What distinguishes the reading of the business figures at the annual general meeting from the famous Stanford speech by the late Apple founder Steve Jobs? Why are Dove’s “Real Beauty” campaigns used as a showcase example of storytelling, but not L’Oreal’s “Because I’m worth it” campaign? Why is it that we can skip an episode of the daily news broadcast once in a while, but can’t stop once we’ve started a season of our favorite drama series on Netflix?
When we ask these questions at the beginning of a presentation, we usually look into expectant, sometimes smiling faces. Everyone is looking for stories for their companies and wants to know how best to tell and spread these finds. But first, we take our audience into the world of Star Wars, Harry Potter and co. and use movie heroes and classic storytelling formats to show what actually makes a good story.
The company’s own hero’s journey and its mentoring role are important building blocks on the path to brand storytelling, as is the right dramaturgy of content. Good stories focus our attention, arouse our interest and motivate us to take certain actions.