The second of these checkpoints is the conflict of the story. “Conflict is the driving force of a good story. No conflict, no story” (Fog, 2004:35). What Klaus Fog means by conflict is not something negative, it is a way in which the storyteller, or in this case brands, can communicate their perception of right and wrong. The reason why conflict is such a big factor to play in stories, is because “As humans, we instinctively look for balance and harmony in our lives. We simply don\’t like being out of tune with our surroundings and ourselves. So, as soon as harmony is disrupted we do whatever we can to restore it. We avoid unpleasant situations, feelings of stress or anxiety” (Fog, 2004:35). By having conflict within a story, the consumer can relate to the brand on a more emotional level, rather than just being skin deep.

Thirdly, the characters involved are a key feature to any story. “In order to get personally involved with a story, we, as readers or listeners, must be able to identify with the characters” (Fog, 2004:41). The use of characters helps to create the emotional connection to the consumer as spoken about previously. The way it does this is because as a consumer, we may be able to see part of our self in one of the characters. This makes a relation between the consumer and the character. The reason for this is because if we can identify with the characters, we can fully embrace and understand the story.

The last point is the plot is something that is divided into three parts, the beginning, middle and end. At the very beginning of the story, the scene is set and “the progression of change creates conflict and sets the parameters for the rest of the story. The conflict escalates but is finally resolved, marking the end of the story” (Fog, 2004:44). The reason the plot and flow of the story is so important, is because “it is vital to the consumer’s experience” (Fog, 2004:44). The plot is something that can be developed over time to create a more immersive experience, or can be done cleverly in 30 second advertisements to catch the consumers attention.

Now the four ‘checkpoints’ have been outlined and explained, it’s time to work out how brands apply this to their marketing and advertisement strategies. Once it is understood how these brands apply storytelling, it will become visible how they can “create identification, engagement and relevance” (Fog, 2004:164) with their consumers. Brands use storytelling as a sales promotion tool, and “More and more companies are looking to create a story universe surrounding their products and services. In doing so, their story becomes the driving force behind their brand values” (Fog, 2004:164). When companies can tell an immersive story through their marketing and advertisements over a long period, Klaus Fog refers to brands being able to create a “story universe surrounding their products and services” (Fog, 2004:164). The fact that Fog identifies the stories that brands tell as a fictional universe, allows the consumer to get fully immersed in the story. This is where the story becomes “the driving force behind their brand values” (Fog, 2004:164). By creating this other ‘universe’ revolved completely around the brand, they can strengthen their image, and mak