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@ Eitan Rosenthal
publishing-brands
KBA webfed pressphoto: JASON MiLLER/GETTY IMAGES
@ Eitan Rosenthal
Or… articulating
narratives as core
business and
exerting control of
information in the
Digital Age.
@ Eitan Rosenthal
context
@ Eitan Rosenthal
Foto Eitan Rosenthal
while digital businesses take strong
lead in markets,
“Hyperloop" transport concept
@ Eitan Rosenthal
… Old economy companies try to revert
their losses.
foto:Victorgrigas cc
@ Eitan Rosenthal
Uber, 5 years old, is worth USD 17B or the
same as Hertz and Avis combined.
(after capitalization round ...
@ Eitan Rosenthal
In Brazil the
situation is extreme:
most businesses are
conventional and
national
productivity is low.
@ Eitan Rosenthal
Rethinking essential roles inside
organizations is vital for their survival
and success.
@ Eitan Rosenthal
what
@ Eitan Rosenthal
publishing-brands invent and
control their narratives and stories,
@ Eitan Rosenthal
(Would this make any sense a few
years ago?)
© http://www.fastcocreate.com/
@ Eitan Rosenthal
… and use them
strategically to
foster innovative
businesses and
initiatives,
@ Eitan Rosenthal
... In an environment where information
flows are integrated and ubiquitous.
@ Eitan Rosenthal
narratives x
stories
"Narrative is a system
of stories that form
a coherent
worldview, helping
people to understand
the way it works."
ASU - Ce...
narratives define positioning, attitude
and style.
“Super Mario” Balotelli
They also structure processes: what is
poorly narrated will be badly done.
Charlton Heston / “Os dez Mandamentos”
"The power of
narrative is to
connect related
stories at various
levels, allowing a
wide range of events
under its scope."...
Icarus - Julie Elven
Stories populate the imagination of people
(and organizations), with a strong
mythological component.
In short, narrative
articulate stories to
desired goals or
ends.
… While publishing-brands rescue and
reorder stories in an integrated and
intelligent bundle: the narrative.
Foto Eitan Ro...
@ Eitan Rosenthal
powerful
outspreads
Technologically,
narratives integrate
with the cloud and
big data.
Data crunching, for example, turn
numbers into stories.
© kentoh / Shutterstock
After all,
”Stories are just
data with a soul."
Brené Brown
@ Eitan Rosenthal
internal,
external & ‘the
borders’
@ Eitan Rosenthal
the traffic of stories and narratives
(which until recently was confused with
advertising),
@ Eitan Rosenthal
Angelo Siciliano,“Charles Atlas”
… Establishes the companies’ attitudes,
postures and value propositions.
@ Eitan Rosenthal
internal communication, which served as
support to transmit, explaining and
documenting practices and pr...
@ Eitan Rosenthal
Are Today the essence
of collaborative
work and knowledge
valuation in the
professional
environment.
@ Eitan Rosenthal
In a world where the boundaries between
inside and outside, before solid and
mandatory, melted, blurred…...
@ Eitan Rosenthal
… It makes no sense to distinguish the
external communication from the
internal.
@ Eitan Rosenthal
The new paradigm
requires radical
changes in
communication
thought throughout
organizations.
@ Eitan Rosenthal
voices & ears
Social networks multiplied the voices of
individuals and organizations.
Foto Franck Metois
Who speaks well stands out.
Who does not… mumbles.
Foto Eitan RosenthalEdgar Bergen / © 1939 Universal Pictures
digitalization multiplied the voices of
individuals and organizations.
Digitalization also increased the need
for ears.
@ Eitan Rosenthal
Whoever does not
listen gets isolated
and delayed, a
hostage to its own
prejudices.
eitan@eitanrosenthal.com / (11) 991 131 771
art: joefreakinrocks
this presentation was originally written in Portuguese
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The Publishing-Brands

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The articulation of narratives as core business and the maximum control of information in the Digital Age.

