Jeffrey Kim, Arnold Lund, Caroline Dombrowski (2010). "Mobilizing Attention: Storytelling for Innovation”

About the Text

The text explores the field of storytelling, whether it’s about how to sell a product in a way people can relate to it or as a method to generate ideas.

Example of great storytelling

HBO’s “True Blood”

Case Study about their Marketing by HitzBanget

Case Study about their Marketing by HitzBanget

Through hacking the reality, storytelling can blur the line between the real world and fiction.

This happened through an elaborate marketing campaign in which the storyline from the TV show was even further developed by embedding it into ads and other elements outside of the real world.

About Storytelling

Already always, humans shared informations, whether by oral, in writing or through dance in the form of stories.

The authors write: “Innovation is the collective process of creating new ideas with business value [1]. It is the holy grail for many industries, as consistent innovation leads to increasing product and revenue streams.

Story in Innovation