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Telling stories in seconds: A success framework for brands

Author

Listed:
  • Marrone, Stefano

    (Nucco Brain)

Abstract

The current media landscape has seen significant growth in and focus on the use of video as a social media tool, specifically by telling stories in 10 seconds or less. But can you tell a full story in under 10 seconds? Or do you use multiple 10-second snippets to weave a broader narrative? How do you keep your followers/viewers engaged and coming back to your story? This paper introduces a framework that brands can use to tell stories across multiple touchpoints.

Suggested Citation

  • Marrone, Stefano, 2020. "Telling stories in seconds: A success framework for brands," Journal of Brand Strategy, Henry Stewart Publications, vol. 8(4), pages 347-358, March.
    • Handle: RePEc:aza:jbs000:y:2020:v:8:i:4:p:347-358
    as

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    More about this item

    Keywords

    brand storytelling; ephemeral content; digital; marketing; digital content; storytelling framework;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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