I recently had the opportunity to read the book “You'd better tell it.” of the Antonio Nuñez –Active Company-, dedicated to the story (storytelling) as a communication tool. Go ahead that I recommend your reading to any person or company that needs to get the most out of your communication.
I agreed with Antonio a few years ago at the agency Saatchi & Saatchi, where he worked as a strategic planner, and I have to say that Antonio owns one of the best furnished brains in the sector.
Antonio tells us about the Attention Economy, saturation of messages and the need to bond with audiences through the story.
“Faced with such a troubled situation in the world of communication in the XXI century, with more people than ever being able to communicate and fewer people willing to listen, we turn our hopeful gaze to a communication tool as old as the caveman: The Story. We've simply replaced the tribal bonfire, around which the stories were told, by the Internet forum, interactive tv or mobile phone."
Go on: “Part of the solution to better understand the Economy of Attention seems to be to stop talking about the concept of "message" and replace it with "story". Abandon the concept of "sender" and talk about "creator of the story". Banish the "receiver" and talk about "story user".
The truth is, I've enjoyed reading the book, full of examples, and that in a way includes a significant dose of lateral thinking, since Antonio proposes the revision of models.
Although storytelling was already invented (sets the example of “I have a dream” by Martin Luther King in 1963), the author has made the book a teaching tool to implement in detail the use of the story.
Convinced that everything leaves a mark, I help companies better connect with their stakeholders through personal branding programs (personal brand management) and employee advocacy (programs of branded internal ambassadors).
Socio of Soymimarca's Integra Personal Branding, Brand Directory of Omnia Branding, I also collaborate with Ponte en Valor, Brandergizers, MoreThanLaw, Noema Consulting and Quifer Consultores.
I participate in various programs at IESE, ISDI and EAE, among others. Collegiate advertising, Master in Marketing. Humanities Degree Student.
My advertising DNA comes from 20 years in agencies: Time/BBDO, J.W.T., Bassat Ogilvy, Saatchi & Saatchi, Altraforma and TVLowCost among others.
Hello Guillermo,
Thank you so much for your post about my book. I'm so glad I got the contact off..
Keep writing!
A cordial greeting,
Antonio Nunez