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From story to storytelling: new forms of creativity
Author/s: Ariela Mortara, Vittoria Sinisi 
Year:  2014 Issue: 47 Language: Italian 
Pages:  14 Pg. 63-76 FullText PDF:  65 KB
DOI:  10.3280/SC2014-047006
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The paper analyzes the use of storytelling as a strategic tool for brand communication within the new proactive and collaborative Web 2.0. The study focuses on the diegetic classification of some brand storytelling case histories and attempts to evaluate the different strategic objectives of companies, aiming at building and managing the brand. The results show three categories of brand storytelling: a) storytelling brand mith maker, aimed at building the epic of the brand; b) storytelling brand value builder, aimed at consolidating brand values, c) storytelling brand value activator, aimed at involving users in the narrative process, fostering a higher level of engagement.
Keywords: Storytelling, branding, brand strategy, web 2.0, engagement, creatività.

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Ariela Mortara, Vittoria Sinisi, From story to storytelling: new forms of creativity in "SOCIOLOGIA DELLA COMUNICAZIONE " 47/2014, pp. 63-76, DOI:10.3280/SC2014-047006


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