Storytelling in a digital age silicon beach 2013 slide_sharePresentation Transcript
A storytelling story
What’s a story anyway?
Once upon a time..
113 years ago Michelin became one of the first content marketers. It became, in part,
a media company. It made tyres in Clermont Ferrand, and had an interest in people
buying more rubber products. So it encouraged a behavioural change by publishing
content that inspired people to travel more – Le Guide Michelin, a list of tested, and
often exclusive, restaurants. And in France, there are few better emotive motivators
These were simpler times though, and already most brands were seeing that rather
than being the publisher of their own content, they needed to break through into
mainstream published content – the content governed by the media.
News drove the narrative..
Cue Ed Bernays, PR founding father and the man behind the Torches of Freedom
campaign in 1929. It was an integrated PR campaign intended to add to a brand story,
but it was first and foremost about milking the news reach and influence scope of the
The narrative intentions were there, but news was its accelerant. Before long,
news became all-powerful and narratives – the things that wove story pieces
together, became translucent or invisible.
Cue storytelling by proxy..
And storytelling in colour..
Although the 1980s saw an
expansion, diversification and
modernisation of conventional media
that heralded the change that was to
A two-way street again..
When the web came and the internet became mainstream, storytelling once
again had greater potential for brands, because we could foresee a two-way
street. We could see the eyes of the audience, just like Bernard Cribbens
imagined he was doing when he peered through the lens of the TV camera on
Jackanory in the past.
Now, the book never closes..
In recent years we’ve seen dramatic changes in the media landscape and the way that
people consume and share news and information. For starters it’s global and it’s 24/7.
For companies and brands, this has profound implications. It means that we have to
find entirely new ways to tell our stories. Today there are new channels, new tools,
new approaches…and new rules of engagement.