Storytelling

Course: Creative Corporate  and Marketing Communication

 

Storytelling & Corporate Communication

Theme

We watched a Video on Youtube about an Advertisement of Google, how they reach their target audience by Storytelling. The Advertisement sets in India and shows a granddaughter who wants to surprise her grandfather for its birthday. For this special event she researched for his old friend via Google and finally found him. In the end both friends hug each other and finally after many years they are reunited.

After watching the video we discussed it in class and pointed out some first key points. Google reaches its target group by using emotions, while the brand “Google” is not directly in the focus. The emotions get linked to brand as Google is used as an everyday-object.

Problem

 How can we use storytelling for Corporate Communication?

(1)    Get a link between the product and emotions of the target group

(2)    Use Communication especially with the Power of Emotions/ Gossip / Images / Music 

(3)    Consider the Elements of Narrative ( Recognize; Reversal)

(4)    Create Myths / Archetypes / different Characters ( Victim, Scapegoat, Hero)

(5)    Organizational Change: Happy Ending

(6)    Target group should identify with the protagonist

(7)    Consider the Storyboard: Plot, Character, Topic, Theme, Setting (…)

Learning Objectives

•  How to identify our target audience/ Stakeholders?
•  How to make an effective story? Think of examples to get an inspiration.
•   How to communicate the corporate value to the storytelling?

Key words:

·       Corporate Communication

·       Representer of Emotions

·       Storyteller

·       Target audience

·       Stakeholders

·       Company Image

·       Message

·       Timeframe

·       Characters

·       Culture

How can we get an overview of Storytelling?

  

Basic Questions to analyse:

1 Where does the story take place?Answer for Google Example: The Story takes place in India in different locations.


2 Who is a character in the story?
Answer for Google Example: Main Characters in the Story are the Granddaughter, her Grandfather, Friend of Grandfather


3 How is the story told?
Answer for the Google Example: The Story is told in different timeframes and different settings. Emotions are used to transfer the main message and especially to create a happy ending.

 
4 What is the message of the story?
Answer for the Google Example: The main message of the story is that Google can be used to bring people together and also for simple things like checking the weather.


5 When does the story play? Answer for the Google Example: The Story takes place in a modern world in the 21. Century.

5 Secrets of successfull Storytelling

1. Honesty and Transparency
2. Create Personalities/ Characters
3. Follow a structure
4. Create an interaction between Stakeholder and brand
5. Link your message with emotions 

Sources 

 http://www.forbes.com/sites/work-in-progress/2013/02/05/5-secrets-to-using-storytelling-for-brand-marketing-success/#2348b2693dd9
 
https://de.search.yahoo.com/search?p=storytelling+techniques&ei=UTF-8&fr=moz35