORYTELLING. Rumble Romagnoli @RomagnoliRumble @rumbleromagnoli relevance.digital
- 3. 3
- 4. 4 THE SCIENCE OF STORYTELLING
- 6. 6 Oxytocin receptors are located in the hippocampus & oxytocin helps us to encode memories. THE SCIENCE OF STORYTELLING The hippocampus is located in the inner region of the temporal lobe, and forms part of the limbic system which is important for regulating emotional responses.
- 7. 7 THE MOST IMPORTANT TYPE OF HUMAN MEMORY FOR BRANDS TO FOCUS ON ARE EPISODIC AND SEMANTIC MEMORIES, THE LONG-TERM AND CONSCIOUS MEMORIES. @RomagnoliRumble @rumbleromagnoli relevance.digital
- 8. 8 Episodic memories are events/experiences in which we participated, which serve as a kind of time travel machine allowing us to remember exactly what happened, when and the emotions we experienced at that time. Episodic memories cause you to consciously relive moments when you recall them.
- 9. 9 Semantic memories… are general facts that serve as a foundation for episodic memories to exist. @RomagnoliRumble @rumbleromagnoli relevance.digital
- 10. 10
- 11. 11Dooley, 2010 EMOTIONAL VALUE FORCES STRONG MOTIVATION IN CUSTOMER’S DECISION-MAKING PROCESS. @RomagnoliRumble @rumbleromagnoli relevance.digital
- 12. 12 WHAT CAN WE LEARN FROM HOW LUXURY BRANDS TELL STORIES
- 13. 13 THE AURA OF EXCLUSIVITY @RomagnoliRumble @rumbleromagnoli relevance.digital
- 14. 14Dooley, 2010 DIGITALISATION @RomagnoliRumble @rumbleromagnoli relevance.digital
- 15. 80% of luxury sales today are digitally influenced by what consumers saw online — McKinsey & Company. 15@RomagnoliRumble @rumbleromagnoli relevance.digital
- 16. Centered around the hedonism and symbolism of the product. The product is a tool to gain status or to become a better version of oneself. Experience is key. The brand is looking to define itself with experiences rather than by the product they sell. Focuses on the beauty of the product, how it is made, the inspiration behind the creation. Aesthetics over utilitarianism. Goal of connecting with clientele. LUXURY Centered around the functionality of the product. The product serves as a way to reduce pain points in the consumer’s life. Traditionally, experience wasn’t the central focus. Now, non-luxury brands know this is crucial to create a successful brand strategy. Focuses on the unique selling propositions of the product/brand and differentiation from competitors. Justification of the price with utilitarianism. Goal of making a sale. NON-LUXURY 16
- 17. Discover more Craftsmanship Artisans Rare Exclusive No Sales Curated Collection House Ambassadors Shop now Made in/by Workers Number 1 Selling Premium Buy 1 Get 1 Free Fan Favourites Celebrities 17 LUXURY NON-LUXURY
- 19. 19 ARCHETYPES
- 20. 20 The power of archetypes = your clients will grow with you. @RomagnoliRumble @rumbleromagnoli relevance.digital
- 21. THE INNOCENT THE CREATOR THE EXPLORER THE SAGE THE HERO THE EVERYMAN 21 THE CAREGIVER THE JOKER THE MAGICIAN THE REBEL THE RULER THE LOVER HAVE AN ARCHETYPE IN MIND @RomagnoliRumble @rumbleromagnoli relevance.digital
- 22. @RomagnoliRumble @rumbleromagnoli relevance.digital 22 Archetype Core Desire Goal Strategy Explorer The freedom to explore and discover. To experience a better, more authentic, more fulfilling life. Discover the road less travelled.
