Hi there folks!
Creatives Meet Business is an event and podcast series based out of Austin, Texas for creatives of ALL disciplines to get from zero to one in thinking of themselves as business owners (in the creative sector).
This episode features Rachel Clemens, Chief Marketing Officer at TradeMark Media, who joined us in June during our roundtable event on Branding. As you'll soon find out, she has so much to share about the principles behind every engaging story and does it in just over 10 minutes! Because there's so much magic in this episode - let's hop in and hear what Rachel has to say!
- 0:00 to 1:40 - Ashland Opening Remarks and Intro of Rachel Clemens
- 1:42 to 2:13 - Introduction of Self and Topic (Behind Every Engaging Story...is a Set of Principles)
- 2:14 to 2:50 - Why Storytelling is Important
- Humans are predisposed to tell stories
- Wired for conclusion, want closure on story
- Stories allow audiences to move from passive to active
- 2:51 to 5:18 - Unearthing Stories & Rules of Storytelling
- Underlying foundations for your storytelling
- Know thyself
- Point of view / perspective - rallying cry either for or against something.
- You should turn on 50% of your audience and turn off the other 50%
- Example from previous agency
- (For founders) Dive into your history to find your stories
- Allow yourself to be vulnerable
- People want to hear stories about real humans
- 5:19 to 7:06 - Story Spine
- Beginning, middle, and end of a story
- Need all three parts to be engaging
- Beginning - starts with one day
- Set the status quo, the lay of the land
- Middle - until one day
- What starts the journey, signals that something is changing
- Because of that, because of that - as many or as few as you need to tell the story
- End - until finally - the conclusion
- Example with squirrel
- Case studies are good examples for story spine
- 7:07 to 10:58 - Uncovering story through common plots
- Overcoming insurmountable odds
- Erin Brockovich example
- Underdog story, what's an underdog story for your organization (you or your client)
- Unlikely pairs
- Using creativity to solve a big problem
- How you're using the tools in your business to solve big problems
- Good versus Evil
- Hero and a villain
- Client is the hero
- Villain can be a person or a concept
- Status Quo
- 11:03 to 12:22 - Ashland Closing Remarks
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Get ready for more on Branding, stay tuned!
Ashland, Creatives Meet Business