INBOUND 2018: Gabriella Pereira on How to Unleash Your Brand’s Storytelling Superpowers

Gabriella Pereira made us ask a lot of questions about how we perceive storytelling and branding. From Harry Potter to Toy Story, her session had it all! 

She began by telling us about 2 characters that stand on the opposite sides of the spectrum.

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Her theory of storytelling goes like this: The underdog needs to show that he can rise to the occasion, and the larger than life hero needs to show his vulnerabilities.

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Then she told us about how we can place any character in any of the 4 categories of the storytelling matrix.

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Oh, and did we tell you that she’s a Potterhead?

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The underdog has to be our favorite of all. It feels great when you’re rooting for the little guy in the room. His story revolves around the change that he wants, and how he’ll get there.

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The disruptor is like the underdog, for he wants the change, too. But he’s a rebel, and way more idealistic than the latter.

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The survivor, on the other hand, isn’t looking for a breakthrough. His purpose is to survive and beat the odds with his sheer willpower. 

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The protector is there to, well, protect. He’s the mighty superhero, and is involved in epic battles and quests. And that also includes battles that take place in the workplace. (Yes. Dwight Schrute was a protector, too.)

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It is easy to see the storytelling matrix in action. Pick the first brand that comes in your mind, and most likely it belongs to one of these categories.

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But storytelling fails when the brand forgets what it is, and tries to shift diagonally across the storytelling matrix.

Gabriella ended her session with some questions for us to ponder upon. These questions must be answered for a brand to be self aware, and to unleash its storytelling superpowers.

We are excited to bring you everything that’s on at INBOUND18 – sessions, videos, tweets and more. Follow the event from anywhere in the world with our remote coverage of INBOUND2018.

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