Qui n’a jamais dépensé 90% de son budget publicitaire en achat média et seulement 10% en création ? Plutôt que de consacrer des montants astronomiques en achat d’espaces publicitaires, il est préférable de construire et d’entretenir une histoire de marque forte. Vous savez, ces détails qui font qu’on achète une marque pour ce qui se cache derrière son logo et pas seulement pour des raisons rationnelles.
This article discusses how creativity and innovation can be enhanced with e-learning systems based on digital storytelling. A story creation model called movement-oriented design (MOD) is introduced for systematically developing effective digital stories, in conjunction with story creation principles articulated by Robert McKee, a Hollywood guru of script writing.
Note from Beth: Over the past six months, I've been on an advisory group for project that my colleague Jay Geneske at the Rockefeller Foundation has spearheaded to help build the capacity of nonprofits in storytelling skills. The Foundation recognized that a big opportunity exists betwee
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