Storytelling is packaging, a vehicle designed around an idea in order to increase its effectiveness in communication.
- “Without a story, no advertising, no matter how brilliant, is going to work.”
Is Al Ries still right, or does this mindset belong inside the limitations of the message based advertising landscape?
It raises two questions:
- 1. Is advertising to focused on stories? On the brand representing an idea cocooned in a narrative?
2. In a wide interpretation of the word “story” a lot of things could fit in, but does the limitations of the terminology limit us from exploring opportunities outside the mechanics and dynamics of “the story”? Which is vital in the every day life mindset.
In the case where there is no need for advertising to interrupt, engage or entertain. Is there a need for story? Does a utility serve the purpose of the story or the idea?
The message based media model is changing from THE way to advertise to A way to advertise, alternative opportunities are surfacing. Where the story produces some great qualities, these are there to convey a meaning inside a given format, as this format changes the qualities change as well.
As transmedia on the one hand is doing a great job in exploring stories in a new converged participatory culture, is there also emerging a new form of “story-less” advertising?