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Cockneys
and coffee
The role for a good story in marketing
james m
@jamescmitchell follow me on the
twitter why don’t you
The crisis of caring
Stories are
what make
people care
Chapter 1: Values and Value
Chapter 1: Values and Value
“Will people like it?”
FREEDOM
Chapter 2: Fortune and Failure
“Endless Climaxes”
Chapter 2: Fortune and Failure
Chapter 2: Fortune and Failure
“The Trough”
Chapter 3: Suspense
Chapter 3: Suspense
“Will they, won’t they?”
“The earliest brands were
basically a promise of efficacy”
-Paul Feldwick
Sharon Maughan
Giles from Buffy
That guy
That guy
“Will they, won’t they?”
30
MILLION
PEOPLE
The Kiss, 1989
Chapter 4: Agency
Chapter 4: Agency
“Choose your own adventure”
Kris Marshall Esther Hall
Kris Marshall Esther Hall
The whole family goes to a registry office and gets married ! It
then jumps forward 9 months to show the baby and they are...
Jane's ex will also find a new partner for himself and also have a
child then all can meet up on a regular basis and be fr...
Chapter 5: Conclusion
“What makes people care?”
• Value
• Value
• Mixed fortune
• Value
• Mixed fortune
• Suspense
• Value
• Mixed fortune
• Suspense
• Agency
• Value
• Mixed fortune
• Suspense
• Agency
• The Plot Twist
Chapter 6: The Plot Twist
Chapter 6: The Plot Twist
“…wait, what?”
Word count:
35,609/50,000
Like any good story, this presentation has a
plot twist.
You see, I’ve been rather busy this month,
writing a novel.
This ...
The value of a good story   jm 2010
The value of a good story   jm 2010
The value of a good story   jm 2010
The value of a good story   jm 2010
The value of a good story   jm 2010
The value of a good story   jm 2010
The value of a good story   jm 2010
The value of a good story   jm 2010
The value of a good story   jm 2010
The value of a good story   jm 2010
The value of a good story   jm 2010
The value of a good story   jm 2010
The value of a good story   jm 2010
The value of a good story   jm 2010
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The value of a good story jm 2010

How do we get people to care about advertising again? Start treating it like a story.

Given @ the APG Battle Of Big Thinking '10, 2nd place

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The value of a good story jm 2010

  1. 1. Cockneys and coffee The role for a good story in marketing james m @jamescmitchell follow me on the twitter why don’t you
  2. 2. The crisis of caring
  3. 3. Stories are what make people care
  4. 4. Chapter 1: Values and Value
  5. 5. Chapter 1: Values and Value “Will people like it?”
  6. 6. FREEDOM
  7. 7. Chapter 2: Fortune and Failure
  8. 8. “Endless Climaxes”
  9. 9. Chapter 2: Fortune and Failure
  10. 10. Chapter 2: Fortune and Failure “The Trough”
  11. 11. Chapter 3: Suspense
  12. 12. Chapter 3: Suspense “Will they, won’t they?”
  13. 13. “The earliest brands were basically a promise of efficacy” -Paul Feldwick
  14. 14. Sharon Maughan
  15. 15. Giles from Buffy
  16. 16. That guy
  17. 17. That guy “Will they, won’t they?”
  18. 18. 30 MILLION PEOPLE The Kiss, 1989
  19. 19. Chapter 4: Agency
  20. 20. Chapter 4: Agency “Choose your own adventure”
  21. 21. Kris Marshall Esther Hall
  22. 22. Kris Marshall Esther Hall
  23. 23. The whole family goes to a registry office and gets married ! It then jumps forward 9 months to show the baby and they are all smiling and phoning their family x
  24. 24. Jane's ex will also find a new partner for himself and also have a child then all can meet up on a regular basis and be friendly for the sake of the children.
  25. 25. Chapter 5: Conclusion “What makes people care?”
  26. 26. • Value
  27. 27. • Value • Mixed fortune
  28. 28. • Value • Mixed fortune • Suspense
  29. 29. • Value • Mixed fortune • Suspense • Agency
  30. 30. • Value • Mixed fortune • Suspense • Agency • The Plot Twist
  31. 31. Chapter 6: The Plot Twist
  32. 32. Chapter 6: The Plot Twist “…wait, what?”
  33. 33. Word count: 35,609/50,000
  34. 34. Like any good story, this presentation has a plot twist. You see, I’ve been rather busy this month, writing a novel. This is the point: what other form of entertainment/content creation could keep someone so engaged on so personal a level, for so long? Stories: Homer Photos: Evan Baden Music: Quantic

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