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Beck and McSweeneys show us how to market in the age of collaboration

Beck and McSweeneys show us how to market in the age of collaboration | Story and Narrative | Scoop.it

Sadly, I have a conflict. But I know my answer to the question “Creativity: Renaissance or Retreat?” It’s the same as Beck’s and Dave Eggers. The real future of creativity may not be who tells the story, or even the stories themselves. Instead it just might be the novel processes and experiences we invent to inspire the creation and telling of those stories.

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Story and Narrative
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The Key to story structure in two words: Therefore & But

The Key to story structure in two words: Therefore & But | Story and Narrative | Scoop.it
There are a ton of storytelling-related books and websites in the cosmos. And there is no shortage of people giving story advice and tips. Much of the advice is helpful, but the enormous volume of information related to writing or telling better stories can be overwhelming. Therefore, when someone credible comes along who offers free, insanely simple yet effective advice for improving one's story, he will find a very large audience indeed. This is exactly what happened just a few years ago, all quite by accident it would seem.
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Creating Great Content Is Fun And Easy!

Creating Great Content Is Fun And Easy! | Story and Narrative | Scoop.it
Sure, you're competing with every entertainment and sports and news and cultural producer on the planet for peoples' attention. But all they have is beautiful, famous, talented stars, and amazing athletes, and worldwide news. You have something they don't have -- BRAND STORIES!

Make people totally fascinated with your brand by creating powerful brand stories! Soon, they'll want to have a brand relationship, and understand how your brand aligns with their lives, and how they can co-create with it, and share brand values. You'll have a global community of brand ambassadors creating a movement around your awesome brand.

Here's the key: STORYTELLING!
Gregg Morris's insight:

Every brand marketer/storyteller should pin this above their desk and read it daily!

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7 Basic Plots of Content Marketing: Voyage and Return

7 Basic Plots of Content Marketing: Voyage and Return | Story and Narrative | Scoop.it
Voyage and Return is a difficult story framework to tell a customer’s story because your customer shouldn’t be returning home empty-handed after an experience with you. Conversely, Voyage and Return is framework you can use to tell their stories for dealing with a competitor. Your customer goes out to satiate their hunger, has to deal with bad food or poor service at a competitor, and returns home wiser, yet still hungry.
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7 Basic Plots of Content Marketing: Rags to Riches

7 Basic Plots of Content Marketing: Rags to Riches | Story and Narrative | Scoop.it
Previously, we looked at Christopher Booker’s 7 basic plots of how stories are told. Today, we’ll look at the second of these 7 from a content marketing perspective: Rags to Riches.

If you’ve seen Cinderella, Pretty Woman, or other similar archetype stories, you know how it goes. Poor hero faces incredible challenges, gains something, loses it, and gains it back after becoming a better person or overcoming a situation.
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Storytelling vs Story Making: Interview with David Berkowitz | Social Media Strategy | Online PR | Proactive Report | Sally Falkow

Storytelling vs Story Making: Interview with David Berkowitz | Social Media Strategy | Online PR | Proactive Report | Sally Falkow | Story and Narrative | Scoop.it
Don’t miss tomorrow’s Proactive Report interview with David Berkowitz, AdAge columnist and CMO of MRY.

Here’s a sneak peek – I’ll be asking him questions about storytelling and why brands should rather be doing what he calls story making with customers.
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Why Stories Work for Business

Why Stories Work for Business | Story and Narrative | Scoop.it
Stories work for business because we [the audience] identify with brands. We see ourselves living the lives in these brands’ stories. Therefore, we begin telling stories too. Stories like my New York #missadventure.

Brands need to become media companies.

I recently attended a storytelling seminar with screenwriter, Robert McKee and one of the points he made speaks to this. Companies need to understand that in order to create loyal brand advocates they have to become media companies.
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The Power of Storytelling in Social Media Marketing

The Power of Storytelling in Social Media Marketing | Story and Narrative | Scoop.it
In advertising marketers interrupt the story people want to see with brand promotions that pay for it. Yet, in social media marketers must create the content people want to see. Brands must interest the audience themselves by telling a good brand story. But what makes a good story?

