How Storytelling Helped to Create a Billion Dollar Brand
originally posted on richarddumas.com
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As a product marketer, I am always looking for ways to cut through the clutter and reach my audience in a way that stands out. These days, the use of storytelling in marketing is all the rage. From TED presentations and keynotes to product advertisements and digital media, marketers now realize that it is more effective to tell a good story than it is to recite a long list of features and benefits.
As, Nancy Duarte describes beautifully in her book “Resonate” and in her dazzling TED presentations, stories can be used to convey ideas that have the power to ignite massive change in the world. Stories are more memorable, have more impact and force us to distill what we are trying to communicate into something that is clear and easily repeatable. Most good stories have a protagonist that the audience can relate to. The protagonist is forced to face a series of obstacles that he or she must overcome before emerging triumphantly at the end. Storytelling can be used in presentations, web content, collateral, digital media or just about anywhere you are trying to convey an idea.
However, the organizations that have maximized storytelling for the greatest impact are those that have gone beyond using it to communicate an individual idea and have leveraged it to build a successful brand.
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