The communication of changes regarding values, beliefs and identities requires a language using symbols, metaphors and myths. Only communication making widespread use of storytelling can carry all these elements.

1. THE BRAND AS BROADCASTER

2. Always on, found everywhere, user friendly and forever communicating with one
another: these are the new technological tools available to everyone.
Different devices such as televisions, computers and mobiles merge and share
similar functions. The very moment we go beyond the computer and enter the
wireless world of widespread technology, a new vision emerges.
People now move simultaneously through different media. They expect to see what
they want, when and where they want it. At last they can participate in
communication. This means that media has now become a conversation between
two parties: it is a place where we meet and exchange information and opinions.
THE DIGITAL ERA

3. The digital revolution is a revolution because technology has become an
environment we can inhabit, an extension of the human mind, another world
intertwined with the real world and that creates true cognitive, emotional and social
restructuring of the experience, capable of redefining the construction of identity
and relationships.
People should no longer be considered as a single, easy to categorize entity, but
rather as a multitude of people thinking, feeling emotions, reacting and interacting.
As a consequence, the approaches we use for measuring attention can no longer be
exclusively demographical in nature, but must also be psychographic.
The increase in choice of contents in different media and the increase in choice
within each one of these (more TV channels, more radio stations, more web
platforms), all imply greater difficulty in reaching one’s audience.

4. These conditions imply two considerations:
• there is now the chance to better grasp the cultural and economic aspect of
all the types of media connected to digital technology.
• in the multitude of contents available, it is important to produce contents
which can trigger a contact between an idea, a product, a behaviour, a
service and people.

5. The communication of changes regarding values, beliefs and identities requires a
language using symbols, metaphors and myths. Only communication making
widespread use of story telling can carry all these elements.
Telling stories and listening to them is a fundamental human trait, common to all
cultures. Our natural attraction to stories tells us something about the deep roots of
our emotions and our ability to empathise.
STORYTELLING

6. In corporate storytelling too we must never loose sight of the goal to be reached,
the story that seems to be independent from the communicative goal can add a
series of details bringing the story to life and making it vibrant, turning the
experience into immersion.
In this fine line between achieving the goal and the love of storytelling lies the
power of storytelling as a highly efficient tool to describe companies and products.
Good stories can bring people right to the heart of a subject, even those who
never thought of being able to participate.
People don’t want to be talked at, what they want is a stimulus from which to
figure out the answer they are looking for.
Everybody wants to hear a good story. Something that can rise above the
indistinct flow of information they have to deal with every day. Something to
amuse them, to make them think, to let them fully appreciate the point of view of
those telling the story.

7. BRANDED ENTERTAINMENT
Branded entertainment is an opportunity for a company to tell stories which
integrate their identity and personality, and which promote an emotional bond
between the brand and individuals.
Branded Entertainment, Jean-Marc Lehu
Organically integrating a brand into content which grabs the attention is the most
successful way for a company to create an emotional connection with its public. The
integration of a brand (and its values) constitutes a powerful base from which to
involve and entertain.

8. The challenge of the digital era is to be able to tell stories about ourselves, producing different
contents according to the different platforms they will be broadcast from, adapting them according to
the different experience offered by each platform.
The brand therefore becomes its own broadcaster, as it is the producer and distributor of the contents
that belong to him and his target market. The feeling of belonging emerges from sharing in a system
of values representing an identity we can identify with.
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