To research the power of story my colleague Michael Coolsen and I analyzed two years of Super Bowl commercials - the one time people choose to watch advertisements for the enjoyment of the ads themselves. We wanted to know which ads were the most liked, the ones that drew interest with buzz and votes to finish in the top of the advertising ratings polls.
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Tell Corporate Stories Like a TV Producer: Inform, Inspire, Engage

Tell Corporate Stories Like a TV Producer: Inform, Inspire, Engage | Story and Narrative | Scoop.it
“We tell stories that are definitely not your norm. We do mini-documentaries … and think of them the way Dateline, 20/20, or 60 Minutes would. We try to find really fascinating stories, then tell them well … to evoke positive feelings about the company.”

This story-and-news approach helps cut through the fact that, as Burke admits, “EMC sells something that, quite frankly, is a little difficult for people to understand. Our job is to build an awareness of everything that ‘data storage’ really means.”
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How to Be a Storyteller

How to Be a Storyteller | Story and Narrative | Scoop.it
Creating good stories is how companies convince preoccupied, information-overloaded consumers there is something worth their time and interest. Whether a company’s stories engage, educate, or entertain, they encourage a consumer to pause, even if for a short time.

But here’s the key question: How do companies get started with storytelling? The answer: a five-step process that any company can embrace.
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The Power of Audio Storytelling

The Power of Audio Storytelling | Story and Narrative | Scoop.it
Story takes all that data and dramatizes or “storifies” it, so instead of making a list of facts, you tell a story that moves dynamically, positive, negative, and arouses great curiosity: How will this turn out?

It draws the audience and listeners into empathy with your core character – it hooks them intellectually and involves them emotionally so that when you reach the climax, the message at the climax moves them to act.

What I teach, Mark, at that seminar on March 19 is what I call the “Purpose Told Story.” It’s not fiction as entertainment. It’s using the story form to communicate a lot of information but dramatize and “storify” it so that at the end of the story, people are moved to take an action: To buy your product, to hire your service. That is the “Purpose Told Story.”

So story in business is very different than the story in Hollywood. It is designed to hook interest, to move people, emotionally involve them, and then trigger them to act. That last step is the most important of all.

It works because story is the natural form of thought.
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Stories Inside Healthcare

Stories Inside Healthcare | Story and Narrative | Scoop.it
Medical communication and goals for treatment focus on the disease or conditions but not the patient as a whole. At this larger level we are missing some points that might help improve both short-term and long-term ways people experience disease. I want to make the case for understanding both the patient journey at a medical level and understanding the patients life story or narrative as it relates to disease as an equal part of therapy planning.
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4 Steps to Creating Authentic Stories Your Customers Will Want to Read

4 Steps to Creating Authentic Stories Your Customers Will Want to Read | Story and Narrative | Scoop.it
Authentic stories help powerful brands make deep connections with customers. But that high-level principle creates real-world challenges for content marketers. What is a powerful story and how do you tell it? I’d like to share four tips on how to tell stories that make connections and get results.
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7 Examples of Great Storytelling For Boring Brands | SEJ

7 Examples of Great Storytelling For Boring Brands | SEJ | Story and Narrative | Scoop.it
Some brands are inherently sexy, like the Ford Mustang.

The name evokes an immediate feeling of caution-to-the-wind youth and speed. Even though it’s been around for ages, Ford does a pretty good job of keeping the Mustang image fresh and current. There’s a lot of material to work with: history, style, engineering, innovation (not to mention that it’s a sports car).

Sadly, we don’t all write content for Ford’s Mustang. Most brands are pretty darn boring. Marketers are called on to create compelling stories for things like toilet paper or tile grout and for companies that rent out heavy equipment or manufacture parts that go inside other products.

How do you work with that? And how do you convince an old-school CEO that the company’s story is worth telling?

Creating a great story means digging right into the heart of what makes a company or a product special. Here are some examples of brands big and small making it happen.
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Kim Zinke (aka Gimli Goose)'s curator insight, March 4, 3:46 PM

It can be challenging to find a great storytelling angle for an uninspiring brand. Sometimes, you have to tackle it from a new angle to make it work.  The key - remain authentic.

