Nice Post from Gunther Sonnenfeld on The Business of Brand Storymaking | on Sparksheet

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Excerpt:

2011/05/26 | By Gunther Sonnenfeld |

In his latest column on “The Business of Storytelling,” corporate technologist Gunther Sonnenfeld explains how brands like Audi, Kraft and Red Bull are using stories to curate meaningful experiences for people.

Storymaking is a word I’ve made up to describe the discipline of good curation. Brands and marketers have become curators of stories, most often so that they can provide people – their customers – with relevant content, or empower them to curate content and connect to other like-minded people.

If communities are connected through content, then they are also encouraged to build upon those conversations by sharing stories of their own.

Good storymaking consists of four core tenets – the “4 Es”:

Entertainment – how does the story make you feel about yourself, your culture or your environment?

Engagement – how does the story foster participation with itself and with other people?

Enlightenment – what do participants learn (and perhaps teach others) in the process?

Experience – how do participatory moments or events culminate in stories that live alongside or beyond the media channels they are delivered in?..."

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