Source: Fortune.com
Summary
Companies are now seeking to create a new role, “The Storyteller”, to craft a unifying corporate narrative that converts brand promise into a hero’s journey. This role requires the ability to create a mythology that resonates with consumers and sets the brand apart. However, this new role faces a harsh reality, as the fight for share of mind has become an arms race, ignoring the lessons learned in the Golden Age of advertising. The article critiques the current state of branding, highlighting the use of hyperbolic language and unrealistic expectations.
Our Reading
The numbers tell one story. The rise of “The Storyteller” as a corporate role is a response to the desperate need for brands to connect with consumers in a world where trust in institutions has been eroded. But the article suggests that this new role is a futile attempt to create meaning in a world where advertising has become increasingly irrelevant. The Storyteller must navigate a complex web of competing narratives, all vying for attention in a crowded marketplace.
The article’s critique of current branding strategies, such as the use of hyperbolic language and unrealistic expectations, highlights the challenges that The Storyteller will face. The article’s tone is skeptical, suggesting that this new role is a Band-Aid solution to a deeper problem.
One original observation is that The Storyteller’s role is akin to trying to create a mythology in a world where the very notion of truth is under attack.
Author: Evan Null
