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Is Storytelling A Lost Art in Marketing?

10/11/2013

dar-dar-21It seems that much of today’s marketing, especially on TV, is comprised of sound bites and visual tricks rather than telling a story.

This is ironic because in the online world the marketing mantra focuses on ‘content is king’ and storytelling.

Storytelling works just as well on TV but brands have virtually walked away from the concept.

There are a few exceptions, of course. 

Panera Bread Company’s spot “Live Consciously. Eat Deliciously.” tells a simple story of quality and stewardship – in 60 seconds!

Storytelling can be expensive, as in the case of Chipoltle’s ‘The Scarecrow’ – a big-budget animation commercial that went viral last month.

One reason for ‘The Scarecrow’s’ success is that it tells a bigger story. It’s not about the product as much as it’s about what the product does for others….that’d be you, the consumer.

Storytelling doesn’t take a big budget. But it does require that brands fully articulate what their products/services do for others.

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