Dominique Taste's curator insight, March 13, 12:27 PM

Le storytelling est loin d'être réservé aux marques glamour, aux entreprises patrimoniales ou aux start-up flamboyantes. Il nécessite juste plus de créativité et un choix de techniques comme :

* utiliser le vocabulaire de votre cible,

* transformer ses clients en héros,

* traiter ses employés avec égard,

* créer une histoire de zéro

* ou utiliser l'humour pour traiter les sujets délicats.

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What Makes Telling a Personal Story Valuable?

What Makes Telling a Personal Story Valuable? | Story and Narrative | Scoop.it
Stories without a turning point are just anecdotes. Peter Aguero, The Moth's StorySLAM host says:

“I’ve seen people tell stories about things that are really difficult for them. And you know, when they are telling the story, they are a little bit taller. They don’t have that stuff weighing down on them as deeply.” This isn’t easy, Aguero admits, but it is vital. “We’re all a product of every experience we’ve had, and some of it is good, and some of it is trauma, and some of it is really terrible. And you know, if you don’t deal with it — if you don’t confront it, you’ll never get over it, and parts of it will own your life moving forward.”

Storytelling isn’t therapy, he says. “But it is very therapeutic.”
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Make Your Stories Come Alive

Make Your Stories Come Alive | Story and Narrative | Scoop.it
Empathy for your audience and compassion for yourself as you tell your stories build the bridge to connection (Diego Garcia conveys connection in Inside my Heart.)
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Jeni Mawter's curator insight, May 7, 9:24 PM

Tips for writers for children and young adults. Gatekeeper appeal :)

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7 Basic Plots of Content Marketing: The Quest

7 Basic Plots of Content Marketing: The Quest | Story and Narrative | Scoop.it
Previously, we looked at Christopher Booker’s 7 basic plots of how stories are told. Today, we’ll look at the third of these 7 from a content marketing perspective: The Quest.
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The 7 Basic Plots of Content Marketing, Part 1

The 7 Basic Plots of Content Marketing, Part 1 | Story and Narrative | Scoop.it
Back in 2004, Christopher Booker took a series of concepts from Carl Jung’s archetypes, Joseph Campbell’s hero’s journey, and Arthur Quiller’s conflicts and rendered them down to 7 core plot types. These plots are eternal and form the basic fabric of virtually all our stories.

 

"The logical question is, do these story archetypes translate well to the stories we tell in business? The answer is a resounding yes. In fact, the 7 basic plots are a great set of guidelines to understand whether you’re telling a coherent story at all."

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Engaging and Persuading People Through Storytelling

Engaging and Persuading People Through Storytelling | Story and Narrative | Scoop.it
Storytelling is so powerful that it’s been around for over 40,000 years. So how can you use storytelling to engage and persuade your website visitors?
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Anna Font Massagué's curator insight, April 28, 7:53 AM

He trobat aquest contingut fent clic en el botó amb tres ratlletes al costat del cercador de Scoop.it. Un cop se m'ha desplegat un ventall de diferents temes, he seleccionat el següent: ''Storytelling''. I després, he anat cercant el contingut més interessant fins que he trobat aquest, que ha estat curat per l'usuari ''Gregg Morris'', dins de ''Story and Narrative''.

 

Aquest article està extret d'un lloc web sobre màrketing i ''social media''. Ens explica com enganxar i persuadir el públic explicant una història. En primer lloc, diu que la manera més efectiva de recordar un contingut és en forma d'història. I amb un una imatge (esquema-dibuix), ens explica tot el procés cerebral que té lloc a l'hora d'assimilar una narrativa. És una manera de transmetre el contingut molt visual i dinàmica, a causa dels dibuixos i els colors.

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Technology Is Short, But Story Is Long

Technology Is Short, But Story Is Long | Story and Narrative | Scoop.it
I have two questions for you:

What comes to mind when I say "Shakespeare?"

What comes to mind when I mention the "water wheel?"

