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BW Businessworld

The Art of Storytelling

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Did the Google  Reunion advertisement move you? The emotional ad created for the search giant by Ogilvy & Mather is a powerful example of storytelling and has been sweeping awards.
The Internet and social media have totally changed the advertising landscape — it’s now all about storytelling.

So how do marketers connect with consumers and engage them in their brand story? This book on Storyscaping by Gaston Legorburu, chief creative officer, and Darren McColl, chief strategy officer, SapientNitro, outlines the process. “Story is central to what it means to be human, and the best stories include a hero within the structure... You can empower your customers by making them the hero of your brand’s narrative landscape,” is one of the pieces of advice from the duo.
Peppered with anecdotes on how brands like Coca Cola have successfully used story as a currency, the book is an informative, actionable guide for brand managers grappling with this new marketing landscape.  

The framework is fairly simple: it’s about organising ideas and insights and joining it with experiences. The trick lies in soulfully connecting the two. The authors also delve into the rapidly changing media landscape and the part it plays in storyscaping. The touchpoints are obviously important. 

(This story was published in BW | Businessworld Issue Dated 14-07-2014)