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I would agree with the article - storytelling without true narrative intelligence can be shallow and backfire.
Now here's an interesting article -- and a perspective I rarely see.
Basically, the author is asking if businesses are overdoing storytelling. Not in terms of quantity, but in terms of quality and messaging.
As the author, Ed Heil, says at one point about McDonalds and Coca-Cola: "I commend both companies for stepping out and trying something different, but what would be really different if someone had the guts to stop and say, “because we produced this, it’s a reflection of what we believe and who we are,” and leave it at that. If you like that and identify with the message and cause, so be it."
This article is not very long, but it does raise some interesting questions.
Bottom line: mixing ads and storytelling might not be the best way to go.
You be the judge. It is interesting to consider, though.
This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it