BLUE C

STORY WORLD

June, 2014
“The universe is made
of stories, not of
atoms.”
― Muriel Rukeyser
 IN THIS REALM OF INFINITE POSSIBILITY…

STORY IS KING

… STORY IS KING!
BUT STORIES ALONE
ARE NOT

ENOUGH
WE MUST EMBARK ON A SHARED PATH
TO BUILD BRAND STORY WORDS
THE HEART OF BRANDED CONTENT
LIES ON STORIES.

WHY?
S HERE ARE 7 REASONS

T
1. PRODUCE EXPERIENCE
O 2. REVEAL WHAT MAKE YOUR MESSAGE UNIQUE

R 3. ARE THE EMOTIONAL GLUE THAT CONNECTS YOU TO YOUR CUSTOMERS

4. SHAPE INFORMATION INTO MEANING

I 5. CAN MOTIVATE AN AUDIENCE TOWARDS YOUR GOAL

6. ARE MORE LIKELY TO BE SHARED
E 7. ARE LESS LIKELY TO BE RESISTED

S
BUT STORIES ALONE ARE NOT ENOUGH.
WE NEED
STORY WORDS.
STORY WORLD IS AN ECOSYSTEM
WHERE PURPOSEFUL STORIES ARE CREATED FOR

DIFFERENT FORMATS

AND PLATFORMS

TO DRIVE HUMAN BEHAVIOUR,

HABITS

AND CONSUMPTIONS.
STORY WORLD IS AN ECOSYSTEM

THAT INVOLVE MANY PLAYERS SUCH AS SOCIAL MEDIA NETWORKS, CONTENT

PROVIDERS, TALENT AGENCIES, TECHNOLOGY COMPANIES, DIGITAL STUDIOS,
MEDIA COMPANIES, TV NETWORKS…
STORY WORLD
ADDS A DIMENSION OF DEPTH AND CONSISTENCY
TO ALL THE STORIES WITHIN THEM.
WHAT BENEFIT STORY WORLDS MAKE?
 A SEISMIC SHIFT
 DISPOSABLE  DISTRIBUTABLE
 PASSIVE  PARTICIPATORY
 APPOINTMENT  ALWAYS ON
 RENTED  OWNED
 ISOLATED  IN CONTEXT
 STATIC  DYNAMIC
 PUSH  PULL
 INDIVIDUAL  IRRELEVANT
 STORYLINE  STORYWORLD
 STORIES ARE CONSTANT, BUT TELLING IS VARIABLE.
HERE IS 8 BASIC SLOTS OF STORY TELLING:

1. OVERCOMING THE MONSTER

2. RAG TO RICHES
3. THE QUEST
4. VOYAGE AND RETURN
5. COMEDY
6. TRAGEDY
7. REBIRTH
8. SUPERSTITION
STORIES ARE TIMELESS.

WHAT HAS CHANGED IS THE NATURE,

BY WHICH THE STORIES ARE SHARED
AND CONSTRUCTED.
BRANDS THAT CREATE THE BEST STORY WORLDS WIN!
Thế giới ngập trong màu đỏ
Ta làm một đại dương xanh
Đi kể các câu chuyện nhỏ
Về cách cuộc đời xưng danh
THANK YOU!