Six Characteristics of Great Storymaking
Posted in: UncategorizedIt’s easy to call storytelling a clich, but how exactly can one move beyond it when storytelling is entrenched as the epitome of what defines great marketing?
In previous Ad Age columns and during the Ad Age Digital Conference this April, storymaking has kept coming up as a way to describe the shift away from the broadcast-era mentality of storytelling to a new approach where marketers build on stories that people share with each other. Yet storymaking needs to be dissected so that anyone can identify it, learn from it, and engage in it themselves.
At the Ad Age conference, I moderated a panel with some stellar storymakers in their own right: Visa’s chief brand and innovation marketing officer Chris Curtin; Burger King’s CMO Eric Hirschhorn; Fullscreen’s head of content Ashley Kaplan; and Adobe’s CMO Ann Lewnes. Some examples and insights they shared further illustrate the art. Here are six characteristics of great storymaking.
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