Storytelling

March 21, 2013

“Why do you need stories?Everyone needs storiesAdults watch the telly

When children go to bed And fathers read the papers

And everyone likes moviesAnd mothers buy the magazines

To see what people said”-The Land where Stories End, David Foster

At the product level: In a world where consumers are overwhelmed with choices, products that want to be noticed and adopted must be rooted in the why. Storytelling does so by tapping into the product’s true value, revealing the interactions at every touch point the consumer has with it.

At the brand level:On a larger scale, marketers must also challenge the indifference of consumers and give them a compelling reason as to why they should choose their brand over the next. Without a guiding narrative weaving through a brand’s content marketing efforts, its product or service will just be that, a product or service, with no emotional connection to its customers.

The Value of Storytelling

What Stories Can Do

Stories are full of archetypes – patterns that are alive in the collective unconscious of all societies

They help us express identity and a sense of belonging within the world.

They connect with people

Stories tap into a collective conscious and rely shared experiences

Through the sharing of experiences communities are formed, creating a powerful sense of “Us.”

They bring people together

Great brands tell stories, and you’re likely to remember the stories even if you don’t buy the product or service.

Stories that really connect with people live on, and they achieve the most valuable thing there is – they are retold

They endure

Stories are the brain’s central learning and reference system. We tell stories to make sense of what we see and experience.

They provide meaning and context to what would otherwise be a collection of easily forgettable facts.

They provide meaning

In an environment of such change & scale, storytelling becomes incredibly important.

They stand out and get noticed

“Stories are the building blocks of human thought; they are the way the brain organizes itself.” Dr. Mark Turner, University of Maryland

Stories that are relatable or feel familiar tap into people’s emotions, and can help them make sense of something.

They help us cope

Stories are uniquely able to move people’s hearts, minds, feet and wallets.

They motivate

• Creates an immersive experience, allowing people to feel they have experienced things they have only actually seen or heard

• Allows the consumer to be part of it and interact• Takes us on an emotional journey – appealing to

our wants, needs, desires – while at the same time telling us about a product or service

• Uses multiple touch points to reach the consumer and live with them day-to-day

• And a really good story makes such an impact that it leads to action

A good story…

GE

Chrysler

Toms

Google Chrome

Storytelling gives marketers the opportunity to form real, meaningful, human connections with consumers, to inspire people to become genuinely involved with their brands, to become authentically responsive to their participative audiences, and to give consumers the powerful, lasting sense that they have a level of ownership over the brand itself.

There’s never been a more important time to be a great storyteller and we’re in the enviable position of being among the best storytellers in the world.

The End