From Storytelling To Action

For a long time, people in charge of creating content have been based on a concept belonging to marketing known as storytelling. This term is basically to tell a story with the product or service being have. This is to create a certain familiarity and to break down the barriers that exist between the brand and the consumer. Different brands that have a worldwide impact have implemented this technique to improve their brand, advertising, and reputation. But, indeed, the boom that has caused campaigns based on storytelling is often forced, which can mean a negative impact.

The creation of the term Storydoing

Since many experts realized that employing storytelling techniques were not functional for all brands, a new concept called storydoing emerged. In which he understands that today we are overloaded with stories that can be annoying or even silly and better based on action. The content that is made based on a follow-up in storydoing is the one that instead of using so many words to make someone believe in the message, it is based on actions, that is, on offering people a real experience that is the essence of the brand.

For the creation of good content based on storydoing, it is essential that what is being created, such as a video, is accompanied by the personality of the brand. Practically, the company works with what it preaches. For content not to fail, it is essential that the people in charge of creating it work on the message to be transmitted. 

To understand more about what storydoing is, we can approach it in the following way: If cosmetic dentistry in Tijuana wants to create content, they have to think about what kind of message is the best. Many times it is necessary to offer a message that focuses on the essence of the dentist’s brand to generate interest in people. You can then continue with storytelling, but it is always better to show people what you are and then show them what you will get.

Why can storytelling fail?

Storytelling can fail when a clear message is not being conveyed to the consumer, where they are practically so focused on telling a story that they forget the purpose of the video. And this happens even with the most famous brands and those that have been on the market for a long time, such as Chanel, which transmits to consumers certain sensations and images when they use something related to the brand. For the success of not only storytelling but also storydoing, there must be a message that reflects the personality of the brand.

Another reason why content based on storytelling can fail is that creating stories is not always the right thing to do, as we mentioned, many times people focus too much on the story to leave out the true meaning. Before starting to create content, it is essential to evaluate if it is indispensable to base the product on stories or better on a discourse which transmits more than a sensation but the total experience of what the brand means.

To know how to create good content, it is necessary to analyze the situation in which the brand finds itself, as well as to get into what the brand is. The ideal customer must be analyzed to know what type of message and content is best for the customers and finally create the material that is optimal for the consumer.

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Sep 13, Grand Remembrances

Today is Grandparents Day in the United States. Being a Grand is a special honor. I feel very blessed that my wife and I have two grandchildren. We were able to visit them today. Yes, we are still being cautious with the coronavirus, but we also find it very difficult to not see them when they live so close. So today we did drop by to visit Jacob (age 10) and Sophia (age 7) along with their parents. We brought donuts and caught up with them. Our grandchildren are still pretty young and this is a precious time in their lives – and ours!

I wish I had known my grandparents better. We never lived in the same place. Dad was a career Air Force pilot, so we moved around a lot. But we did get to see them once in a while when they would visit us, or we them.

A Plague of Giants

There are five known magical ‘kennings’ or types: air, water, fire, earth, and plants. Each nation specializes in of these kennings, and the magic influences the society. There’s a big pitfall with this diversity of ability and locale–not everyone gets along.

Enter the Hathrim giants, or ‘lavaborn’ whose kenning is fire. Where they live the trees that fuel their fire are long gone, but the giants are definitely not welcome anywhere else. They’re big, they’re violent, and they’re ruthless. When a volcano erupts and they are forced to evacuate, they take the opportunity to relocate. They don’t care that it’s in a place where they aren’t wanted.

I first read Kevin Hearne’s Iron Druid books and loved them (also the quirky The Tales of Pell), so was curious about this new venture, starting with A PLAGUE OF GIANTS. Think Avatar: The Last Airbender meets Jim Butcher’s Codex Alera series. Elemental magic, a variety of races, different lands. And it’s all thrown at you from page one.

But this story is told a little differently. It starts at the end of the war, after a difficult victory, and a bard with earth kenning uses his magic to re-tell the story of the war to a city of refugees. And it’s this movement back and forth in time and between key players in this war that we get a singularly grand view of the war as a whole. Hearne uses this method to great effect.

There are so many interesting characters in this book that I can’t cover them all here. Often in books like this such a large cast of ‘main’ character can make the storytelling suffer, especially since they don’t have a lot of interaction with each other for the first 3/4 of the book–but it doesn’t suffer, thankfully. And the characterization is good enough, despite these short bursts, that by the end we understand these people and care about what happens to them.

If there were a main character it would be Dervan, a historian who is assigned to record (also spy on?) the bard’s stories. He finds himself caught up in machinations he feels unfit to survive. Fintan is the bard from another country, who at first is rather mysterious and his true personality is hidden by the stories he tells; it takes a while to understand him. Gorin Mogen is the leader of the Hathrim giants who decide to find a new land to settle. He’s hard to like, but as far as villains go, you understand his motivations and he can be even a little convincing. There’s Abhi, the son of hunters, who decides hunting isn’t the life for him–and unexpectedly finds himself on a quest for the sixth kenning. And Gondel Vedd, a scholar of linguistics who finds himself tasked with finding a way to communicate with a race of giants never seen before (definitely not Hathrim) and stumbles onto a mystery no one could have guessed: there may be a seventh kenning.

There are other characters, but what makes them all interesting is that they’re regular people (well, maybe not Gorin Mogen or the viceroy–he’s a piece of work) who become heroes in their own little ways, whether it’s the teenage girl who isn’t afraid to share vital information, to the scholars who suddenly find how crucial their minds are to the survival of a nation, to the humble public servants who find bravery when they need it most. This is a story of loss, love, redemption, courage, unity, and overcoming despair to not give up. All very human experiences by simple people who do extraordinary things.

Hearne’s worldbuilding is engaging. He doesn’t bottle feed you, at first it feels like drinking from a hydrant, but then you settle in and pick up things along the way. Then he shows you stuff with a punch to the gut. This is no fluffy world with simple magic without price. All the magic has a price, and more often than not it leads you straight to death’s door. For most people just the seeking of the magic will kill you. I particularly enjoyed the scenes with Ahbi and his discovery of the sixth kenning and everything associated with it. But giants? I mean, really? It isn’t bad enough fighting people who can control fire that you have to add that they’re twice the size of normal people? For Hearne if it’s war, the stakes are pretty high, and it gets ugly.

The benefit of the storytelling style is that the book, despite its length, moves along steadily (Hearne is no novice, here). The bits of story lead you along without annoying cliffhangers (mostly), and I never got bored with the switch between characters. It was easy to move between them, and they were recognizable enough that I got lost or confused. The end of the novel felt a little abrupt, but I guess that has more to do with I was ready for the story to continue, despite the exiting climax.

If you’re looking for epic fantasy with fun storytelling and clever worldbuilding, check out A PLAGUE OF GIANTS.

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The Artwork Of Gary Choo

Gary Choo is a concept artist/illustrator based in Singapore. I’ve know Gary for a good many years ( 17, actually ), working together in animation studios in Singapore like Silicon Illusions and Lucasfilm. Gary currently runs an art team at Mighty Bear Games, but when time allows he also draws covers for Marvel comics, and they’re amazing –

The Art Of Gary Choo
The Art Of Gary Choo
The Art Of Gary Choo
The Art Of Gary Choo
The Art Of Gary Choo

To see more of Gary’s work or to engage him for freelance work, head down to his ArtStation.

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