Wednesday 15 April 2015

The three ingredients of storytelling

Storytelling’ is currently enjoying industry buzzword status. However, no-one seems to agree on exactly what storytelling is – let alone how to do it well. In this post, we cut through the hype and reveal the three ingredients you need to harness the power of storytelling for your brand.

Forget what those creative gurus are telling you: brand storytelling is not a hot, new invention. It’s always underpinned great branding. The trouble is, the term ‘storytelling’ has been tossed around so much lately its meaning has become rather diluted and distorted.

‘Storytelling’ is now increasingly used to describe what is essentially just well-structured copywriting: a nice intro, a bit of detail and a satisfying conclusion. It’s become a buzzword – another branding platitude with no real substance.

The recipe for connection
We want to change that. For us, it’s not storytelling unless you make use of the following three ingredients.