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Cheats & Tips

October 17, 2012

The storytelling matrix as explained by Story Worldwide – understand and orchestrate your brand narrative

Story Worldwide is a company who really understands brand storytelling. Their take is to tell consumers stories that they actually care about, not what the brand executives think people want to listen to.

“Marketing has entered the post-advertising age,” says CEO Kirk Cheyfitz. “The new age’s defining feature is this: the only messages anyone will see and hear are the messages they choose to see and hear.”

Consumers are taking control of media, and that means something very important.

When it comes to creating branded storytelling, it’s helpful to have a road map. Story Worldwide have created a storytelling matrix designed to help people understand and create a brand narrative based on three key areas: activity, complexity, and personality.

The three outlined areas also form the three axes that are used to plan meaningful interaction with the intended audience.

The ‘X’ Activity Axis relates to interactivity, from static printed magazines to video games, for example.

The ‘Y’ Complexity Axis details how much information is provided within the story, in terms of quality and quantity.

The ‘Z’ Personality Axis determines the scope of reach – whether the story is mass broadcast, or individually tailored for specific audiences.

Have a look at Story Worldwide’s take on creating brand stories, and see if it helps you out.


About the Author

Evon Koprowski
Brand storyteller, creative strategist, content marketer and all round bon vivant at Red Fortune Media where I growth hack projects for the arts, culture, tourism, technology and social sectors. I'm freelance - if I can help you, get in touch.

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