Storytelling: what you wanted to know and never dared to ask

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Business Storytelling is coming rapidly on the radar screen on many marketers and general managers. But what storytelling is? Where does it come from? What are the storytelling myths, and dos and donts?
A practical inspiration guide to learn more about storytelling and its opportunities and pitfalls

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Storytelling: what you wanted to know and never dared to ask

  1. 1. AMATI & Associates STORYTELLING: What you wanted to know and never dared to ask 1
  2. 2. Origins AMATI & Associates Storytelling is as old as mankind….. 2
  3. 3. Origins AMATI & Associates … it’s one of the rituals used in society to transfer knowledge •  From basic craft and survival mechanisms… •  …to social norms and shared values declined through myths and legends •  As a ritual includes all the elements of relevant elements: •  A script •  High Involvement of participants •  Accessories (e.g. drawings, objects, music/sounds,…) •  Audience 3
  4. 4. AMATI Brand Storytelling & Associates Brand Storytelling is facts-complementing drama, through improved narrative, enhancing images and/or sounds Drama It’s a performance to an audience, with the objective of capturing their attention Images It uses images to create a fertile ground for the message, to appeal to our emotional intelligence and induce message recall Narrative It’s a story narrated through figures of speech e.g., metaphors, allegories, hyperboles,… Sounds It uses sounds and/ or music, to complement, emphasize and substitute words 4
  5. 5. Brand Storytelling Myths AMATI & Associates 1) Storytelling will let your brand shine WRONG! It will ensure your customers recall how shining your brand is 5
  6. 6. Brand Storytelling Myths AMATI & Associates 2) Storytelling will brand your product in a more appealing way NOPE! There is a name for that: Deceptive Advertising! FREE BEER, TOPLESS BARTENDERS, ENDLESS FREE BUFFET (and False Advertising) 6
  7. 7. Brand Storytelling Myths AMATI & Associates 3) Storytelling will enhance your story IT DEPENDS!: It will, if your story is already strong and compelling. It’s not a substitute for a good story 7
  8. 8. Brand Storytelling Myths AMATI & Associates 4) Storytelling strengthens your brand’s emotional benefits Never! It magnifies existing emotional benefits, does not ‘nurture’ them 8
  9. 9. Why storytelling is important AMATI & Associates Educate the target about your brand’s story, your product’s raison d’être 9
  10. 10. Why storytelling is important AMATI & Associates Make your brand’s story more memorable 10
  11. 11. Why storytelling is important AMATI & Associates Setting your audience in the right mindset (ensuring they are receptive to the story) 11
  12. 12. Why storytelling is important AMATI & Associates Providing a context for recipients to become narrators, and evolving the story 12
  13. 13. AMATI Dos and Donts & Associates Where should you start from? ✔   •  Focus on the story •  Find a common ground between the story and the brand •  Test the common ground, to ensure it is relevant to the consumer journey •  Derive images, sounds and narrative from the common ground ✖   •  Do not pretend to have a story if you have none •  Do not force the role of the brand, if there is no natural fit, it’s either the wrong story or the wrong brand •  Do not designate the brand as the hero •  Do not make it about features, make it about experiences •  Designate the consumer as the hero 13
  14. 14. AMATI & Associates AMATI & Associates Registered address: ul. Pułku Baszta 4A lok. 26, 02-649 Warszawa, polska nip: pl 5213627346 url: www.filibertoamati.com 14

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