- 23. 23 relevance.digital/archetypes DISCOVER YOUR ARCHETYPE HERE: @RomagnoliRumble @rumbleromagnoli relevance.digital
- 24. 24 ONCE LUXURY BRANDS HAVE CHOSEN THEIR ARCHETYPE, THEY CAN CRAFT A STORY AROUND IT AND TAILOR IT TO THEIR TARGET LUXURY PERSONA. @RomagnoliRumble @rumbleromagnoli relevance.digital
- 26. 26 Danny Green | Ex-player for the Toronto Raptors | 2019 NBA Champions Big Sean | American Rapper | After performing in the Fenty show Iconic gold packaging with spade logo | Meant to be the center of attention | Clubs Archetypes: Hero | Luxury Persona: Parvenu
- 27. 27
- 28. 28 HOW TO CREATE YOUR STORY
- 29. 29
- 30. Call To Adventure Mentor/Aid Cross the Threshold Challenges & Helpers Death & Rebirth Enlightenment Atonement Return & Wisdom unknown known
- 31. 31 MESSAGE CHARACTERS CONFLICT PLOT STRUCTURE MAKES FOR EFFECTIVE STORYTELLING, KEEP THINGS SIMPLE AND FOCUSED. @RomagnoliRumble @rumbleromagnoli relevance.digital
- 32. 32 PROJECTION EMPATHY IMAGINATION IDENTIFICATION IMITATION PROCESS OF STORYTELLING IN THE LISTENER’S MIND: @RomagnoliRumble @rumbleromagnoli relevance.digital
- 34. 34
- 35. 35 After a morning spent exploring the spectacular mountain trails and bamboo jungles of Northern #Thailand, unwind amidst the lush greenery in your private pool at @FSTentedCamp. 📷: @larissaprivatetravel #FourSeasons Located in @FSSurfside’s Peacock Alley, @lesirenusemiami Restaurant and Champagne Bar matches the unbeatable oasis of Positano with the Art Deco elegance of jazz-era Miami. Watch to discover the journey that led to a brand new cocktail menu titled Amore Eterno, coming soon, inspired by the traditions, stories and craftsmanship of Italy’s Amalfi Coast. 📹: @siremedia #FourSeasons #LSChampagneBar Archetype: Caregiver | Luxury Persona: Patrician
- 36. 36
- 37. 37 Archetype: Lover | Luxury Persona: Patrician Enter this room and look up. Your future is... above you. All your answers are in the stars. #horoscoop #starstruck #seizetheday #bonjourbonjour #faubourgofdreams #hermes #constellation #starrysky #star #sky
- 38. 38
- 39. ORIGINALITY SHAREABILITY CREATIVITY IMPAC T USEFULNESS HIGH QUALITY FREQUENCY ACCESSIBILITY LIVE CONTENT AUTHENTICITY 39@RomagnoliRumble @rumbleromagnoli relevance.digital
- 40. ● The client is the hero of the story. ● Include stories of your clients on your digital platforms. ● Engage with your audience through comments, liking posts, and DMs to make them feel included in the narrative. ● Tap into their emotions to engage with them. ● Make sure the story is relevant to the audience. 40 WAYS TO CREATE IMPACTFUL CONTENT: @RomagnoliRumble @rumbleromagnoli relevance.digital
- 41. WEBSITES SOCIAL MEDIA CAPTIONS GRAPHIC DESIGN SOUNDTRACK OF VIDEOS APPS DIGITAL MAGAZINES 41 DIGITAL STORYTELLING FORMATS: PODCASTS LONG FORM YOUTUBE VIDEOS IGTV VIDEOS SHORT-FORM FEED VIDEOS BLOG POSTS ONLINE ARTICLES INSTAGRAM/FB STORIES @RomagnoliRumble @rumbleromagnoli relevance.digital
- 42. 42 WHAT IS AT STAKE
- 43. 43 You are what you do, not what you say you’ll do. Carl Jung
- 44. Singh and Sonnenburg, 2012 “ STORIES CAN HELP BUILD AWARENESS, COMPREHENSION, EMPATHY, RECOGNITION, RECALL, AND PROVIDE MEANING TO THE BRAND. 44 ”
- 45. 45 Facts are 20x more likely to be remembered if they’re part of a story. Dr. Jerome Bruner @RomagnoliRumble @rumbleromagnoli relevance.digital
- 46. 92% 46 WHY YOU MUST TELL STORIES of consumers believe recommendations from friends and family over all forms of advertising — Nielsen.
