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Telling stories in seconds: A success framework for brands
Journal of Brand Strategy,
8
(4),
347-358
(2020)
Abstract
The current media landscape has seen significant growth in and focus on the use of video as a social media tool, specifically by telling stories in 10 seconds or less. But can you tell a full story in under 10 seconds? Or do you use multiple 10-second snippets to weave a broader narrative? How do you keep your followers/viewers engaged and coming back to your story? This paper introduces a framework that brands can use to tell stories across multiple touchpoints.
Keywords: brand storytelling; ephemeral content; digital; marketing; digital content; storytelling framework
The full article is available to subscribers to the journal.
Author's Biography
Stefano Marrone is partner, founder and creative strategist behind Nucco Brain. Working alongside a strong team of diverse creatives, Stefano works to tell stories visually, no matter what medium is being. The intersection of his love for art with his fascination for the potential of using emerging technology as a medium to tell stories is where Nucco Brain began. Stefano’s expertise in start-up management, entrepreneurship, branded content production, corporate communications strategy and production, intellectual property (IP) development, animation, virtual reality (VR) and augmented reality (AR) production has guided Nucco Brain to where it is today. An established professional, with an artistic eye, Stefano entered Italian Forbes ‘30 Under 30’ in 2018, and regularly sits on panel discussions about his passion for storytelling and creative production. Stefano is also an equity partner in iStarter, working with high-performing startups from continental Europe that want to expand in the UK and global markets. He is also a lead marketing mentor and keynote speaker through Google Launchpad, mentoring growing start-ups, and finally, he regularly guest lectures at various universities across Europe (École Supérieure de Commerce de Paris, Goldsmiths, University of London, Nuova Accademia di Belle Arti, the School of Oriental and African Studies, University College London).
