Brand New Story

Posted: April 12, 2010 in brand, story, technology
Tags: , , , , ,

Ladies and gentlemen! Mesdames et messieurs! Signore e signori!

It is my honor to welcome you to a freshly minted brand storytelling insight forum destined to expand the way you view storytelling in company branding – both internally and externally.

Why storytelling?

Well, of the many insights I’ve gained in recent years working as a filmmaker and creative business communicator, one that continually comes to top of mind is this:

In the age of information overload people keep giving and getting more information when what we really want is insight and what we crave is meaning.

Now story, as I define it, is the most meaningful way to communicate information.

Story is how we connect the dots of the facts we are presenting. Without story, they remain merely dots. But once we connect these dots with the lines of emotional context – of protagonist, challenge and success – what we end up with is a  far more meaningful experience indeed.

And so the guiding principles of story and storytelling has guided much of my work as both a filmmaker and creative branding strategist and communicator over the years and I feel it’s high time to both articulate that and celebrate it!

As I prepare to leave my current position at a small creative agency and venture out into many new brand storytelling ventures, I hope to share some of the insights I’ve discovered and will continue to discover along the way.


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