Stories require protagonists and a conflict. However, it is the way in which you tell them that is decisive. Why that’s the case, we will explain here.
Why storytelling works, we already discussed at the beginning of our series. Messages have the greatest impact on humans when they aren’t purely factual but are able to evoke emotions. This will only happen if the story includes characters which the reader or listener can identify with and has an exciting conflict. It’s a famous rule: no conflict – no plot.Read more
We would like to add a very recent example that fits to our previous blog post about best practices in PR storytelling: In April, all the important German print media reported on LEGO – cover story in Capital, two-page report in the SZ magazine, a story in Stern, Spiegel etc. All articles praise the economic revival of LEGO to becoming the second largest toy manufacturer worldwide under the aegis of its CEO Jørgen Vig Knudstorp. Just as a reminder: in 2004, the Danish company was close to bankruptcy and 1,000 jobs were lost. After the triumphant turnaround, journalists are commending LEGO’s successful market strategy, which is based on the ageless, positive identification and the fun of playing with the plastic bricks.Read more
In our previous blog posts, we pointed out what to look out for when telling a story and why it works. Now, we’ve looked for great examples where companies apply their story throughout their entire communication. During our search, we realised that this is not so easy to find.
It’s so great when you do eventually find an example, where a strong, emotional story is told, but the product remains the focus.
Here, Google tells us a wonderful story. Wonderful, because it has been skilfully created. And there are several reasons for this. First off, let’s take a look at the story and its structure.Read more
In our first blogpost on storytelling we promised we’d give you a reason why storytelling works as a marketing tool. Here it is:
The basic assumption of storytelling is that the unconscious mind controls a substantial part of human behaviour. Hence, also the purchasing behaviour. Or, as Werner T. Fuchs formulates it: The unconscious mind makes the purchasing decision, the conscious mind justifies it.
In his book „Warum das Gehirn Geschichten liebt“, Werner T. Fuchs presents mechanisms of storytelling. In it, he doesn’t only discuss what makes a story a story, but he also offers numerous examples from the world of marketing and innovatively links them with the latest discoveries in brain research.Read more
Nowadays, marketing and communication cannot get around the following topic: storytelling. There’s no need to go through shelves of books on literature. Simply follow our blog and check out the different aspects of storytelling to deepen your understanding on the topic.
There are two aspects, which make storytelling so compelling for companies. For one, stories are deeply rooted in human culture. Everybody knows stories, everyone tells stories. The most popular stories are told over and over again – throughout generations. But more importantly for marketeers: stories convey and release emotions – why and how, we’ll explain in one of the next posts.
Storytelling has nothing to do with superstition. It works – we’ll provide the reason for why it works in another chapter – and is becoming increasingly important. So much so that companies, which are placing more emphasis on direct marketing and social media, cannot avoid storytelling any longer. Due to this development, brand and business communication is rapidly changing from monologue to dialogue.
Whoever wishes to tell a story that works and evokes emotions will most likely ask himself the following questions: “What is a story?” and “What is my story?”.Read more
by Dr. Bill Nichols, Astrophel group
‘Narrative, narrative’ everywhere. It’s a staple of consultancy creds. Every PR campaign and every brand, apparently, should have one.
But how exactly do you sell it? Make money? And, as a client, what are you buying?
Cynics say 20 years of narrative chat is just consultant re-packaging – backstories and news agendas remixed. A case of: ‘the sun shone down, having no alternative, on the nothing new’ – to quote a favourite narrative opening! (‘A’)
Maybe. But my own research review is surprisingly positive. It comes with two caveats. That: (1) PR folks really are the great storytellers; and (2) PR consultancy management teams really want to exit their traditional comfort zone and exploit their intellectual assets (e.g. storytelling).
So what are the prospects? This little narrative is a ‘will-they-do-it? And like ‘whodunnits’, we need means, motive and first…
(A) Beckett, S, Murphy (1938);Read more