To start off the new business year, I’m going to repeat what I tell my clients over and over. YOUR story matters in the marketing of your business and your creative work. This demonstration from Landor Unleash aptly shows why stories are such an important part of marketing.
AND to follow up a recent post on my dislike for jargon and take this mantra into 2013, I’m going to use some doublespeak I just discovered that nonetheless describes something I am passionate about–transmedia storytelling. Coined by media experts in the early 1990’s and currently being advanced in popular media by Dr. Pamela Rutledge of the Media Psychology Institute, all transmedia storytelling means is using the whole of technology to tell whatever story you have to tell, whether it’s for business or cultural or personal or entertainment purposes. By engaging the audience with multiple platforms, be it written, spoken, visual, gaming, cinematic or social media applications, not only are the characters more compelling, but the consumer becomes an interactive player in the story. Says Rutledge:
“Stories are the brain’s way of organizing information – in other words, how we rise above the noise. Stories package information for rapid comprehension by engaging the brain at all levels: intuitive, emotional, rational, and somatic.”
So even though I hate mumbo jumbo, I am convinced that the marriage of the ancient art of storytelling with modern methods of information delivery is critical to our ability to bridge the old with the new and make our messages heard. Because our brains are wired to understand stories, I believe “transmedia storytelling” is how we will begin to sort through the proliferation of technology and quiet the static of our modern lives.