The importance of data in brand storytelling
Storytelling in marketing is usually assumed to be driven by empathy and emotion rather than data and analysis.
What is ‘storyliving’ and why do you need it?
Storytelling remains a key way for brands to engage an audience.
By creating a compelling narrative and conveying it across multiple channels, brands are able to bring to life a sense of purpose, and draw in consumers on a deeper level.
Storytelling might boost your product page conversion rates: stats
Storytelling is a popular marketing buzzword, and there are numerous examples demonstrating how brands that engage in storytelling derive value from the exercise.
Much of the discussion around the topic focuses on how brands tell stories at a strategic level, but according to a study conducted by Hill Holiday research division Origin, companies can profit from applying storytelling at a much more practical level too.
What brands can learn from Nintendo’s digital transformation and Pokemon GO
Did you know that the media franchise we all call Pokemon is 21-years-old?
Well the nineties favourite has just reinvigorated itself with the launch of Pokemon GO.
GSK migraine simulator demonstrates AR/VR potential for healthcare marketing
Healthcare marketing might not be one of the most obvious applications of augmented reality (AR) and virtual reality (VR) technology.
However a new GlaxoSmithKline (GSK) campaign shows the very real potential.
Pharma marketers should use storytelling to improve the industry’s reputation
Times are tough for pharma marketers.
Their websites are offering up a poor UX, and the American Medical Association has called for a ban on direct-to-consumer ads that pitch prescription drugs and medical devices.
Could Shield 5 signal a new wave of social cinema?
If you’re not already aware of the Shield 5 series on Instagram, go and watch it now.
To me it is a perfect example of just how ridiculously far we’ve come with social media since MySpace first became the next big thing all those years ago.
Not only that, but if people react positively to it I think we could see much more of this type of content on Instagram, and no doubt brands will want to get involved with their own series.
How the National Trust replatformed: 500 editors & a 10-year strategy
In November we covered the new National Trust website, a funky, responsive number with bold typography and brilliant imagery.
The Trust obviously has great brand equity because the post was very popular, even attracting some irked Trust members who felt the new site needed work.
So, we thought the digital journey of the National Trust warranted more investigation, and we caught up with Tom Barker, head of digital.
Here’s what he had to say.
How to tell your brand story in the post-advertising era
I spent a couple of days in Cologne last week at Dmexco 2015, and one of the most interesting talks I attended was about storytelling.
With content marketing’s increasing importance over the last few years, brand storytelling has become a key part of many companies’ marketing strategies.
Six simple ways to fit storytelling into your content
Worried that your marketing content doesn’t follow the Quest structure?
Not sure who your mythic hero is or where you put your narrative crucible? Start simple with these handy storytelling tips…
What the hell is a chief storyteller anyway?
During my recent job search (which happily ended in me joining the Econsultancy blog team), I was amazed to see (way above my pay grade) a number of adverts calling for a ‘Chief Storyteller’ or words to that effect.
Clearly I’m way behind on this. A quick Google search tells me software giant SAP hired its own chief storyteller back in 2013, and Nike employed a ‘Chief Storytelling Officer’ as far back as the 90s.