The power of stories has become a part of our cultural dialogue. From articles in Fast Company to The New York Times, and applied across different topics from sports to business to marketing, story is the genre of choice for 2012.
In fact, Direct Marketing News forecasted this to be “the year of the story,” and London-based agency BergHind Joseph identified it as a trend among the Global Fortune 500, even dubbing its 2012 Global Players study, “The Power of Storytelling.” We also find companies such as Nike, Google, Kimberly-Clark, and 3M, among others, using storytelling as a means of communication and leadership.
When it comes to brands and marketing, the application of story now needs to go beyond the traditional and ubiquitous tool of brand story; rather, it’s about engaging consumers in a brand’s stories and using the construct of stories and storytelling to create powerful connections. While the transition to digital media drove a focus toward content, today with ever more social tools and communication media, there’s a need for cohesive and meaningful connections in a marketing world that is now labeled “always on,” demanding more of brand communication. This is where story comes into play....
[Storytelling hits its stride as large organizations look for breakthrough opportunities to connect with customers or other key audiences ~ Jeff]