Fascination instead of pure information
During the Swissprinters’ fourth time-out, experts discussed the dramatic structure of stories.
When asked "Do you have good contacts in the media?", he always asks back: "Do you have a good story?". This is what a PR consultant said during the networking breaks at the 4th Swissprinters Time-Out. After last year's topic of "Ideas", this time it was all about "Stories". Do stories still have a future as a dramaturgical form in marketing, communication and journalism? For the more than 200 visitors in Zurich's Technoparkt, the answer was a clear "yes".
"Stories give us distance from ourselves - and therefore always the opportunity to relax," said Alfred Wälti from the inviting association in his welcome address. "A company's vision and mission cannot be communicated via a mission statement. It needs a story," said Norbert Bolz at the beginning of his presentation "Storytelling - How to communicate spiritual added value." If you want to say who you are, you have to tell a story. This is also the case with every CV in an application. In this case, however, the story "can always be adapted depending on the job description".
Another realization: we suffer from information overload. That's why we need a good story to reach our audience. People who are constantly bombarded with new information feel like they are being pushed into chaos. An overkill of information leaves us at a loss. In contrast, we can identify with a comprehensible story - and gratefully accept the solution. One reason: nothing interests people more than other people.
A story that can be told again and again becomes a myth. This is where time-out was found to be a useful recipe for advertising. Unlike information, which loses value with every repetition, our target audience craves a myth that they "want to hear again and again". The TV series "Tatort" works according to this pattern. But successful brands are also those that tell the same story over and over again in their advertising. You can't fascinate people with information. But you can with stories. To prove these theories, Pius Walker was then able to show a few of his commercials that fascinate exclusively with engaging stories. The Mammut brand has also built its best advertising on stories, from Mary Woodbridge from the SFLB agency to today's events, which are processed into "narrative images" by Erdmannpeisker.
Peter Rothenbühler talked about how he used to put his children to sleep with stories. Of course, he wants to achieve a completely different effect with his stories in the media today. Just like the storyteller from traditional Africa, who entertained us brilliantly at the end, even though we understood almost nothing.
Andreas Panzeri
"Stories give us distance from ourselves - and therefore always the opportunity to relax," said Alfred Wälti from the inviting association in his welcome address. "A company's vision and mission cannot be communicated via a mission statement. It needs a story," said Norbert Bolz at the beginning of his presentation "Storytelling - How to communicate spiritual added value." If you want to say who you are, you have to tell a story. This is also the case with every CV in an application. In this case, however, the story "can always be adapted depending on the job description".
Another realization: we suffer from information overload. That's why we need a good story to reach our audience. People who are constantly bombarded with new information feel like they are being pushed into chaos. An overkill of information leaves us at a loss. In contrast, we can identify with a comprehensible story - and gratefully accept the solution. One reason: nothing interests people more than other people.
A story that can be told again and again becomes a myth. This is where time-out was found to be a useful recipe for advertising. Unlike information, which loses value with every repetition, our target audience craves a myth that they "want to hear again and again". The TV series "Tatort" works according to this pattern. But successful brands are also those that tell the same story over and over again in their advertising. You can't fascinate people with information. But you can with stories. To prove these theories, Pius Walker was then able to show a few of his commercials that fascinate exclusively with engaging stories. The Mammut brand has also built its best advertising on stories, from Mary Woodbridge from the SFLB agency to today's events, which are processed into "narrative images" by Erdmannpeisker.
Peter Rothenbühler talked about how he used to put his children to sleep with stories. Of course, he wants to achieve a completely different effect with his stories in the media today. Just like the storyteller from traditional Africa, who entertained us brilliantly at the end, even though we understood almost nothing.
Andreas Panzeri
