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The answers to these questions already give us an idea of ​​the direction in which to move, considering the medium in which to go and the way in which to do it: for example a creative campaign on classic or digital media or social media or an interview on a news program ? Everything, as mentioned, depends on the objectives. What storytelling means: the communication strategy changes the perception of the brand The point is that every little piece of communication (piece of content sounds better, I admit) from the company contributes to changing the perception that the world has of that same company. An example comes to mind that doesn't have much to do with it but is relevant.

I was watching "Once Upon a Time in Hollywood", Tarantino's latest film, and at a photo editing servies certain point the protagonists start a discussion about how much the reputation of an actor depends mainly on the roles you decide to play. That is, an actor is judged by spectators not by how good he is but by how he is seen in his roles: if one plays the role of a loser he will be seen as a loser in life. Now. Without going into too much detail, our brain thinks exactly like this, through simplifications. And if it works for actors why shouldn't it work for companies? Everything the company does therefore creates a wave, like a stone in a pond.



Sooner or later that wave will be intercepted by some user who, for better or worse, will talk about it with someone else, creating other waves that will touch other people and so on. Every post on social media, every TV commercial, every blog article like this one (and the anxiety rises), every press release, newspaper page, billboard, event, fair, website, business card, video and I don't know what The other has a more or less high impact on the perception of the brand. This is why corporate communication, of which storytelling is part, is a very delicate topic that must be approached with intelligence, strategy and passion. With intelligence because, drop by drop, it is a fundamental asset of the company's reputation and image.