In business, storytelling is all the rage. Without a compelling story, we are told, our product, idea, or personal brand, is dead on arrival. In his book, Tell to Win, Peter Guber joins writers like Annette Simmons and Stephen Denning in evangelizing for the power of story in human affairs generally, and business in particular. Guber argues that humans simply aren’t moved to action by “data dumps,” dense PowerPoint slides, or spreadsheets packed with figures.
"People are moved by emotion."___________________________________________________________
Peter Guber taught a class I took while attending UCLA. Once a week, from 7-10pm, Peter captivated over 400 student with tales of what it took to make a movie. He taught about the importance of telling a story, of being tenacious and the challenges of bringing a great idea to the silver screen.
I believe stories are the foundation of successful branded content. If we align with where people are in the consumer journey and their path to purchase, branded content can play a core role in building a story around that brand that connects with people, makes them feel something special and guides them into a world of advocacy.
One of our partners at SAY Media is Gear Patrol and they do a wonderful job of telling stories. Here's my latest favorite that we created in partnership with Amstel Light supporting their Savor Complexity campaign.