Tone of Voice · 9/23/1997 · by one of the new Communications Elite who’ll tart it up and flog it for three times the price in 18 months. 3 normal sized bedrooms and a fourth

Tone of Voice

Branding &

Storytelling

A brand is a metaphorical

story that’s evolving all the

time — this connects with

something deep — a

fundamental human

appreciation of mythology.

Scott Bedbury, NikeFast Company, Aug 1997

What is your story?

Steve Jobs video

It’s a complicated, noisy world

out there and we’re not going to

get a chance for people to

remember much about us, no

company is, so we have to be

really clear about what we want

them to know about us.

Steve Jobs23 Sept, 1997

What do you want people

to know about you?

Physical availability

Mental availability

Byron Sharp

PEOPLE

Sources of stories…

PLACE


PHILOSOPHY


PRODUCT


ZEITGEIST


ARCHETYPES


Explorer, Sage, Hero, Outlaw,

Magician, Lover, Jester, Caregiver,

Creator, Ruler, Explorer, Regular guy

Broken down Battersea bargain, erected at the

end of a long reign of increasingly warped

moral and aesthetic values, it’s what you

would expect – hideous, redeemed only by the

integrity of the plebs who built it…….well.

Originally a one skiv Victorian lower-middle

class family res it’ll probably be snapped up

by one of the new Communications Elite

who’ll tart it up and flog it for three times the

price in 18 months.

3 normal sized bedrooms and a fourth for an

undemandng dwarf lodger. Bathroom, big

double drawing-room, breakfast room and kit,

nature has fought back in the garden and won.

21st Century Imperative

What do you want people

to know about you?

Documents

Tone of Voice · 9/23/1997 · by one of the new Communications Elite who’ll tart it up and flog it for three times the price in 18 months. 3 normal sized bedrooms and a fourth