Hikaye Tasarımı; Yeni Reklamlar Değil, Yeni Dünyalar Yaratın

by Darren McColl, Gaston Legorburu

"Son zamanlarda hikaye anlatımının iş dünyasındaki gücüyle ilgili çok sayıda kitap yayınlandığını fark etmişsinizdir. Henüz o kitaplara bir göz atmayanlarınız için bir uyarıda bulunmak istiyorum. Kitapların çoğunda hikâyelerin, işinizle yeni müşterileriniz arasında kârlı ve sihirli bir bağ kurabilecek olan güçlü bir iksir olduğu anlatılıyor. Ayrıca en iyi yönetilen şirketlerin ve en başarılı markaların anlatacak bir hikayesi olduğu da kuşkuya yer bırakmayacak şekilde kanıtlanıyor. Tamam, bunların büyük bölümü doğru, ama o kitaplarda dile getirilmeyen faktör, hikâyenin niteliği. Herhangi bir hikâyeyle olumlu sonuç alamazsınız, bunu için sözcüklerin ve resimlerin ötesine geçen muhteşem bir hikâye anlatmanız gerekiyor. İnsanların içine dalabileceği kapsayıcı dünyalar yaratmak lazım ve bu dünyalar, dijital açıdan zirveye ulaşmış müşterilerle uyum sağlamak zorunda."

Marka stratejistleri Darren McColl ve Gaston Legorburu, kendi geliştirdikleri Hikâye Tasarımı (Storyscaping) yöntemiyle, hedef kitlenizi nasıl belirleyebileceğinizi, marka amacınızı bulmayı, tüketicilerinizin duygusal ihtiyaçlarını anlamayı, doğru konumlandırmayı ve daha fazlasını anlatırken, markanızı tüketiciyle buluşturmanın yepyeni yollarını çiziyor.

Genres: Business, Nonfiction

220 pages, Paperback

First published January 1, 2014

Reviews

[Michele Conigliaro · Rating 5 out of 5]

Storyscaping shares and teaches a powerful new approach to advertising and marketing. Tapping into the power of storytelling, for which all human beings have an inherent connection, storyscaping creates both an emotional and rational tool for connecting brands and consumers.

A must-read for all those in marketing, advertising and business world--AND anyone wishing to create a compelling presentation to resonate with ANY audience. The philosophy and approach are truly ubiquitous.

[Chris · Rating 2 out of 5]

Not a lot here that is truly revolutionary from a process perspective. I also thought that the depth of detail behind specific steps mentioned was lightly covered. The best tools mentioned were Simon Sinek and Kevin Lynch tools previously published.

[Blaine McGaffigan · Rating 3 out of 5]

Great info but many times dull to get through.

[Carolyn · Rating 3 out of 5]

While this book showed processes for developing your marketing idea and was the basis for most of my homework it wasn't always inspiringly written. Especially the later chapters.

The concepts were great, the delivery, just not so great.

[Natalie Puckett · Rating 3 out of 5]

Beautifully illustrated, captivating introduction, and includes valuable examples throughout. Although, the bulk of this book is narrative nonsense (making up their own words, using 3 chapters to say the same thing, empty copy, etc.)

[Celal · Rating 2 out of 5]

Daha iyi olabilirdi.

[Tóra · Rating 4 out of 5]

A very interesting theory covering a new look at how to create content that enhances values and shared experiences between a brand and its consumers.

Keywords include culture, stories, and sharing.

[Callum · Rating 1 out of 5]

Authors sound too full of themselves. They are making the process sound more complicated than it is.

[Lily · Rating 5 out of 5]

I didn’t feel like it was mind blowing, but I really enjoyed the organization and feel of the book. It was a pleasure to read.

[Dilek · Rating 3 out of 5]

Tüketicinin hikayenin kahramanı olması onları pazarlama konusunda tetikliyor. Örgütleyici bir fikir gerekiyor.

[Patricia]

Legorburu and McColl gave great insight into their theory of Storyscaping and its mechanisms. Although the theory isn’t exactly groundbreaking, there is a freshness how they delivered their take on different marketing approaches. It’s obvious that these writers are heavily vested on the subject of marketing, brands, and consumer relations, a lot of the content became repetitive after the first two chapters.

Their consensus boiled down to the same four elements: organize from a concept that best represents a brand as a personality, back it up with creative insight and specialized research, be open to any opportunity for change to stay relevant, and always maximize the quality of consumer engagement across all platforms.

There’s some useful wisdom in this book for sure but it does seems like a lot of ideas were stretched out for the sake of filling the page and it kind of watered everything down.

[Manu · Rating 3 out of 5]

This book focused on marketing takes the concept of storytelling to a new level by associating it with the experience one has with a story. This new refined concept is called "Storyscaping" - the idea around which this book revolves. Authors have done a good job of explaining this concept with numerous examples and real time case studies of some well known brands where the concept of storyscaping when implemented generated tremendous returns for the organization in terms of aligning their products/offerings at a strong emotional level with customers. The best take away for me was how one can start thinking beyond only storytelling (especially in marketing) and providing an experience for the targeted customer so that she becomes part of the story itself instead of being merely a passive listener of this story - this is what is storyscaping!

[David Yarde · Rating 3 out of 5]

At some points it felt more like advertising for the agency behind it but recovers pretty well and proves to be an insightful read.