How the brand storytelling trend began – and whether it will ever end

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  • james fox 15/11/2017 at 6:15 pm
  • Gray Gill 10/11/2017 at 3:28 pm

    You’re absolutely right, Nick. Every single one of your generic examples is spot on.

  • Paul Kalbfleisch 01/11/2017 at 2:34 pm

    Wow. That was cynical.

  • Jayne De Sesa 01/11/2017 at 1:59 pm

    Storytelling is an advertising technique and would be better called storyselling.

  • Colin Cather 31/10/2017 at 5:03 pm

    Blimey, Nick, I’d love to re-light your campfire. The story-thing is a (very practical) way to help clients think about their brands; writing a brand narrative (in the Joseph Campbell ‘monomyth / hero’s journey’ sense, or more latterly the Jonah Sachs ‘Winning The Story Wars’ sense) gives a framework for that. As a simple example, there’s a significant mindshift when brand owners see that they are not the hero, but the mentor, in a big story (that does involve a struggle) that they get to tell and re-tell. Ad and PR campaigns are the chapters or episodes in that brand narrative.
    Call me (Ismael).

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