Storytelling for Brands - Our Storytelling Matrix (by StoryWorldwide)
Storytelling matrix — a framework that allows you to fully understand and orchestrate your brand narrative. Its three axes (Activity, Complexity, and Personality) are used to plot in the executions necessary to maximize meaningful interaction with a given group.
The X axis is about activity, and illustrates how linear or interactive a particular story is. This ranges from printed magazines and cinematic experiences all the way to full-blown video games — where the user controls each and every aspect of the story.
The Y axis is about complexity, and illustrates just how much information is loaded into the story. Is it a scholarly approach to the subject matter, or is it pure entertainment?
The Z axis is about personality: is it a mass produced, universal story, or is it tailored and customized to each individual?
Very well summarized.
A brave new digital world?
The Guardian’s “Three Little Pigs.” is a brilliant way to challenge the «death of newspaper» notion by putting world-class journalism and objective reporting at the center of the conversation. Regardless of where that conversation is taking place: on a tablet, in social media or printed in a good old-fashioned newspaper.
The 120-second ad follows the developing story of the Three Little Pigs, and visualizes how the paper would cover the story online and in print. The miss-en-scène is brilliant. Mixing the old and the new effortlessly. The merging of two eras. Paper and digital, old and modern.
At the centre is a great story, and a credible source to report it. Paper is not dead, no more than a great story.
If you believe so, it doesn’t mean you are old-fashion. Or passé. It just means that you can express your opinion on digital platforms about a subject based on relevant credible sources.
The ad gives us hope that we can reconcile traditional and digital media.
In a way just like garments are an extension of our skin, the car is an extension of our legs. So the creatives for Volks produced a spot that presents a nice twist on the old «dogs looks like their owners.» But clearly the director went for the comedic effect and failed to elevate the message. Conversely, the use of this type of humour, reflects perfectly the target market.
Das Hund. Das Auto.
Great ad of 2012: PROCTER & GAMBLE «Best Job»
Beautiful spot glorifying motherhood. P & G has shifted the narrative from the product to the user. In the process they have injected a dose of emotion that elevates every day activities. It even sends the message that somehow it all cumulates to a happy ending without ever be «corny». This is why for me this spot is one of the brightest of 2012.
Glorifying with the right amount of authenticity. Masterfully directed and shot. This spot makes you proud to be a mom.
In a recent article in Marketing News, the publication of the American Marketing Association,Brian Solis suggests adding two Pillars to the four Pillars of marketing.
Most marketers recall the 4 Ps: product, price, place and promotion.
Solis suggests, rightly I think, the addition of “people” and “purpose.”
The influence of social media is no longer a question. The only question is how large the role it plays in fully integrated strategic communication programs.
That “people” are at the core of “social” media is also not a question. While people may have been an underlying assumption of the original 4 Ps, it stands alone now because the consumer (whether in a B2B or B2C context) is driving everything.
Inbound marketing, or content-marketing, puts the person’s choice at the center of the value exchange. Being found is equally, if not more, important than being noticed.
By extension, then, if “people” are driving, “purpose” can’t be far behind.
The new consumer expects more from a value-exchange than a cleaner shave, shinier hair or a fresher smell.
With choice nearly limitless, and quality less and less distinctive, the difference driving a purchase decision is corporate purpose for many of today’s consumers (again, regardless of whether a B2B or B2C consumer).
Without a Coca-Cola life is unthinkable. So wrote Henry Miller in his 1945 book, An Air-Conditioned Nightmare. Miller took a critical view of American culture, values, and consumption. And his tone toward Coke—one of America’s oldest and arguably most beloved brands—smacked of reproach rather than affection.
This week Coke launched its new “Together for Good” campaign. The first ad, aired Monday night on cable news networks, recognized the role that sugary drinks—including hundreds of Coke products—play in the growing obesity epidemic. At the same time, the commercial listed Coke’s many efforts to mitigate obesity. And the company deflected responsibility, pointing out that all calories matter and calling on everyone—business, government, teachers, scientists and parents—to be part of the solution. A follow-up ad, themed “Be Ok,” which lists ways you can burn the calories in a Coke, was slated to reach millions of American homes as viewers tuned in to American Idol. It will air again before the Super Bowl next month.
A study from Neilsen shows that chatter of Facebook influences TV viewing at 46%, twitter 14% and TV show websites…9%.
Again, it is easier to meet your audience where they hang out, as opposed to asking them to come to you…