Dave Nadelberg, founder of Mortified, taught a “story extractor” method for turning anecdotes into stories. He recommended starting with one aspect of the event and then filling in the rest of the framework. Mortified focuses on adults telling stories from their childhood, so the framework looks like this:
- “As a kid, I wanted nothing more than…” [THE GOAL]
- “Which mattered because…” [THE MOTIVATION]
- “Unfortunately…” [THE PROBLEM]
- “So I tried to overcome that by…” [THE FIX]
- “Which lead to…” [THE OUTCOME]
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Beth Comstock, Vice Chair of GE, talked about growing a corporate brand and I took away three big lessons from her roundtable discussion.
- Every story should have multiple audiences and multiple objectives.
- There are three “tiers” of brand/corporate storytelling.
- A holistic brand story has three critical elements: Attention, Relevance, and Call to Action.
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Frank Rose and Paul Woolmington, senior fellows at Columbia University, talked about “The Story World” that the most engaging brands and media properties build around their entire proposition. This Story World offers four levels of engagement to participants/audiences/customers:
- One-way
- Two-way/interactive
- Participatory
- Experiential
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I hope you’ve enjoy this little glimpse into the Future of StoryTelling and just maybe, find something that inspires you too.
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