Home >> Advertising >> Article

Wildfire Stories: Uniqlo voted Asian brand with the best brand story

18-September-2009
Font Size   16
Wildfire Stories: Uniqlo voted Asian brand with the best brand story

The Wildfire team – Leo Burnett’s Mark Tutssel & Contagious’ Paul Kemp-Robertson were at Spikes, too, though with the same advice that they had on wildfire stories at the Cannes Lion International Advertising Festival in June 2009. The team took turns to take the audience through seven points that they believed made for story-telling, which was at the core of communication and advertising.

These seven thoughts, around which stories could be calibrated for brands to connect better with their consumers, were Comedy, Tragedy, Overcoming Monsters, Voyage & Return, Quest, Rags to Riches and Rebirth. The team used examples ranging from Warner Bros’ ‘Batman’ to Doritos to illustrate each of these points.

Mark Tutssel ended the discussion by pointing out, “Good news travels fast and good ideas spread like wildfire. Someone was once asked whether every good story should have a beginning, a middle and an end, and the answer was, ‘yes, but not necessarily in that order’.”

The team had also initiated an audience vote at the beginning of the session to decide on which Asian brand had the best brand story. By popular vote, Uniqlo was the highest voted brand for the poll.

Also read:

Spikes Asia 2009: India there, but Indians missing...

Ashutosh Srivastava, Anna Kirah & Rob Campbell present a vision of the future

Publicis’ Richard Pinder & the “balance of power”@Spikes Asia

Story-telling, value, authenticity & culture: Nirvik Singh’s advice on Asian consumer

Spikes Asia 2009 sees drop in entries, increase in delegates

Spotted at Spikes: Piyush Pandey, Prasoon Joshi, Dave Droga, David Guerrero…

Young Spikes, global meetings, seminars… Omnicom gets busy at Spikes

Tags

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

Radio Mirchi maintained its top spot while Fever FM replaced Big FM at the second spot in Kolkata

Singh explains why marketers should focus more on maintaining the core essence of a brand and not just innovations

Venkat brings with him over 20 years of extensive experience of working in media, creative, cultural and knowledge industries on several international projects in over 30 countries.