Learning Objectives
1 Clarifying „storytelling“
a. Nowadays,
Storytelling is the conveying of events not only in words, but also sound and
images, often by embellishment or improvisation. Stories and narratives have
been shared in every culture as a means of entertainment, education, cultural
preservation, and instilling moral values. Crucial elements of stories and
storytelling include plot, characters and narrative point of view. The term “storytelling”
is used in a narrow sense to refer specifically to oral storytelling and in a
looser sense to refer to narrative technique in other media.
b. I
found in the “ADWEEK” magazine the following 7 basic types of stories: Which one is your brand telling?
1.
Overcoming
the Monster
2.
Rebirth
3.
Quest
4.
Journey
and Return
5.
Rags
to Riches
6.
Tragedy
7.
Comedy
In my opinion this 7 basic kind of types can be
good used to tell stories which get in touch with the constituencies.
2 How to use storrytelling as a tool
of corporate communications?
a. Storytelling
is increasingly used in advertising today in order to build customer loyalty.
According to Giles Lury, this marketing trend echoes the deeply rooted need of
all humans to be entertained. Stories are illustrative, easily memorable, and
allow any firm to create stronger emotional bonds with the customers.
h How does storrytelling affects
corporate reputation and constituency response?
a. A
Nielsen study shows consumers want a more personal connection in the way they
gather information. Our brains are far more engaged by storytelling than by
cold, hard facts. When reading straight data, only the language parts of our
brains work to decode the meaning. But when we read a story, not only do the
language parts of our brains light up, but any other part of the brain that we
would use if we were actually experiencing what we're reading about becomes
activated as well. This means it's far easier for us to remember stories than
hard facts.
b. How storytelling can benefit your messaging:
- Stories “show” your reader rather than “telling” them. They help position you as an expert and build trust among your audience.
- Stories are memorable and touch readers in a personal way.
- Stories help you focus your message to avoid communicating too much unnecessary information.
- Stories help you bring independent pieces of information together into a coherent message.
c. Brand storytelling plays a
critically important role growing the business assets of relationship and
reputation. Story based brands whose stories have enhanced their relationships
and reputation with customers, are usually telling stories they have earned the
right to tell.
Sources:
Examples:
https://www.youtube.com/watch?v=MnSIp76CvUI&list=PLmIGGIsVsnXIltrJPcIl7EiJ_qgCeXdFj
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