GoPro uses the footage shot by amateurs to tell a story. Their small size makes the very easy to use and it yields spectacular images. GoPro sells small sports cameras that can be used to record all sorts of sports activities. GoPro is an example of a company that excels in this. Creating a story around a brand or product doesn’t just add a human factor, it also brings the organisation to a higher level. Eventually, this will lead to action preferably the purchase of a product or service. When brands become authentic and tell an exclusive and personal story, this will bring the consumer closer to the brand.īrands inspire and motivate because they appeal to emotions. Stories are purely human and the same is true for brands and companies. This is strengthened by the world that is shared by a multitude of people.ĭespite language, political preferences, ethnicity or religion, stories connect people by expressing what we feel and the response to these emotions. Sharing and participating in a story can instill a sense of community in even the most diverse group of people. Everyone recognises the story about the hero or the underdog. Stories are told in every language and are often understood in all parts of the world. No technical jargon, simply relatable information about the use of the device or service. Through stories, they show users exactly how Apple’s products can benefit their lives. Computers and new technologies are complex to explain and describe to consumers. A story helps to better understand a concept, such as in class with a mathematical problem for instance.Ī good example of a company that effectively applies this technique is Apple. Everyone has at some point experienced confusion upon trying to understand a new idea or concept. Good stories strengthen abstract concepts that are difficult to understand and simplify complex messages. There are several effects of storytelling and these are representative of its goal. What is the general goal of storytelling? Later forms of visual stories can be found in Egyptian hieroglyphics of about 3,000 years B.C.E. The Chauvet cave in France is the oldest representation of stories found thus far, dating back to approximately 36,000 years ago. It also lead to attempts to explain the unexplainable through a fairytale or tall tale. Initially, these stories functioned to mark danger, set an example, or relate an event. Jack Zipes explains that people have been telling stories ever since they gained the ability to speak, and possibly even before, through sign language. So, essentially, storytelling is the oldest form of knowledge transfer. People are social creatures with language as their ultimate means of communication. Many people remember that wonderful primary school teacher who told stories about what he’d experienced and learnt, and forget that boring teacher who never told stories. Stories celebrate culture and are proof of the life that was led before today, and before everything could be recorded. From childhood to adulthood, people are attracted to stories and lessons they teach, the travels made, and the knowledge gained, combined with the possibility of unleashing our imagination. Stories are often fascinating, and with good reason. With stories, designers use themes, staging, plots, and other techniques to increase the attractiveness of their offer.ĭo you want unlimited ad-free access and templates? Find out more What are stories? In Marketing and design, storytelling is also used as a technique to gain insight into users, build empathy with users, and gain emotional access. The term storytelling may refer to the verbal telling of stories, and in a broader sense to the techniques used in media to tell the story of a company or product. Crucial story elements are plots, characters, and surprising angles. Storytelling describes the social activity of sharing stories. Enjoy reading! What is Storytelling? The definition of Storytelling After reading, you’ll understand the basics of this powerful communication tool. Next to what it is (definition), this article also highlights the origin, the general goal, an effective storytelling method, types and a step-by-step plan with practical elements to start with this great method. Storytelling Method: this article provides a practical explanation of storytelling method.
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