Lately, it feels there’s been a resurgence of people in Adland talking about the importance of storytelling. We’re going back to basics, literally. I have no issues with this, I think this is great. What irritates me is people talking about it as if it’s groundbreaking stuff. It’s what it’s always been about, isn’t it? This is echoing the sentiment in Rob’s post from a couple of days ago. Ironically, I do think that the importance of storytelling may actually sound like groundbreaking thinking to a lot of brand managers and agency people, which is rather alarming. But it may help explain why so much of the advertising out there is so utterly bland and uninteresting.
Storytelling is the backbone of culture, any culture. It’s a necessity for people to feel a sense of belonging to any group or context, including brand. We simply need stories as human beings to create meaning. And great stories need great ideas. A really bad analogy (- I can’t think of a better one right now -) would be to think about an idea as a book cover; what holds the chapters that tell the story.
Now, I realize I run the risk of sounding like one of those people who annoy me when I say that storytelling is important. But I don’t pretend there is anything new in what I’m saying here. All I’m saying is that a great story is as relevant as ever. I’ve posted on this topic a couple of years ago and you can read it here.
Whilst on the topic of storytelling, I thought I’d share this fairly recent RSA animation of Sir Ken Robinson’s story. It tells a great story. And because of how it’s told: the words, the pace, the timing, the analogies, the visualization, it is both persuasive and engaging. Not to mention how fundamentally important it is for all of us.
The best stories are the ones people want to share, the ones people want to hear over and over again, the ones people want to believe in. These are the stories that live on.
My sharing this clip is hopefully proof that Sir Ken’s story is one that will spread and live on.
northern
October 27, 2010
Welcome back Fred and well said. THe only thing I could add to this is that while ‘transmedia’ thinking can get a little annoying as a so called paradigm shift as well, it’s worth noting that how we engage with stories is at once the same but different.
We’ve always ‘participated’ in stories – that’s why they develop as they get handed down through generations, everyone changes it a little for themselves, that’s the same.
But the both the need and the opportunity to be involved has massively developed. I often think that’s missed, you have to admire George Lucas and his expanded Star Wars universe for example.
Aaaanyway…….
Rob
October 27, 2010
Jesus Christ you’re back. About fucking time …
Good post, but then they always are … especially when you reference me, hahaha.
fredrik sarnblad
October 27, 2010
Bloody hell, that’s quick! I had barely hit the “post” button before your comments appeared.
@NP – Agreed.
@Mr. Cynic – That comment won’t get you into my pants, but I’m glad you like it. Yes, I guess I’m back, so to speak. When are you going to be in town?
northern
October 28, 2010
I feel like a gooseberry
fredrik sarnblad
October 30, 2010
Please don’t NP. When Rob’s in town, there will be a seat at the table waiting for you.
John
November 6, 2010
I see this blog’s gone quiet again.
fredrik sarnblad
November 15, 2010
Indeed it has John.
John
January 18, 2011
Not enough chapters in this story. What are you hiding?
fredrik sarnblad
August 8, 2011
“Hmmm….it’s probably about time I put something new up here.”
Note to self: Write your thoughts down and post them.
Northern
September 6, 2011
Well?……………………………………………………………………………………………………………………………………………………………………………………………………………..
Rob
October 11, 2011
Yes. When?