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104 • Digital Blonde


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Once upon a time…


Digital marketing expert Karen Fewell explains why behind every brand there should be a story to tell


“Frankly, there isn’t anyone you couldn’t learn to love, once you’ve heard their story.” I heard this quote in a fascinating TED talk titled ‘The Clues to a Great Story’ by Andrew Stanton. Andrew is well positioned to talk about storytelling; he is the writer behind the three Toy Story movies and the writer/director of WALL


-E. It seems every good marketer


is talking about storytelling and using stories to reach customer’s hearts to help companies sell more. But surely storytelling needs to go beyond the marketing department


“Surely storytelling needs to go beyond the marketing department and be at the heart of everything a company does”


and be at the heart of everything a company does. I have had some interesting debates


with clients about storytelling and how polished your stories need to be. I feel that sometimes the story behind the story can actually be more powerful. If I think of one of my favourite fi lms from childhood, Mary Poppins, and then of the recent fi lm Saving Mr Banks, it is the latter fi lm that has the more powerful story. Saving Mr Banks is the untold backstory of how Disney’s classic made it to the big screen. This has led to discussions about


what makes a good story. There is a great article that you will fi nd by Googling ‘Pixar’s 22 Rules of Storytelling’. It is reported that Pixar story artist Emma Coats tweeted Pixar’s


22 rules in 2011. Since then many people have shared and adapted the insights. For me, there are three key insights from the list. They are:


• You admire a character for trying more for their successes.


• Once upon a time there was ___. Every day, ___. One day ___. Because


of that, ___. Because of that, ___. Until fi nally ___. And ever since that day…


• Why must you tell this story? What’s the belief burning within you that


your story feeds off of? That’s the heart of it.


Why do we connect with stories? I have written before about our brains being more engaged by storytelling than cold facts. We actually remember stories much easier as our brains make little distinction between an experience we are reading about and one that is actually happening. Narrative enables us to identify with characters and their life wishes and frustrations. We turn the story into our own experience and ideas through a process called neural coupling. When the brain experiences


You can contact Karen with any your questions by tweeting @DigitalBlonde or emailing Karen@DigitalBlondeMarketing.com. August 2014


www.tuco.org


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