- 47. 84% 47 WHY YOU MUST TELL STORIES of people expect brands to produce content that entertains, provides solutions, experiences and events. — Meaningful Brands.
- 48. LUXURY BRANDS MUST CRAFT A UNIQUE CONTENT STRATEGY TO PROVIDE A SEAMLESS BRAND STORYTELLING EXPERIENCE ACROSS ALL TOUCHPOINTS. 48Dooley, 2010
- 50. 50Dooley, 2010 Pay careful attention to the language used across all digital touchpoints.
- 51. 51Dooley, 2010 Video, in all formats, is an important part of digital luxury storytelling to sell the dream.
- 52. 52
- 53. 53Dooley, 2010 Create coherent storytelling across all platforms for a seamless brand experience.
- 54. 54Dooley, 2010 Be authentic and specific.
- 55. 55Dooley, 2010 Create a narrative not a lecture.
- 56. 56Dooley, 2010 Tap into their empathy, help them visualise the story.
- 57. 57Dooley, 2010 Recount the history of the brand, to link the brand DNA to the present.
- 58. 58Dooley, 2010 Show exclusive insights into brand events.
- 59. SUMMARY - THIS IS NOT NEW OK 59Dooley, 2010
- 60. 60McBride (2014)
- 61. 61 BY TELLING ENGAGING STORIES A BRAND CAN FACILITATE SELF-CONTINUITY.
- 62. 62
Hinweis der Redaktion
- Even if your business has a strong identity and positive brand equity, you do not have complete control over how consumers view you. If you can identify how the brand fits into the consumer’s life story, you reveal what the brand means to them and in turn, expose the consumer’s hidden desires. The consumer co-creates the brand’s meaning and views themself and the brand as taking part in a narrative.
- Storytelling Is the act of creating narratives that connect, engage, form a link with your target audience and bring them to action. In an era of digitalisation, digital storytelling is now the number one way to interact with your clientele. Today I propose we look into how the luxury industry has been using storytelling to influence the behaviour of us all.
- Let’s start with a story that will induce oxytocin into your brain, make you feel really good and will drive you to action.
- A neurotransmitter and hormone called oxytocin is a ‘trust facilitator’. It is the warm and fuzzy feeling you have in the presence of, or from the memory of, loved ones. It helps us to relax, trust others, and be more empathetic.
- Oxytocin receptors are located in the hippocampus, and help us to encode memories. The hippocampus is located in the inner region of the temporal lobe, and forms part of the limbic system which is important for regulating emotional responses.
- WE WANT TO PLACE ENGAGING STORIES INTO THESE MEMORIES SO PEOPLE ARE MORE LIKELY TO CONSIDER US IN THE FUTURE.
- Remember Proust and the Madeleine.
- Did you have toast and eggs for breakfast while reading the newspaper? Well, even if the answer is no, check this out: The fact that you know and recognize objects like toast, eggs, and newspaper (without being told each time) is the working of your semantic memory. However, recalling that you had toast and eggs for breakfast yesterday is part of your episodic memory (more about that later). Egg keep you feeling full much longer than cereal or toast.
- Do any of you remember any brands or stories from brands from when you were a kid? This is one I remember from over 20 years ago and I have been buying XXXX ever since.
- A 2010 study found that our decision-making system is more likely to get affected by the non-rational thinking process rather than the rational thinking process. This finding indicates that emotional value forces strong motivation in customer’s decision-making process.
- The aura of exclusivity that surrounds luxury brands is intrinsic to their appeal, but needs a level of accessibility to feed aspiration and growth. Consumers must be “pulled” towards the brand with the promise of belonging to an exclusive community.’ Luxury promotes emotions aligned with self-elevation, pleasure and recognition rather than what we see in FMCGs which are aligned with ‘prevention’ emotions around risk-reduction or problem solving. recognition not ‘prevention’ emotions around risk-reduction or problem
- The digitalisation of luxury and exclusive brands has significantly increased the possibility to connect with customers. You have multiple chances to reach them but only one to convince them.
