Marketing as storytelling
Jason Falls writes brilliantly on marketing for social media, and his latest blog post, The marketing of unmarketing – a history and primer, summarises all the issues facing marketers today.
I’m hooked by this quote: ‘The brand with the best storytellers win.’ (Fredrick Marckini, CEO of iProspect).
Jason goes on to define the relationship between marketers and customers as one where ‘you are giving your customers the best stories to tell’.
This reminds me of a conversation I had with Giles Colborne, managing director of user-centred design consultancy CX Partners, about the importance of storytelling in communications and management. During that conversation Giles recommended two books to me, and I pass on that recommendation, as they are excellent examples of how to use storytelling in the world of marketing and communications.
Made to Stick by Chip and Dan Heath
The Secret Language of Leadership by Stephen Denning