{"id":70672,"date":"2011-10-12T11:07:59","date_gmt":"2011-10-12T10:07:59","guid":{"rendered":"https:\/\/www.strattoncraig.com\/insight\/the-storyteller-may-2010\/"},"modified":"2011-10-12T11:07:59","modified_gmt":"2011-10-12T10:07:59","slug":"the-storyteller-may-2010","status":"publish","type":"post","link":"https:\/\/www.strattoncraig.com\/us\/insight\/the-storyteller-may-2010\/","title":{"rendered":"The Storyteller &#8211; May 2010"},"content":{"rendered":"<p>We\u2019ve been struck recently by the sheer number of companies who are now using stories or, to use the jargon, \u2018brand narratives\u2019 as part of their communications. The academic theory of \u2018plot\u2019, \u2018character\u2019, \u2018point of view\u2019 and \u2018meaning-making\u2019 has spilled over into the real world and everyone\u2019s at it, from Bupa to Sainsburys. One company that has always used the art of storytelling effectively is Renault (remember characters Papa and Nicole?) and some of their latest adverts are just as creative. You may also have seen the recent John Lewis television ads \u2013 a beautiful narrative that resounds perfectly with a hugely widespread audience.<br \/>\nOf course, all marketing, indeed all human interaction, has a narrative quality, but we\u2019re now seeing a return to storytelling in its simplest form. And it\u2019s being used everywhere. We recently read about a form of business leadership training that is hosted by actors who specialise in what\u2019s known as \u2018long form improvisation\u2019 (or making it up as you go along). The basic gist of it is to get office staff crafting stories off-the-cuff as a way of developing creativity when it comes to decision making.<br \/>\nBranding specialist, William Ryan, has said we need to \u2018forget traditional positioning and brand-centric approaches to marketing. We&#8217;re now in the &#8216;Age of the Narrative&#8217; where the biggest challenge facing companies is how to communicate their story in the most compelling, consistent and credible way possible &#8211; both internally and externally.\u2019 We couldn\u2019t agree more.<br \/>\n<strong>We can help you to communicate your story in all of these ways and more. By teasing out the interesting but so often forgotten details of your business we\u2019ll help you to portray your business\u2019 character in a way that will help you achieve your objectives.\u00a0<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>We\u2019ve been struck recently by the sheer number of companies who are now using stories or, to use the jargon, \u2018brand narratives\u2019 as part of their communications. The academic theory of \u2018plot\u2019, \u2018character\u2019, \u2018point of view\u2019 and \u2018meaning-making\u2019 has spilled over into the real world and everyone\u2019s at it, from Bupa to Sainsburys. One company [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[453],"tags":[],"class_list":["post-70672","post","type-post","status-publish","format-standard","hentry","category-archived-content-us"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The Storyteller - May 2010 - Stratton Craig - Global Copywriting &amp; Content Marketing Agency<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.strattoncraig.com\/us\/insight\/the-storyteller-may-2010\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Storyteller - May 2010 - Stratton Craig - Global Copywriting &amp; Content Marketing Agency\" \/>\n<meta property=\"og:description\" content=\"We\u2019ve been struck recently by the sheer number of companies who are now using stories or, to use the jargon, \u2018brand narratives\u2019 as part of their communications. 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