Résumé
Stories are one of the great forces of the universe; they can pull people together or drive them apart; they make people laugh, or cry, or lean in spellbound; they give people values to believe in and reasons for being. Consumers are vital to the shaping of these stories for they make the private sector work through businesses and brands. The global information revolution is creating a new culture of radical transparency, and a new meritocracy. The fact that consumers are demanding higher ethical standards is a huge creative spur for many businesses. The spectacular events of the past several weeks in financial markets and, more broadly, in the global economy will continue to have far reaching effects on consumer behavior. Consumers will find their own balance between values and 'value' in their buying decisions. The combined forces of humanity and technology make increasing levels of business transparency an inevitability.
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Extrait
True Stories
As the poet Murial Rukeyser said, 'The universe is not made of atoms, it is made of stories'. Stories are one of the great forces of the universe; they can pull us together or drive us apart; they make us laugh, or cry, or lean in spellbound; they give us values to believe in and reasons for being. They help us make sense of the world and find our place in it. The really good stories we make our own, add a little bit of ourselves, and pass on.
I work for a company whose role is to tell stories to consumers on behalf of clients; stories that communicate what our client's product is or does, about who they are, and about how they behave as a company. Consumers are vital to the shaping of these stories for they make the private sector work through businesses and brands. And it's critically important to accept that the nature of these stories is changing, as is the context of storytelling itself.The global information revolution is creating a new culture of radical transparency, and a new meritocracy.Let's start with a storyA couple of years ago, an American retailer...Voir le contenu complet de ce document
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