the publishing-brands
DESCRIPTION
The articulation of narratives as core business and the maximum control of information in the Digital Age.TRANSCRIPT
@ Eitan Rosenthal
publishing-brands
KBA webfed pressphoto: JASON MiLLER/GETTY IMAGES
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Or… articulating narratives as core business and exerting control of information in the Digital Age.
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context
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Foto Eitan Rosenthal
while digital businesses take strong lead in markets,
“Hyperloop" transport concept
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… Old economy companies try to revert their losses.
foto: Victorgrigas cc
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Uber, 5 years old, is worth USD 17B or the same as Hertz and Avis combined.
(after capitalization round in jun/14)
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In Brazil the situation is extreme: most businesses are conventional and national productivity is low.
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Rethinking essential roles inside organizations is vital for their survival and success.
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what
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publishing-brands invent and control their narratives and stories,
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(Would this make any sense a few years ago?)
© http://www.fastcocreate.com/
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… and use them strategically to foster innovative businesses and initiatives,
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... In an environment where information flows are integrated and ubiquitous.
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narratives x stories
"Narrative is a system of stories that form a coherent worldview, helping people to understand the way it works."
ASU - Center for strategic communication
narratives define positioning, attitude and style.
“Super Mario” Balotelli
They also structure processes: what is poorly narrated will be badly done.
Charlton Heston / “Os dez Mandamentos”
"The power of narrative is to connect related stories at various levels, allowing a wide range of events under its scope."
ASU - Center for strategic communication
Icarus - Julie Elven
Stories populate the imagination of people (and organizations), with a strong mythological component.
In short, narrative articulate stories to desired goals or ends.
… While publishing-brands rescue and reorder stories in an integrated and intelligent bundle: the narrative.
Foto Eitan Rosenthal
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powerful outspreads
Technologically, narratives integrate with the cloud and big data.
Data crunching, for example, turn numbers into stories.
© kentoh / Shutterstock
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internal, external & ‘the borders’
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the traffic of stories and narratives (which until recently was confused with advertising),
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Angelo Siciliano, “Charles Atlas”
… Establishes the companies’ attitudes, postures and value propositions.
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internal communication, which served as support to transmit, explaining and documenting practices and processes…
Assembly Line Packing Grapes for Market / Fresno County Public Library
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Are Today the essence of collaborative work and knowledge valuation in the professional environment.
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In a world where the boundaries between inside and outside, before solid and mandatory, melted, blurred…
Foto Eitan RosenthalDeutsches Bundesarchiv cc
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… It makes no sense to distinguish the external communication from the internal.
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The new paradigm requires radical changes in communication thought throughout organizations.
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voices & ears
Social networks multiplied the voices of individuals and organizations.
Foto Franck Metois
Who speaks well stands out. Who does not… mumbles.
Foto Eitan RosenthalEdgar Bergen / © 1939 Universal Pictures
digitalization multiplied the voices of individuals and organizations.Digitalization also increased the need for ears.
@ Eitan Rosenthal
Whoever does not listen gets isolated and delayed, a hostage to its own prejudices.
[email protected] / (11) 991 131 771
art: joefreakinrocks
this presentation was originally written in Portuguese