![]() However, there are some basic guidelines that can be used. Storytelling encompasses so many different factors that need to be fine-tuned to a specific audience and a given situation, that it is virtually impossible to lay down a hard set of rules. And it would be naïve to assume that a narrow interpretation of what makes a story good will help us to become better storytellers. Unfortunately, there is no fixed formula. What constitutes a story in the first place? And what is it that makes a story good? ![]() But it is this same instinctive understanding of storytelling that causes confusion when we speak of storytelling and branding.īecause it is often assumed that we have a shared understanding of what makes a good story, the fundamental premises for storytelling are often left unexplained, and this can cause confusion as to what the concept of storytelling actually entails. So it is easy to spot a good story when we hear one. Now even as adults, we continue to hear a multitude of stories every day over the breakfast table with our families, from our colleagues at lunch, from friends over a coffee, or through the media and the many commercial messages that deluge us on TV, radio and Internet at any given time. Ever since we were children we have been told stories. Like the four elements of nature – earth, wind, fire and water – there are four elements that make up the core basis of storytelling. Last week we delved into how to tell a brand story.
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