„Too many times brands get excited about technology and how to look »cool« and focus on how to implement the technology rather how the technology can tell their brand story.
Success with new technology comes down to strategy and how well the technology delivers against that.”
/Josh Cohen, marketingprofs.com/
Technology Is for Storytelling, Not Just for Looking Good
for Looking Good
"Too many times brands get excited about technology and how to look »cool«
and focus on how to implement the technology rather than how the technology
can tell their brand story.Success with new technology comes down to strategy
and how well the technology delivers against that.
—josh cohen, marketingprofs.com
"Storytelling has been around for thousands of years. It predates writing.
Over the centuries, the nature of storytelling has significantly evolved
with the advent of writing and the emergence of new technologies that enabled
stories to be embodied in a variety of media, including books, films, and TV.
Digital technologies are now expanding the scope of storytelling. Mobile, cloud,
social, Internet of Things, Big Data and analytics, AI – all are transforming just
about every aspect of business.
—irving wladawsky-berger, blogs.wsj.com
In these fast paced
times public relations’
and marketing’s role has
become much more complex.
the cacophony of noise
from social networks
of mobile devices
of news skills
to manage this,
turn their attention
These tech brands have knocked food
and drink favorites out of the top 10 storytelling rankings
New research shows that
technology brands have overtaken
FMCG favorites, such as Cadbury
and Walkers, as those rated best
for storytelling. Although Apple
retains the top spot
in the 2015 Brand Storytelling
report by marketing agency
Aesop, fellow tech names
Xbox (fifth), Samsung (seventh),
PlayStation (eighth), Google (ninth)
and Facebook (10th) also broke
into the top 10 for the first time.
did you know that...
The lion’s share
of marketers, 81%, plan
to increase their use
of original written content.
— social media examiner
Only about a third
of B2C marketers
effective at content
— content marketing
56% of marketers are
to “manage their
Delivering the brand message requires all kinds
of customization depending on the medium
and the audience.
B2B technology marketing really struggles to get away
from the product detail and just tell a story.
but one thing remains constant throughout:
"Storytelling is key, but as with any key it only gets you in the door,” (…)
“What people really want is to merge their identity with something larger.
They want to enter the world the story lives in. The most compelling of these
environments are rich with detail, but the stories they carry are often implicit,
communicated by subtle cues and left for the audience to piece together.”
—frank rose, co-faculty director and senior fellow,
columbia university school of the arts
There’s a definite sense of pride behind retelling a company history,
or the deep technical passion in the product itself but the solution only comes
alive when there’s a story, and as a technology evangelist it’s in those client
successes and how a product really made a difference for a customer
that spark imagination and generate discussion.
Storytelling shows awareness of how the brand is perceived in the market,
knowledge of the technology behind the product and how it is differentiated,
and the relationship with the customer experience.
3 reasons why you need to tell a story
– by theo priestley, forbes
Stories also allow you to express an opinion.
Opinions matter, even if they’re controversial, because they help
the marketing convey a sense of urgency about the story. Without
an opinion, there’s very little passion. Both clients and employees will
see right through this. And clients relish opinion; it challenges them
And lastly, it’s about taking those stories and using them to connect
the various departments within the organization itself and with clients.
This allows PR and marketing to connect better with pre-sales and sales
efforts to deliver a more consistent and concise message.
That message feeds back into the product roadmap, allowing
for consistent improvement and adaptation to market needs.
so… how are you
gonna tell your story?
If you want to engage the audience successfully,
remember about few key qualities:
All stories involve a partnership between the author and audience:
As the author tells the story, those in the audience conjure it up,
even – if current neuroscience theories are correct – run a simulation
in their head. For the simulation to work, all the details count;
they either reinforce our belief in the artificial world or diminish it.
suspension of disbelief
If the story world does not reflect
the genuine identity
of the company, it will be
as obvious as an ill-fitting wig.
authenticity is critical
Audiences today are becoming active participants in the storytelling
process rather than passive consumers. They expect to share their
involvement online, and smart marketers will come up with innovative
ways to encourage them.
social engagement opportunities
Story worlds can’t be hermetic. They need to be porous enough
for people to pass in and out of them at will. A fair number of Hunger
Games fans are only going to want to see the movie – and many
Burberry customers will be happy just to purchase a trench coat.
They should have that option.
— frank rose, the art of immersion: how the digital generation is remaking hollywood,
madison avenue, and the way we tell stories
varying levels of depth
Today you must not only have
a good grasp of how to unearth
a brand story, but how to tell that
story across a variety of channels?
Whether your field is PR, brand
marketing, corporate strategy,
or media and entertainment,
Prowly will help you boost your
communication and gain
the tools you need to tell your
all channels in one
A few rules in multi-channel brand storytelling:
Your story platform is the emotional heart of your brand. The platform
is built around your brand’s ABCs (audience, brand and category
or competition): Who and where is your audience? How do they
perceive your brand? How do you perceive your brand? How do you
want your brand to be perceived? Who is your competition? Where
does your brand fit in? What’s your brand’s unique differentiator?
don’t treat the launch of a new channel like
a Black Friday sale at Best Buy
Content marketing is about continuous storytelling:
“It’s about a steady stream of storytelling
innovations—large and small—delivered as an ongoing pulse.
— jake sorofman, a research director at gartner
think like a media company
Jake Sorofman, a research director at Gartner, believes content marketing
is about continuous storytelling: “It’s about a steady stream of storytelling
innovations—large and small—delivered as an ongoing pulse. A drumbeat.”
make informed channel decisions
something you should start to live and breathe
none of this is rocket science, but there’s an obvious black hole in how the technology
industry shapes its marketing.
but perhaps more importantly, in the body
of the story itself, if you can’t tell your audience:
how it can resolve a pain
or need, and how it can
make a difference
where the value in using
the solution or service
who will it help the most, and who has
it helped already
when can I get my hands on it,
and when will it make a difference…
…then stop what you’re doing and think again.
"Because if I can’t understand your story,
neither will anyone who’s sitting in front of you.
— theo priestley marketing: 3 reasons to tell a story,
not sell technology
Technology is constantly evolving. There are amazing ways to use technology
to tell your story, wow consumers and engage them with your brand.
Learn them all with Prowly Magazine.