“Humans are pattern-seeking story-telling animals, and we are quite adept at telling stories about patterns, whether they exist or not.” So says Michael Shermer. Storytelling in marketing is constantly debated. Yet, the fact remains a banner ad, a 30-second television ad, a poster all tell stories. If they don’t the consumer makes up their own.
Here is a roundup of current thinking on the art and science of storytelling…
How Barbie is evolving its storytelling for the digital age
The Drum covers interviews Mattel’s chief content officer Catherine Balsam-Schwaber, to find out how the toymaker is evolving its approach to storytelling. We are living in a Barbie world.
How Equinox, Coca-Cola, American Express and Marcus use data for storytelling
This is topic worthy of further examination. Stories are only going to get more dynamic. Static tales may become a thing of the past. Brands need to recognize that.