From story to storytelling: new forms of creativity

Author/s Ariela Mortara, Vittoria Sinisi
Publishing Year 2014 Issue 2014/47 Language Italian
Pages 14 P. 63-76 File size 65 KB
DOI 10.3280/SC2014-047006
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The paper analyzes the use of storytelling as a strategic tool for brand communication within the new proactive and collaborative Web 2.0. The study focuses on the diegetic classification of some brand storytelling case histories and attempts to evaluate the different strategic objectives of companies, aiming at building and managing the brand. The results show three categories of brand storytelling: a) storytelling brand mith maker, aimed at building the epic of the brand; b) storytelling brand value builder, aimed at consolidating brand values, c) storytelling brand value activator, aimed at involving users in the narrative process, fostering a higher level of engagement.

Keywords: Storytelling, branding, brand strategy, web 2.0, engagement, creatività.

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Ariela Mortara, Vittoria Sinisi, Nuove forme di creatività: da storia a storytelling in "SOCIOLOGIA DELLA COMUNICAZIONE " 47/2014, pp 63-76, DOI: 10.3280/SC2014-047006