In advertising, the art and craft of storytelling is central to building, maintaining and strengthening the bonds between consumers and brands.
I agree with 99% of what is in this article. It is a meaningful discussion about storytelling, branding, technology and how much branding/ad professionals need to get better at the whole storytelling thing. The authors are Randy Rothenberg, the president-CEO of IAB and Mike Hughes, the president of the Martin Agency.
I actually got even more insights from the 4 comments other people left on the site -- so don't forget to read those also.
Here's my only quibble and it's something I've noticed in many branding articles. It's the notion that TV, the news media, radio, etc. are the only ways people have been receiving stories for the last several decades. The notion is that people are now liberated because they can actively create and share their own stories due to technology. That's silly.
Of course people have been making up and sharing stories with each other for millenia. So let's keep in mind that when professionals in marketing/branding/ad/pr industries talk this way, they are really only sharing about the mindset of their worlds.
Up until recently that mindset has been about the pushing and telling of messages. Now there is a revolution underway that is about corporations engaging in sharing stories back and forth with customers.
Which gets us back to the point of the article -- we need to think better about our stories, build storytelling skills, and understand the dynamics of story sharing.
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