Mike Tyson, Storyteller

What are important elements for good storytelling?

Emotion, suspense and humor are a few.

Mike Tyson utilized these elements at his recent show "Undisputed Truth," where he told stories from his life.

Sad stories included his mother's death, his sister who died young and his 3 year-old daughter's death due to an accident. He talked about his violence, crimes and addiction, but says he has reformed.

Suspense caused the audience to listen attentively to details of Tyson's youth and a violent fight in a store against a boxer. We learned that he grew up on the streets of Brooklyn and how his mentor Cus D'Amato helped him become a champion. He mentions the book "A Tree Grows in Brooklyn", which he jokingly says depicts a story quite different from his own.

Tyson utilized humor when he explained that "hard times" were the reason for his tour. This joke engaged the audience since they are sympathetic to Tyson as fans, know he lost millions and experienced difficulties themselves.

The fighter's stories fit the American love of a "rags to riches" tale. In American culture, we believe we could begin poor and end rich. We could redeem ourselves and receive a second chance. These values work with Tyson's show and our culture of possibility. Despite his losses, he could win again.

Three Ways to Tell Your Brand's Story

After a viewing of the 2013 British Arrow Awards winners, one notices the powerful storytelling of three commercials. Drama, realism and emotion were utilized.

The Guardian chose to employ news to transform a classic story, "The Three Little Pigs" (BBH agency) through drama. Perhaps an everyday occurrence, like a fire, could become exciting through its storytelling. Journalism could be fascinating.

The real life drama of a homeless woman is portrayed in "A Woman's Nightmare." (Publicis Conseil, Paris) The close camera and graininess of the film involve and affect the viewer, as does the interactive quality at the end, when the viewer could choose the film's ending.

Emotion connects viewers to brands. The strong film to promote the Channel 4 Paralympics (4creative agency) stirs us through music and documents the players' struggles. We understand that their difficulties resemble those of athletes without disabilities and applaud them.

These are three means of storytelling which are appropriate to the brands. Through artistry, the brand's values shine. A good story increases consumer interest and ultimately engagement. A few thoughts on branding...

And just for fun: Public Enemy's "Harder than You Think" UK Paralympics version, which boosts their brand's story.