Let me tell you a story. It’s a bit about our past. A bit about our future but more importantly, it concerns what is happening right now. It is also a story that nears 2,500 words because our compl…
|Scooped by Karen Dietz|
This post, written by Jeff Swystun, is a great discussion about how storytelling is changing branding and marketing. What I really like is his thorough treatment of the topic that totally makes sense for anyone in marketing.
Swystun lists 3 ways storytelling is changing branding:
- It's not about telling
- It's organic
- Stories don't end
#3 I'm not so keen about. I think a better way to view storytelling in branding is in terms of story cycles instead of stories that never end. The concept of story cycles will give marketers/branders much more control over their work. Why? Because eventually you need to bring closure to your audience or they will just end up frustrated and turned off.
Serial storytelling in branding is fabulous (think of the Folgers commercials where we waited for the next installment of the story). But the storyline did eventually end. The company went on then to create other stories in their ads.
There is way more to this article than just the 3 points above. There is history shared and examples given. Swystun writes an entire section on narratives moving people to action -- and how most storied ads don't. His examples show us a better way.
Lots to learn here and apply to your business. Story on!
This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it