“What’s
the story?” That’s the first question a producer asks when you pitch a movie. Now
brands are following suit. They want to tell tales too. Brand story books, story-led campaigns... strong
narratives for brochures. So, how do we deliver a story experience?
Gather
round the fire
Let’s get the obvious out the way first. A story is
anything that has a beginning, middle and end. Through the ages, every society
has told them. In fact, the need for stories seems hard-wired into the
human mind.
This may be because they’re an unbeatable way of conveying insight. Hooked by the need to know what happens next, people will always stick with a good story until the end. In doing so, they’ll learn a little about what it is to be human through the choices the characters make and the consequences these bring.
