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 into an Apple”

39. “Nothing sucks like an Electrolux”

61. How Cool is InSites Consulting?

62. STINGO (Storytelling Bingo)
To be used with last pres of today (snowwhite & the 8 dwarfs). Shout STINGO when you fill a horizontal
OR vertical line OR when you recognize at least 9 of the following characteristics and you WIN a PRIZE!
The 3 attributes of being authentic:
☐ quality leadership ☐ heritage ☐ sincerity
The 9 types of brand stories:
☐ start-up challenges (founding) ☐ family ☐ conflict & struggle
☐ triumph & tragedy ☐ creation & creativity ☐ history
☐ community stories ☐ GEO stories ☐ consumer stories
The 6 roads of CREDIBLE brand stories:
☐ appear as artisanal amateurs ☐ stick to your roots ☐ love the doing
☐ immerse with the market ☐ Be at 1 with the community ☐ indoctrinate staff

64. A very very BIG thank YOU to Hannes Willaert
for doing what he does !