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“Whoever tells the best stories goes home with the most marbles,” says Jeremy Waite, yarn-spinner extaordinaire. Waite, who is also Head of Digital Strategy, EMEA, at ExactTarget/Salesforce.com, and will be a keynote speaker at Brand Innovators Content Marketing London on November 11, recently published his list of the “7 Models of Storytelling for Brands.”

Based on an exhaustive study by Christopher Booker — 34 years in the making and released in 2004 — Waite takes the 7 basic plots identified and applies them to brand marketing. “Much has been written of the 7 plots, from the point of view of creative writing, copywriting or journalism, but little has been written on what this means for brands. Given that we are all in the storytelling business (no matter who you are or you or what your job title actually says), this seems like some important ground to cover ~ especially given the fact that content (storytelling), forms the cornerstone of almost every successful brand.”

Click to read Waite’s clever 7 Models of Storytelling for Brands, “highlighting why the most recognised brands in the world are the most loved and the most successful.” We found his analysis both informative and highly entertaining.


Jereremy Waite is, in his own words, “a digital marketer, cyclist, writer and lover of good cheese and whiskey.” He is currently Head of Digital Strategy, EMEA, for Salesforce ExactTarget @MarketingCloud, which he joined in April, after nearly two years at Adobe, where he was Head of Social Strategy EMEA. His past experience includes running his own agency, authoring the book Sex, Brands & Rock’n’Roll and working for firms such as Nike, MTV, Rovio, Zynga, Reebok, Dell, BMW, Vodafone and TBG (when it was Facebook’s largest ad agency). Follow him @jeremywaite

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by Brandon Gutman
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Brandon is an expert connector and seasoned business development professional. As Principal of Brand Approved, he's led the advisory to become the bridge between brand marketers and best of breed service providers that are reshaping the industry.

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