In today's world, it is becoming increasingly difficult for companies to differentiate themselves and their products. In order to go beyond the mere communication of core messages, more and more companies are relying on the use of stories.
This allows products and brands to be showcased in a targeted manner, because they attract the attention of the target group by involving customers emotionally in the event and addressing them personally.
The idea behind storytelling
Storytelling has the power to bring the brand's inherent values to the visible surface, to give the brand relevance, and to strengthen the emotional relationship between people and the brand. It conveys a brand's mission, its purpose.
The construction kit for good storytelling
Since good stories can be created using a construction kit, the most important steps needed for a successful story are explained below.
Define storytelling goals
The basic goal of storytelling is to convey messages and thereby inspire and win customers. The goal of a particular story must be defined in concrete terms. defined. This means that the contribution of the storytelling must be clearly communicated. storytelling makes.
Core message and experience promise
With storytelling, companies want to convey to their target group what the brand stands for and create an emotional connection. Behind this, it requires a core message that is formulated to suit the target group. In general, the story must be authentic, individual and consistent.
Storyline development
The impact of a story stands or falls with the dramaturgy of the pyramid model. effect of a story. The more of the acts that occur in a story, the more successful it seems to be. The storyline is the structure of the story that puts different events in an order.
Set the plot
Plot refers to the action of a story. At the climax of the story, the plot takes a turn. Various plots have emerged that have become established and are and stored as templates in the human brain.
Determine hero, protagonist and antagonist
Every story needs a hero. It is important that the hero fits the brand or the product. According to their importance, characters can be divided into heroes, protagonists and antagonists.
Involve users
Successful storytelling is only possible if the user can interact with the story. The user can further develop the story according to his or her wishes, or the user can exchange ideas with others in social networks.
Dissemination and networking of the story
Good stories spread by themselves, because their content is liked via social media, shared and go viral. To ensure smooth access to the story, Networking, one of the core characteristics of digital storytelling, must be in place.
Chipotle
A dream and a transmedia storytelling strategy to change the fast food industry!
Chipotle Mexican Grill has produced a new stop-motion animated short film called “Back to the Start” that depicts a farmer’s journey to sustainable farming. The film was directed by London-based Johnny Kelly and features a cover of the Coldplay song “The Scientist,” sung by music icon and family farm advocate Willie Nelson. The song is available for purchase on iTunes, with proceeds ($.60 per download) benefitting the Chipotle Cultivate Foundation, which provides funding to support sustainable agriculture, family farming, and culinary education.
The short film is a 2-minute, animated feature describing a pig and cow farmer’s life, and how in the end, natural farming is better for everyone.
The film starts out with a happy farm scene, where a farmer and his family are standing with their free-range pigs and cows that, we have to say, are really cute. The farmer is soon drawn to the profits of factory farming, and his world is transformed into a dreary, gray cityscape. The now hormone-engorged pigs are “slaughtered” by being squished into little cubes, and the film details the waste factories produce by polluting water sources. Cut back to the farmer, alone in the winter, where he has an epiphany that not only will natural farming give him his animals back, but help protect the earth and his livelihood. He slowly turns his world over, tearing down the buildings and fences and letting his happy, non-hormone-ridden animals roam free again.
We produced this film to help illustrate the choices people face in deciding what to eat, and hope that it will encourage people to choose food that is raised with respect for the land, the animals, and the farmers that produce it.
Chipotle's animated short film "Back to the Start" aired as a full-length commercial during the 2012 GRAMMY Awards. This was the first time Chipotle had run a national television spot since the burrito chain's inception in 1993. The two-minute film became a YouTube hit when it was released in late 2011 and was seen in theaters nationwide before feature films.
Determine hero, protagonist and antagonist
Every story needs a hero, because people have a special significance in stories and should be the focus. It is important that the hero fits the brand or the product. According to their importance, characters can be can be divided into heroes, protagonists and antagonists. Protagonists are people who support the hero, while antagonists represent a hindrance or a competitor.
The Plot
Plot refers to the action of a story. At the climax of the story the plot takes a turn. Christopher Booker, in his book The Seven. Basic Plots: Why We Tell Stories," crystallized several plots that have become established and stored as pattern templates in the human brain.
Overcoming the monster: the defeating of a powerful adversary.
Rags to riches: the rags to riches variant
The Quest: the search for something great
Voyage and return: the hero has to travel a long way in order to finally return more experienced
Comedy: the transformation from evil to good is told in an entertaining way
Tragedy: a drama, sometimes without a good ending
Rebirth: the hero works his way back up again
The pyramid model
All successful stories are built on a similar principle. Gustav Freytag described a general formula for writing successful stories in his book "The Technique of Drama." This pyramid model divides the story into five acts: In the exposition, the audience is introduced to the temporal and spatial relationships and the main characters are introduced. In addition, the first act announces the conflict. In the second act, the action is intensified and plot threads are intertwined. The suspense for the further course of the story increases rapidly. The story and the conflict reach their climax in the third act, where the hero's situation either turns for the better or his situation worsens. This is a matter of victory or defeat. Then, in the fourth act, the plot falls, but the tension is maintained by delaying the hero's development. Victory is questioned or, in the case of tragedy, it seems that the hero is saved after all. In the end, the conflict resolves and ends, whether through a catastrophe or the final victory.
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