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.

by Noor Fathima Warsia
Published: Sep 18, 2009 6:37 AM | 2 min read

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.