why storytelling isn't dead
TRANSCRIPT
Why storytelling isn’t dead.
www.j-b-g.comJane Britt Goldman
In The BeginningIn the beginning,advertising told stories.
We found the
about a brand
and celebrated
it with tales like
troubadours.
We looked to persuade, motivate, inspire and, of course, sell.
Then digital came along
And storytelling got swept away by the pixels.
Old media was claimed to be dead.
But, media is only the delivery of an idea or story.
Ideas and storytelling became
Technology became the magic panacea.
Data became king.
Then, content became king.
Yet, one can’t leave storytelling behind.
You have to start with a STRATEGY.
Then, let lightning strike.
BIG IDEAS stretch across any delivery.
Technology is just a tool.
It connectspeople from all
over aroundthings they love.
Sometimes it’sa brand, but
often it’s a theme.
in relation to these themes.
This leads us back to
We learn through stories.
Everyone has a story to tell.
“The most powerful element in advertising
is the truth.”-Bill Bernbach
Creativity wraps a truth into an interesting story.
The best ideas and stories work because they are built on truths.
And they can (and should) live anywhere and everywhere.
And they can live anywhere and everywhere.
Jane Goldmanhttp://www.j-b-g.com