Brand Storytelling
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Brand Storytelling
Storytelling as a cultural branding tool.
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Toda publicidade conta uma história

Toda publicidade conta uma história | Brand Storytelling | Scoop.it

Textos, por mais resumidos e visuais que sejam, sempre nos remetem a uma história mesmo quando não a percebemos conscientemente. É o caso deste anúncio da campanha Unhate, que promove a marca Benetton em seu mais recente esforço de branding. É possível identificar nele, mesmo que de modo implícito, todos os elementos do esquema narrativo universal proposto por Greimas (1990)...

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PRAGMATICS: A Few Notes on Transmedia

PRAGMATICS: A Few Notes on Transmedia | Brand Storytelling | Scoop.it

Esse post aborda a narrativa transmídia a partir de uma discussão sobre os cinco modos de participação da audiência, enquadrando o tema sob uma ótica que eu considero mais pertinente: importa entender bem o comportamento dos receptores-alvo antes de se propor, ou não, a desenvolver um projeto transmídia. 

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The Four Ways to Approach Transmedia Storytelling

The Four Ways to Approach Transmedia Storytelling | Brand Storytelling | Scoop.it

Four methods for expanding a single-medium story, either by using transmedia tools or by transforming it into a full-blown, natively transmedia world.

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Seven Core Concepts of Transmedia Storytelling

Seven Core Concepts of Transmedia Storytelling | Brand Storytelling | Scoop.it
Source: Revenge of the Oragami Unicorn: Seven Core Concepts of Transmedia Storytelling, Henry Jenkins henryjenkins.org/...
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Media Marketing and the Evolution of Narrative Structure

Media Marketing and the Evolution of Narrative Structure | Brand Storytelling | Scoop.it

Comic books have used myriad narrative techniques such as multi-issue story arcs, crossovers, team-ups, reboots, and multiple title tie-ins to “maxi-story” series to sell more comic books. In the process, they may have also blazed a trail for new forms of complex storytelling.


Via Gregg Morris
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Venngage

Venngage | Brand Storytelling | Scoop.it

Venngage helps you create and publish custom infographics, engage your viewers, and track your results.

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The process of storytelling by Iain McCaig

The process of storytelling by Iain McCaig | Brand Storytelling | Scoop.it

Iain broke down the process of storytelling into very simple steps, developed through years working on feature films, and his experience with the 3-minute Hollywood pitch. The following is a basic guide for putting together a compelling story—using the story of Little Red Riding Hood as a simple case study. 


Via Gregg Morris
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Storytelling Maps - Storytelling Creating Tools

Storytelling Maps - Storytelling Creating Tools | Brand Storytelling | Scoop.it

The Four Circle Story Map is based on Michael Hauge’s observations of how to pitch stories and plays to Hollywood...

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Batman and the Storytelling Map

Batman and the Storytelling Map | Brand Storytelling | Scoop.it

In this post i’ll demonstrate the principles of the story map using the well known comic strip story and Hollywood blockbuster Batman...

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Brand Personality

Brand Personality | Brand Storytelling | Scoop.it

It’s part of how consumers perceive the brand and how the brand differentiates itself from the competition. Accurately understanding brand personality is important to brand success. That’s why we created a vocabulary for quantifying and describing brand personality. Recently we’ve added a related visual language called Brand Toys.

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Enter the Storytelling Matrix

Enter the Storytelling Matrix | Brand Storytelling | Scoop.it

The Storytelling Matrix — a basic framework that plots any brand’s narrative executions along three axes (Activity, Complexity, and Personality). As this simple video explains, these points are used to measure and then maximize meaningful interaction among different target audiences, who logically respond differently to different storytelling methods.

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Ficções úteis no branding

Ficções úteis no branding | Brand Storytelling | Scoop.it

Os valores da marca convencem mais quando são expressos por meio de histórias. Entenda porque nesse post.

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Transmedia Storytelling, Fan Culture and the Future of Marketing - Knowledge@Wharton

Transmedia Storytelling, Fan Culture and the Future of Marketing - Knowledge@Wharton | Brand Storytelling | Scoop.it

A costa leste dos EUA cultiva um outro estilo de narrativa transmídia, bem mais interativa.

