Marketers have always used stories to share information, change opinions and influence decisions. Now, as people create, consume and share brand stories in new ways, marketers need to go beyond the 30-sec product ad or the 300-word press release, and tell purpose-inspired transmedia stories that inspire, organize and energize people.
The Storytelling Mandala is designed to help brands tell stories that inspire, organize and energize people to participate and act around a shared purpose. The inner circle consists of a new three-part universal story that articulates the purpose of the brand, the change it wants to catalyze and the quest it has undertaken. The outer circle focuses on the art of transmedia storytelling, including the role of content, the sources of content, the role of channels and the role of paid, owned and earned media.