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The Publishing-Brands

  1. 1. @ Eitan Rosenthal publishing-brands KBA webfed pressphoto: JASON MiLLER/GETTY IMAGES
  2. 2. @ Eitan Rosenthal Or… articulating narratives as core business and exerting control of information in the Digital Age.
  3. 3. @ Eitan Rosenthal context
  4. 4. @ Eitan Rosenthal Foto Eitan Rosenthal while digital businesses take strong lead in markets, “Hyperloop" transport concept
  5. 5. @ Eitan Rosenthal … Old economy companies try to revert their losses. foto:Victorgrigas cc
  6. 6. @ Eitan Rosenthal Uber, 5 years old, is worth USD 17B or the same as Hertz and Avis combined. (after capitalization round in jun/14)
  7. 7. @ Eitan Rosenthal In Brazil the situation is extreme: most businesses are conventional and national productivity is low.
  8. 8. @ Eitan Rosenthal Rethinking essential roles inside organizations is vital for their survival and success.
  9. 9. @ Eitan Rosenthal what
  10. 10. @ Eitan Rosenthal publishing-brands invent and control their narratives and stories,
  11. 11. @ Eitan Rosenthal (Would this make any sense a few years ago?) © http://www.fastcocreate.com/
  12. 12. @ Eitan Rosenthal … and use them strategically to foster innovative businesses and initiatives,
  13. 13. @ Eitan Rosenthal ... In an environment where information flows are integrated and ubiquitous.
  14. 14. @ Eitan Rosenthal narratives x stories
  15. 15. "Narrative is a system of stories that form a coherent worldview, helping people to understand the way it works." ASU - Center for strategic communication
  16. 16. narratives define positioning, attitude and style. “Super Mario” Balotelli
  17. 17. They also structure processes: what is poorly narrated will be badly done. Charlton Heston / “Os dez Mandamentos”
  18. 18. "The power of narrative is to connect related stories at various levels, allowing a wide range of events under its scope." ASU - Center for strategic communication
  19. 19. Icarus - Julie Elven Stories populate the imagination of people (and organizations), with a strong mythological component.
  20. 20. In short, narrative articulate stories to desired goals or ends.
  21. 21. … While publishing-brands rescue and reorder stories in an integrated and intelligent bundle: the narrative. Foto Eitan Rosenthal
  22. 22. @ Eitan Rosenthal powerful outspreads
  23. 23. Technologically, narratives integrate with the cloud and big data.
  24. 24. Data crunching, for example, turn numbers into stories. © kentoh / Shutterstock
  25. 25. After all, ”Stories are just data with a soul." Brené Brown
  26. 26. @ Eitan Rosenthal internal, external & ‘the borders’
  27. 27. @ Eitan Rosenthal the traffic of stories and narratives (which until recently was confused with advertising),
  28. 28. @ Eitan Rosenthal Angelo Siciliano,“Charles Atlas” … Establishes the companies’ attitudes, postures and value propositions.
  29. 29. @ Eitan Rosenthal internal communication, which served as support to transmit, explaining and documenting practices and processes… Assembly Line Packing Grapes for Market / Fresno County Public Library
  30. 30. @ Eitan Rosenthal Are Today the essence of collaborative work and knowledge valuation in the professional environment.
  31. 31. @ Eitan Rosenthal In a world where the boundaries between inside and outside, before solid and mandatory, melted, blurred… Foto Eitan RosenthalDeutsches Bundesarchiv cc
  32. 32. @ Eitan Rosenthal … It makes no sense to distinguish the external communication from the internal.
  33. 33. @ Eitan Rosenthal The new paradigm requires radical changes in communication thought throughout organizations.
  34. 34. @ Eitan Rosenthal voices & ears
  35. 35. Social networks multiplied the voices of individuals and organizations. Foto Franck Metois
  36. 36. Who speaks well stands out. Who does not… mumbles. Foto Eitan RosenthalEdgar Bergen / © 1939 Universal Pictures
  37. 37. digitalization multiplied the voices of individuals and organizations. Digitalization also increased the need for ears.
  38. 38. @ Eitan Rosenthal Whoever does not listen gets isolated and delayed, a hostage to its own prejudices.
  39. 39. eitan@eitanrosenthal.com / (11) 991 131 771 art: joefreakinrocks this presentation was originally written in Portuguese

The articulation of narratives as core business and the maximum control of information in the Digital Age.

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