Challenge & Selection    I'm a storyteller, i create approaches and purposes for corporate brands, products  and business units. This tool is very important for engage multiple stakeholders.  Nowadays, the companies must have a coherence between what they are (mission,  vision and values) and what really they do. As important as coherence is how the  companies shows that do it.    So, when we talk about the storytelling for the companies, we are talking about a  deep resarch about the market, about the others players, the customers,  governaments and all actores are envolved in the bussiness map. And, the last, how  choise the communications chanells, brand voice, style and tone, beeing leader of  the market.    As a company leader of the market, you need to lead innovation in your industry  before your competition does. You need to set the pace, set the course of business.  As a market leader, you need to maintain innovation leadership before competitors  innovate.    In a highly competitive industry, such as banking, fear of failure can be crucial. And  fail trying something new is, undoubtedly, crucial to a career. This is because it's  impossible for a brand deginer think to have a chance to reposition a brand after an  innovation (or lack of an innovation) resulted in the stock market crash.    Application    The year was 2013, i worked for a big bank that was sponsor of national team soccer  and the worldcup.     Our main competitor in business took a stance of showing their customers that their  bank didn't sponsor major events because they acted on little projects that could  really change for the better the lives of each of their customers.    They created a partnership with a city hall of a big city. In this partnership, this bank  afforded a safe cycleway every weekend. It was enoth, the brand of this bank was in  every place on weekends, being remembered by the population of one city woth 12  millions of people. Low cost and very close of the customers.    We needed react. First of all, the director created a new project office. This team had  a multifunctional employees, with a overview about differents nuances. I was one of  them, i was the public relations guy!    We hear our customers and, then, we realize that we was present in the population  lives, but seemed that we doen't care about them. We needed a new aproach, after  several ideas and researches, we created a new campain with the a social theme:  You Can Change The World.    Insight & Approach    After discovered that we seemed for our customers and research solutions with low  cost, was time to act. We put on the streets several bicicles with our brand color for  the population could ride on the cicleway.     The action gained strong, so we unleash other little social campaignes. We incentivate  the population to read for childrens, hear music, dance, play soccer and take care  about the future oppening a count in our bank. Advertising on televisions and radios,

as weel ads in the social media created the awareness that we was looking for: a  organic brand love.    Until these days, this bank is one of the majors brands of my country and is an  exemple for innovation in tecnology and social projects.    I already was a storyteller, but, with this course i beleave that i can contibut more  when the projects are still beginning. Finding narratives is part of this process, but  isn't the first part, as i usually thinked.


Challenge & Selection I 'm a storyteller , i create approaches and purposes for corporate brands , products and business units . This tool is very important for engage multiple stakeholders . Nowadays , the companies must have a coherence between what they are ( mission , vision and values ) and what really they do . As important as coherence is how the companies shows that do it . So , when we talk about the storytelling for the companies , we are talking about a deep resarch about the market , about the others players , the customers , governaments and all actores are envolved in the bussiness map . And , the last , how choise the communications chanells , brand voice , style and tone , beeing leader of the market . As a company leader of the market , you need to lead innovation in your industry before your competition does . You need to set the pace , set the course of business . As a market leader , you need to maintain innovation leadership before competitors innovate . In a highly competitive industry , such as banking , fear of failure can be crucial . And fail trying something new is , undoubtedly , crucial to a career . This is because it 's impossible for a brand deginer think to have a chance to reposition a brand after an innovation ( or lack of an innovation ) resulted in the stock market crash . Application The year was 2013 , i worked for a big bank that was sponsor of national team soccer and the worldcup . Our main competitor in business took a stance of showing their customers that their bank did n't sponsor major events because they acted on little projects that could really change for the better the lives of each of their customers . They created a partnership with a city hall of a big city . In this partnership , this bank afforded a safe cycleway every weekend . It was enoth , the brand of this bank was in every place on weekends , being remembered by the population of one city woth 12 millions of people . Low cost and very close of the customers . We needed react . First of all , the director created a new project office . This team had a multifunctional employees , with a overview about differents nuances . I was one of them , i was the public relations guy ! We hear our customers and , then , we realize that we was present in the population lives , but seemed that we doen't care about them . We needed a new aproach , after several ideas and researches , we created a new campain with the a social theme : You Can Change The World . Insight & Approach After discovered that we seemed for our customers and research solutions with low cost , was time to act . We put on the streets several bicicles with our brand color for the population could ride on the cicleway . The action gained strong , so we unleash other little social campaignes . We incentivate the population to read for childrens , hear music , dance , play soccer and take care about the future oppening a count in our bank . Advertising on televisions and radios , as weel ads in the social media created the awareness that we was looking for : a organic brand love . Until these days , this bank is one of the majors brands of my country and is an exemple for innovation in tecnology and social projects . I already was a storyteller , but , with this course i beleave that i can contibut more when the projects are still beginning . Finding narratives is part of this process , but is n't the first part , as i usually thinked .