Both were born in the 16th century. Both advanced Elizabethan culture in profound ways. One wrote "Romeo & Juliet."

That's the difference between platform and art.

Technology and story.

Technology can bring you stuff (like water and Facebook posts). Story can change your idea of the stuff you want brought to you.
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donhornsby's curator insight, April 14, 8:50 AM

(From the article): In fact, most of us (as marketers and as consumers) judge a platform by how well it performs 3 key functions: delivering stories we desire; when and where we desire them; in the form that's easiest to enjoy and share.

 

As Shakespeare liked to say, "The play's the thing!"

 

He never said, "The stage (or the platform) is the thing!"

 

That's why today's major technology and social media enterprises – Apple and Amazon and Facebook and Google – are in the throes of a hiring frenzy. Not just for developers and coders, but for art directors and writers and strategists and storytellers.

 

That's why Facebook, the behemoth that once cajoled marketers into adopting "more useful metrics" such as "likes" and "engagement," has unapologetically tossed its old playbook.

Patricia Stitson's curator insight, April 14, 12:37 PM

I agree but:

 

Will there come an age where a technology will become so integrated into the fabric of our collective story that it DOES not fade away... but rather like cultural stories or some religions, learns how to adapt to the changing framework of its own self?

 

The authors overall point is indisputable, story is at the heart of literally everything today, but I would counter that his argument about the fading of past technologies as the reason why we should focus on story is, well, itself archaic.  

 

The integration of story and technology is creating an online culture where one is indistinguishable from the other.  Not so with Beta Tapes of old.  That is HARD ware not SOFT ware.  The story was separate from the hardware that delivered it. 100%.  Not so with Facebook etc. I do not suppose to predict that FB will not be usurped by another platform as Friendster did. 

 

I am simply asking another question.  How is the presence of technology change the manner in which we view how we tell our story?  When will how we tell our stories become so dependent on technology that the latter itself become a part of the story.  Or has it already?

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Literary Study Finds All Modern Narratives Derived From Classic ‘Alien Vs. Predator’ Conflict

Literary Study Finds All Modern Narratives Derived From Classic ‘Alien Vs. Predator’ Conflict | Story and Narrative | Scoop.it
Explaining how the timeless clash between the two sides remains among the most elemental forms of storytelling worldwide, a study published Tuesday by researchers at Oxford University has concluded that virtually all modern narratives are re-expressions of the classic Alien Vs. Predator conflict.
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Brand Storytelling in a Digital World

Brand Storytelling in a Digital World | Story and Narrative | Scoop.it
As digital expands into every facet of a consumer’s life, marketing strategy and brand storytelling must shift its focus to create content driven by consumer conversations and needs. So how do brands get there? How can a brand leverage the momentum of conversations consumers are already having?
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The Plump Comforts of a Story

My gripe is not with lovers of the truth but with truth herself. What succor, what consolation is there in truth, compared to a story? What good is truth at midnight, in the dark, when the wind is roaring like a bear in the chimney? What you need are the plump comforts of a story.

DIANE SETTERFIELD
Gregg Morris's insight:

Indeed...

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Brand Storytelling 101: The Essential Elements

Brand Storytelling 101: The Essential Elements | Story and Narrative | Scoop.it
Today, however, a brand has evolved into something far more powerful than just a look. It is actually your identity and personality. Certainly a “look” is one component of an identity—just watch people walk down the street. You can identify the hipster, the fashion diva, the gym rat, simply by their “looks”.

But their crafted looks are only one part of their respective stories, just as your logo and company colors are only one part of your story.
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Are Your Copywriters Good Story Tellers?

Are Your Copywriters Good Story Tellers? | Story and Narrative | Scoop.it
I wanted to write about the importance of telling stories when creating campaigns and I wanted to write something with a little authority, so I looked for an Ogilvy quote because he said/wrote many memorable statements about the subject. In looking for a quote, I came across this page, but the quote that stood out for me was:

“I have a theory that the best ads come from personal experience. Some of the good ones I have done have really come out of the real experience of my life, and somehow this has come over as true and valid and persuasive”
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