In this video post, Robert Rose, co-author with Joe Pulizzi of 'Managing Content Marketing,' discusses what brands can learn from big-screen storytelling, as well as from Joseph Campbell: creating 'heroic' content that speaks to your audience such...
OK -- I like this article and video, and I don't like this article and video.
Here's what I like:
- The video contains a very thorough description, with great examples, of the hero's journey and how that can be applied to creating your company's brand story.
- The advice on the video is to not slavishly follow the hero's journey script, but to understand the map and then apply the elements you need to improve your storytelling.
- If you watch the video, you will get ideas for how to tell your brand story better.
Here's what I don't like:
- The fact no one tells you: Joseph Campbell and Chris Vogler's works (talked about in the video) are based on the work of Vladimir Propp of the Russian School of Folklore in the 1920s who diagramed the pattern of elements continually present only in the folktale (The Morphology of the Folktale, 1928).
- Propp only dealt with the folktale, and there are many other different genres of storytelling and storytellings structures that make up our world.
- So there is much more to storytelling than the folktale and the hero's journey. It's great to know this information, just realize it is not the whole enchilada.
- The Hollywood model of storytelling will only take you so far. Hollywood stories are great entertainment, but in business we need to move people to action. Business stories are structured slightly differently at the end -- we add an interpretation, suggestion, call to action to help our audiences take the next steps.
- I am bothered by the tone of the entire post and video -- their advice feels contrived and the resulting storytelling feels like it will be fake.
You can take this material and tell wonderful stories. But here are the kicker questions for 2012:
- Are your stories creating connection and conversation with your customers or are they only broadcasts?
- Do your customers play a major role in your story or is it all about you?
- Do your stories show your products/services helping others?
- Is there anything moral going on in your stories?
I ask the last question because are you simply telling stories to sell an image, or are your stories uplifting, enobeling, helping others, and creating win-win-win experiences (win for you, win for your customer, win for the world)?
Let's make 2012 the year where the sharing of our stories does more than sell an image. Let's be think, dream, and do bigger.
Thank you to fellow curator Guiseppe Mauriello for sending me this article.