Post on 10-Feb-2017
Marvin Abrinica Founder, Thrivera Advisory Group @marvinador
Every Brand Has a Story to Tell
“Authen;city is the new currency of brand building, and stories are how we reach our consumers.”
@marvinador
“Thank You Mom”, Dir.Alejandro González Iñárritu. Procter & Gamble, 2012. Commercial
At the heart of every story is a Resona;ng Truth
@marvinador
It Starts with a Founder
You are the brand’s first consumer
Purpose The “Why?” Mo;va;on Passion
“A brand is not so much about ra;onal arguments, but the way that the company resonates with people emo;onally.”
-‐ Steve Jobs
“If something is important enough, you should try, even if the probably outcome is failure.”
-‐ Elon Musk
VisionBeyond limits Imagina;on Inspires
Occupy Mars
Photo: Bloomberg Business 2015
The Hero’s JourneyConsum
er’s
^
The Consumer’s Journey
Consumer Problem Goal
@marvinador
Titanic, Dir. James Cameron Perf. Kate Winslet, Billy Zane, Leonardo DiCaprio, & Gloria Stuart. 20th Century Fox, Paramount, & Lightstorm. 1997 Film.
Everyone has Story
Great brands become part of her story
- John Koenig
Get Out of the Building
Your consumer has a story to tell. Listen, understand the problem, & serve her needs.
@marvinador
Your Brand is the Mentor
Star Wars: The Empire Strikes Back, Dir. Irvin Kershner. George Lucas Perf. Mark Hamill & Frank Oz. Lucasfilm. 1980 Film.
Your Brand Helps Her Overcome the Obstacle
Obstacle TreasureConsumer & Brand
@marvinador
The Role of Conflict
Conflict creates empathy Draws emo?onal interest Demands a response
If the Obstacle is Small, the Treasure is Small
Conflict TreasureConsumer & Brand
@marvinador
The Bigger the Obstacle, the Bigger the Treasure
Conflict TreasureConsumer & Brand
@marvinador
Treasure is both Functional & Emotional
Conflict TreasureConsumer & Brand
The benefits the Consumer Experiences
“Always, Like a Girl”, Dir. Lauren Greenfield. Procter & Gamble, 2014. Commercial
#likeagirl
When the Consumer Wins Everyone Shares in the Victory
Obstacle Treasure & ElixirHero & Mentor
@marvinador
Elixir: Payoff Moment
The Hunger Games, Dir. Gary Ross. Perf. Jennifer Lawrence. Lionsgate & Colorforce. 2012 Film.
Great Brands Telling Authen?c Stories
For Brands with a story to tell
Marvin Abrinicamarvin@thrivera.io
Thank You!