- Storytelling perfectly matches with the world of luxury, which focuses on creating experiences for their clients, not focusing on selling product. If you want to be as captivating as a luxury brand, you need to shift your strategy over to telling stories with the client at the centre, not your product. The following are some important points of differentiation to help you follow the luxury storytelling method.
- Brands need to identify an archetype that their brand embodies, that their clients unconsciously (or consciously) desire to experience. Archetypes are essentially story characters that we implicitly learn, and whose symbolic or personal significance evokes emotional reactions in the listener.
- The power of identifying your brand with one of these archetypes is that your company can continue to evolve and innovate, as long as it sticks to the core archetype that consumers connect with, your consumers will grow along with you.
- The Innocent Core desire: to get to paradise Goal: to be happy Strategy: to do things right The Creator Core desire: to create things of enduring value Goal: to realize a vision Strategy: develop artistic control and skill The Explorer Core desire: the freedom to find out who you are through exploring the world Goal: to experience a better, more authentic, more fulfilling life Strategy: journey, seeking out and experiencing new things, escape from boredom The Sage Core desire: to find the truth. Goal: to use intelligence and analysis to understand the world. Strategy: seeking out information and knowledge; self-reflection and understanding thought processes. The Hero Core desire: to prove one’s worth through courageous acts Goal: expert mastery in a way that improves the world Strategy: to be as strong and competent as possible The Everyman Core Desire: connecting with others Goal: to belong Strategy: develop ordinary solid virtues, be down to earth, the common touch The Caregiver Core desire: to protect and care for others Goal: to help others Strategy: doing things for others The Joker Core desire: to live in the moment with full enjoyment Goal: to have a great time and lighten up the world Strategy: play, make jokes, be funny The Magician Core desire: understanding the fundamental laws of the universe Goal: to make dreams come true Strategy: develop a vision and live by it The Rebel Core desire: the freedom to find out who you are through exploring the world Goal: to experience a better, more authentic, more fulfilling life Strategy: journey, seeking out and experiencing new things, escape from boredom The Ruler Core desire: control Goal: create a prosperous, successful family or community Strategy: exercise power The Lover Core desire: intimacy and experience Goal: being in a relationship with the people, work and surroundings they love Strategy: to become more and more physically and emotionally attractive
- Proletarian: Don’t care about status or wealth. Poseur: Wish they were Parvenus, have a need for status, don’t have wealth. Parvenu: Wealthy, need to distance themselves from the Poseurs, to establish status, and want to be Patricians. Patrician: Wealthy with status, use luxury to signal to other Patricians, don’t care about the other categories.
- Website - fully immersive with use of video, written storytelling and on-brand imagery Focus on the process from the actual champagne to the bottle it comes in. (only 20 made per person per hour) Sense of heritage on the story page through the imagery chosen, to the written word. Social media takes a contemporary approach to a classic brand. It strives to appeal to the young, high-earning professionals that have a hunger for success and for the finer things in life. Those looking to work hard and play hard. Through bold visual expressions and narratives alluding to "living in gold" the brand has been able to establish a clear narrative that is connecting to consumers on social media. The brand uses a combination of photography and video, as well as celebrity endorsements.
- Joseph Campbell, an American Professor of Literature, created the dramatic arc which is a universal story structure that the human brain is attracted to: It starts with something new and surprising, and increases tension with difficulties that the characters must overcome, often because of some failure or crisis in their past, and then leads to a climax where the characters must look deep inside themselves to overcome the looming crisis, and once this transformation occurs, the story resolves itself.
- Normally one story carries one major message. However, when the story has more than a single message to convey, there should be a clear hierarchy between messages to minimize the confusion. An attractive story generally leads the narrative with originality and unexpected twist. In traditional stories conflicts were clearly solved but you can opt for a more modern choice of leaving it partially unresolved. As to create a conflict, there is one or more leading character opposing the main character. Engaging the audience to feel emotionally attached to the main character is crucial. When the audience identifies the character and the problem, they tend to assimilate themselves with the main character and involve into the story more actively. At the beginning, the story focuses on setting up the sequences. When the story proceeds to the middle, unexpected conflict arises and the tension reaches to the climax. Finally, the conflict is resolved at the end of the story and sums up the message
- People project themselves into story characters. They feel empathy with the characters The listener may then imitate the character. They identify with the characters This occurs through the use of the listener’s imagination. They feel empathy with the characters
- A story must first sustain attention by developing tension during the narrative. If the story is able to create that tension then it is likely that attentive viewers/listeners will come to share the emotions of the characters in it, and after it ends, likely to continue mimicking the feelings and behaviors of those characters.
