In this documentary, the director of award-winning marketing agency The Advance Guard explains how the power of storytelling can be used to market almost any cause: commercial, creative, or charitable.
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- [Chapman] In today's world, every single person is a storyteller. Every photo they post to instagram is telling a story that they're crafting about themselves. Every Facebook status, is sharing a piece of themselves to tell their story. Welcome to Managing the Gray... The devices are getting smaller, they're getting more powerful, they're getting more portable, I tell students all the time, just because you have the technology, doesn't mean you can actually do something worthy with it. Why would go to people go to this website in the first place, why would they go look at it? Brands are embracing content marketing because they realize that everything that they do create, every piece is telling a little bit of their story.
I can still do what I'm doing, I can still create that, I can still help people tell their story, but, you know what, I can also choose whose story I wanna help tell and then the people who really get emotionally attached to it, are the ones who are gonna champion their cause.