 

Entrevista de Andrea Phillips para a Knowledge@Wharton discute o assunto. Ela acaba de lançar um novo livro: "A Creator's Guide to Transmedia Storytelling: How to Captivate and Engage Audiences across Multiple Platforms". 

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The Jedi Master Approach to Content Marketing that Converts | Entreproducer

The Jedi Master Approach to Content Marketing that Converts | Entreproducer | Brand Storytelling | Scoop.it

O artigo sugere aplicar a abordagem do monomito nas histórias da marca. Só não concordo que o herói deve ser o prospect. Pode ser também quem o prospect gostaria de ser conforme explico neste artigo:

http://hebersales.blogspot.com.br/2011/12/quem-e-de-fato-o-publico-da-marca.html

 

 Neste outro artigo, Brian Clark mostra como a Apple e Subway usaram a estrutura do monimito em comerciais de sucesso:

http://entreproducer.com/content-marketing-hero/

 

 

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Narrative Theory: A Brief Introduction, by Ismail S Talib

The Narrative Theory web book site. 


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'We are on the tipping point of reinventing our narratives'

'We are on the tipping point of reinventing our narratives' | Brand Storytelling | Scoop.it
Every now and then I'm asked about why we should reinvent the way we plan, produce and present our digital narratives. Why should we have to change ways of doing things that have worked for so long? Who wants to have their nonfiction pieces filled with bells and whistles, video and audio slideshows, that clog the reading of a story?

 

I try to explain that reading will not go away, that text is the best medium (medium as in the singular of media, in multimedia) for such a great part of our storytelling. This is also the case with acting on stage, which is such a great medium to present visual storytelling in theatres.

 

Nevertheless, there is a catch here.

 

Almost every new medium started out with the repurposing of old media practices. In the first printed books, some white space was kept on the pages so that illustrators could draw initial caps on it. Early radio shows were no more than theatre shows aired to people's home sets. Early TV shows were just radio shows with pictures, filmed with stationary cameras, since producers did not know what could be done with motion to improve the medium's storytelling.

 

[Image credit: Wiertz Sébastien on Flickr. Some rights reserved]


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Storify - Create stories using social media

Storify - Create stories using social media | Brand Storytelling | Scoop.it
Create stories using social media. Turn what people post on social media into compelling stories. Collect the best photos, video, tweets and more to publish them as simple, beautiful stories that can be embedded anywhere.
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Meograph: Four-dimensional storytelling

Meograph: Four-dimensional storytelling | Brand Storytelling | Scoop.it
Meograph helps you easily create, share, and playback beautiful stories in context of Where and When.
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BRAND TOYS

BRAND TOYS | Brand Storytelling | Scoop.it

Brand Toys is a brand visualisation tool. It seeks to bring alive the characteristics of brands in a playful, human, and original way; much like brands should actually be in the real world itself, things people want to spend time with.

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The 6Cs of StoryBranding

Jim Signorelli outlines the 6 Cs of StoryBranding: a breakthrough approach to identify and develop a compelling brand story.

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50 Mobile Learning Tools

50 mobile learning (and storytelling) tools.

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Websites Are A Story: Telling stories with your designs

Websites Are A Story: Telling stories with your designs | Brand Storytelling | Scoop.it
Websites are incredibly versatile as a medium, to be used to display information and other content, and if well designed they can do this in an enjoyable way...

 

I really like this article because it approaches websites as a total narrative which all starts in its design. Notice I did not say text!

 

Yep -- design comes first and that is where the narrative for your business starts.  Ultimately your website needs to move the viewer along a story arc that leads them to take some action -- like buy your product/service.

 

Treating your web pages as discrete pages is not creating an overall narrative. Sure -- the content of each page needs to be crafted as a story. But all the pages need to link together to create a narrative. This is more than just page linking in technical terms.

 

So read this article for the insights about designing your entire website as a narrative. The author has great ideas and tips, along with examples. 


Via Karen Dietz
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