Elements of Story
Attending The Creative Leadership Forum‘s latest event The Art of 360 Degree Presentation I was given the opportunity to hear some great insights from Matt Moore on Innoecture. A regular at coffee mornings, I was soon enthralled as he continued through some very engaging demonstrations of story telling and how we percieve story telling.
Some quick points from my notebook:
- Stories allow us to make sense of the world – that is why they engage us best, it’s a familiar medium
- Elements of a story: characters, setting, events and an emotional component
- Not all stories are ‘epic’ stories (nor should they be)
- Fundamental for the story teller: What story is your audience currently living?
- Emotion evokes story
Matt points out that Obama and his story (i.e. campaign, speeches etc) answered and was aligned with the story of so many Americans — this was key to his success. He also touched on about brands and their stories.
A few months ago, Shawn wrote about brand stories and how he thinks the word “story” is being misused. I agree with him. In fact, I don’t think that you can have a “brand story” but brands absolutely have stories around them.
Let’s say that a story contains (i) character(s), (ii) location(s) and (iii) events that befall the characters. A character doesn’t have to be a human being but we tend to prefer stories with characters that are. If the character isn’t a human (e.g. a dog, a car) then we anthropomorphise them. We give them emotions and moods. We give them reason. Above all, we give them agency. They choose to do stuff.
(edit): I, however, believe that brands do have stories, and firmly believe that social media is story telling. Developing, or crafting, these stories, is a where I believe true creativity and innovation can be invaluable.
So tell me, what’s your story?
Also of interest:
About Jye
Jye Smith is currently the Digital Strategist for Weber Shandwick Australia. Ranked in B&Ts 30 Under 30, he's a regular keynote speaker and workshop facilitator who specialises in digital strategy, social media marketing, and change management.
Just like the concept of anonymity and community, I am going to have to disagree with you and Matt on whether brands have stories.
Yes, “brand stories” are often misunderstood or misused. But the certainly do exist. They are just rare – like unicorns.
I actually have made an edit error here: I said I agree with Matt, but the end of the sentence contradicts that, I do believe brands have stories.
I’ve edited this in the post above. Sorry for the confusion.
Gav – This is interesting. I’m looking forward to your examples. I think there are “brand stories” in the same way there are “World War II” stories or “White House” stories.
But we are often invited to treat brands as tho they are characters – and I’m less convinced by that.
Rather than getting sucked into a “do brand stories exist or not?” debate, I’d like to explore the relationship between brands & stories.
Which I know the both of you are keen on as well.
http://www.dpdialogue.com.au/zakazukhazoo/for-sale-baby-shoes-never-worn/