- The Four Seasons ‘Take Your Time’ campaign highlights the stories of their clients, busy professionals whose work/travels prevents them from spending a lot of time with their loved ones. The story is about Dr. Mustafa and the reunion of him with his parents/wife/children. However, the Four Seasons plays a bigger role as the connector, they help him to spend time with his family.
- This story was able to resonate with you, as you have more than likely felt disconnected from your loved ones from working long hours or traveling. The Four Seasons played the role of a Caregiver, taking care of their clients and helping them to be happy and feel like they are taken care of. Taking their reputation for warmth, kindness, impeccable service and exceeding expectations, Four Seasons have translated those qualities into digital storytelling. #FSTAKEYOURTIME promotes taking time to treasure your loved ones, relax, and focus on yourself. Accompanied by a video series of FS surprising people with their loved ones & a stay at one of their hotels. One minute videos with Four Season fitness trainers topics like: Four Exercises to Help With Jet Lag Beautiful 30-second promotional videos of hotel experiences, new openings, and the cities where they are located.
- "here is an additional view of their digital storytelling on Instagram. The images are incredibly high quality, they are reposted content from an individual who stayed at the four seasons, and the language used in the caption helps to evoke the imagination
- Brand communication and marketing strategies of Hermès always remain consistent with the principles of the “heritage” and “exclusivity” of the company. Marketing campaigns celebrate the Hermès lifestyle and do not aim to directly sell products from the various ateliers. Each week a new Hermès story is told on their social platforms. Insta bio: Open a new door each week and discover stories. Just like a dream, but real. They use a range of content from photography, GIFs and stories. Use of movement in their videos, almosts captures the soft touch of the fabric- links to capturing human senses in video. Story is carried on from social to the website - use of video, images, taglines and visual
- Here is an additional view of their overall digital storytelling strategy on Instagram. The ‘story’ they are telling is an entertaining comic book with dynamic characters shopping at the boutique. They are consistent and create truly unique and authentic stories. Stories can be told over one post or over fifteen posts.
- Originality behind-the-scenes, what’s your USP? Explaining what the product/service in question is and why it is unique, and what it is like to own their product and be a member of this exclusive club. Impact humourous, surprising, emotive, personal Shareability ‘cool’, stylish, exclusive Creativity videos, new approaches, GIFs, Infographics etc. Usefulness informative, timely, reactive High Quality imagery, good copy, concise Frequency varied content or sustained campaigns, at the right place, right time Accessibility easily understood, concise and human Live Content live tweeting, stories, reactive Authenticity about people or generated by users, avoid stock photography and use quotes (real ones). Pulling out and featuring interesting team members and telling their story is a good way of giving people a window into the brand.
- Humans identify unconsciously with stories/characters and they help us to understand ourselves better. brands can connect with consumers, and foster entire communities centered around their brand through creating storylines which people can internalise and connect with others about.
- Storytelling facilitates word-of-mouth marketing.
- But that’s just regular brands.
- Storytelling is nothing new! We have been telling stories before we could talk. Language began because we needed a way to tell and recall stories better.
- Brands can thrive in the long-term as their consumers' lives change as long as they have an emotional attachment to the products or brand itself. By telling engaging stories a brand can facilitate self-continuity by connecting a person with happy memories from their past, to their present self, or to who they want to be in the future.
- Luxury is all about selling a dream. Storytelling helps to sell the dream by intertwining positive emotions with the brand. Overtime, the brand will serve as an emotional trigger for the sum of experiences, memories and emotions the client has had with the brand. They will see you the way you want them to. They will connect, engage, and move to action & most importantly your brand will live on long after all of us.