According to MajaStevanovich

News and views on what matters to me: mindfulness, leadership, public relations, marketing, social media, pop culture and every now and then I will surprise you with something else.

Storytelling and the future of marketing

The first thing that comes to mind when I think marketing or PR is storytelling. It is no coincidence that world’s greatest marketers are storytellers first. An article from Fast Company that is a must read not just for it’s marketing points but overall fascination factor has a quote that says it perfectly: 
When it comes to marketing, a company like Coca-Cola gets this. They know that, deep down, they are much more a story factory than a beverage factory. Coke excels because they’ve been clobbering the opposition in the story wars for more than a century. People want to see themselves in the stories Coke tells. Coke understands that their customer is a member of the species Homo fictus, and that they will succeed or fail based largely on the power of their storytelling.
In the digital age, where we look for the next new shiny technology and platform that will be the next big thing, the aspect of storytelling can’t be left out or forgotten. While brands must adapt for a new generation of audiences and buyers, certain truths and principles just don’t change and we can all use a reminder on the basics.  
Interestingly, Ad Age published an article Storytelling for the Selfie Generation: that tells us as long as the story is “choose your own adventure” it will be a success. 
Bottom line, nothing we have not heard before. Humans understand the world through stories and brands cannot ignore this. Even though the future human will not know where to turn due to saturation of information, a good story will always stand out. I will leave you with the quote I found most compelling from the Fast Company article: 

While the brain watches a story, you’ll find something interesting–the brain doesn’t look like a spectator, it looks more like a participant in the action.


3 comments on “Storytelling and the future of marketing

  1. blogbyflogs
    October 21, 2013

    Great observations Maja! And hopefully the need to hear the story, and picture ourselves in it, will keep us from becoming a totally digital people.

  2. Steph Z
    June 2, 2015

    Agree! Who’s quote is that, by the way?

    • majastevanovich
      June 2, 2015

      Thanks! Which quote?

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This entry was posted on October 21, 2013 by in Marketing Communications, Social Media and tagged , , , , , .
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