SynapseSterytelling - a new way to develop differentiating brand positioning or new communication platforms based on customer insights and storytelling techniques

1. SynapseStoryTelling
A way to touch more effectively than ever the brain and heart of
your customers

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More than ever, customers want better brand stories,
trustworthy, inspiring and guiding stories…
And no more repetitive and insipid clichés…

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The one able to tell the best stories will
capture the brain and heart of its audience

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SynapseStory Telling, a
Creative Approach based
on 4 steps:
1. Revealing what customers can
not tell us about how they
behave
2. Story Telling Tips and Practice
3. Being inspired by the
Customers’ Life stories
4. Creating Brand Stories inspired
and driven by customers’
imagery and supported by a
totally new creative approach,
the story telling

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1. How to reveal what consumers can not
tell us about how they behave…
Digging deeply into customers’ mind….
Collages
Or videos
montage
Ideal Self
projective
boards
+
My “deep” and “intimate”
relationship with the concerned
category, brand, product usage, a
specific theme....
Respondents invited to share with us all their
Imagery around the concerned topic:
archetypes, associations, hopes, fears, key
motives and barriers, metaphors, anecdotes,
satisfaction and frustrations...
What I want unconsciously
tell to ME and to OTHERS
through this product usage,
brand purchase,...

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1. How to reveal what consumers can not
tell us about how they behave…
Extremely rich material…
Refreshing anchors for future stories to tell…
Thanks to their own selected pictures and the “cognitive
interviewing” method, each respondent will reveal by
himself/herself its more profound and authentic
relationship with the concerned topic... Hidden motives,
barriers and real life anecdotes impossible to disclose
through classic quali or quanti approach...

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2. StoryTelling: Tips and Practice training
Capture the essence of what
makes a good story, which
ingredients to combine…
And how to tell it in order to
make it captivating, inspiring
and guiding…
Thanks to the support of
professional coach, teaching
story stelling and
improvisation

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2. StoryTelling: Tips and Practice training
Another way to develop
« concepts »… avoiding
standardised, sterile and
boring stories…
Looking for all tips and tricks
to captivate the audience
and touch the heart or brain
of your audience
how to install a good start,
how to create a real tension
and how to end and solve the
tensions…

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3. Be inspired by Customers’ stories
The collected material will be:
On one hand, summarized in one
single multimedia presentation
of 45’
On another hand dispatched as a
gallery of testimonials…
Providing an incredibly rich
source of inspiration for stories
to develop
e.g. What means “trustworthiness” for a young woman 27 y.o. (Belgium),
A lot of personal stories linked to each picture...

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4. Create customer based stories, applied
to your brand
Based on collected
imagery, metaphors,
anecdotes and life
stories of your
customers...
And thanks to story
telling creative
approach
Stories for
future Brand
Activations
Stories for
disruptive
Brand
positioning
Stories for
Communica
tion
platforms
Stories for
new Brand
extensions
Stories for
product
innovation

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4. Create customer based stories, applied
to your brand
THE OUTCOME:
Next to the development of
real differentiating and
disruptive “concepts” done to
deeply touch heart and brain
of your customer...
It’s the opportunity for all
participants to discover and
integrate a new way of
thinking that will reinforce
their creative potential...
Tell me a fact and I’ll learn. Tell me a truth and
I’ll believe. But tell me a story and it will live in
my heart forever.

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The Key protagonists of this Creative
Story Telling Program
Above all...
You, with your Task Force
assisting and contributing
actively to the whole program
The
SynapsesQuali
Researchers
The Story teller
coach
Your customers
or Prospects or
Non users

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SynapsesStoryTelling - Timeline
Steps Content Time required
1. Dive deeply in
Customers’ Mind and
collecting all their
imagery and life stories
 Depending on the number of countries
involved in the project and the customer
segments to recruit
 Per customer segment, 14 in-depth
interviews of 2 hours (FtoF or online
interviews) allow to collect a mountain of
insights and anecdotes
2 to 3 weeks
(possibility to organise
field simultaneously per
country)
2. Story Telling Tips and
Practices
 Training session provided by Improvisation
and Story Teller experts
 Basic tips and lot of funny exercises
 An enriching experience for the whole life...
One day session
3. The Life stories Gallery  45’ of multimedia montage with key
collected customer insights
 All collected material will be dispatched in
several rooms (collages, anecdotes, the
stories around the projective exercises,...)
Half day Immersion
4. Creating Brand Stories
based on Brand heritage
and Customers’ life
stories
 Creating and improvising per sub-group
Brand Stories inspired by collected material
 Brand activations, Brand positioning, New
Brand extensions, Product Innovation,
Communication platform
 New way of writing concepts, much more
impactful and disruptive...
One day and half
For the
Task
Force: 3
days
program
After
training,
only two
days
required

14.  Contact us
• Office: +32.2.759.91.99
• synapses@synapsesquali.com
•Pedro Zaragoza:
• Mobile: +32.478.28.77.16
• pedro.zaragoza@synapsesquali.c
om
Ready to invent the stories that will
resonate in customers’ heart?
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