WHY DO WE TELL STORIES?

There is mystery about life and death , that is how we become storytellers.

That we will just vanish one day without a trace seems inexplicable.

From where do we come and where do we go are questions asked since the beginning of time.

There are no answers , it all seems meaningless, after all nothing matters, and to make sense of our existence we tell stories.

In our stories we create religion , we create God.

Nation is a collective story , there are no real boundaries.

Stories make us more secure in an insecure existence.

We create our villains and we create our heroes.

We create the story of what is good and what is bad.

We create stories of success and failures.

We create stories of bravery and valour and of cowardice and treachery

We are ready to live and die for our stories .

We connect with our stories .

Our fears ,our pains , our suffering, our desires our dreams are similar.

They are universal truths.

Below the layers , we are the same , our stories are similar.

We tell stories because that is what we are – Storytellers.

A SMALL BUSINESS STORY

Every business has a story.

I met Renuka after my cycling today , she has a food truck that sells healthy detox juices.

I asked her her story.

Renuka had lost her job of 19 years during the pandemic.

She was managing the CRM at a real estate company.

The business vanished , “we were like white elephants for the company, I was fired after 19 years.” she said.

I did not find any regret in her voice.

Renuka has a charming smile and is a happy person.

I proved her further, why healthy juices .

She said her parents suffer from Parkinson’s and diabetes.

She learnt the benefits of healthy juice detox from her grandmother.

One thing has changed for her after she started the business, she now gets up early at 4 am to make the juices.

“ I was never a early person but all that changed after the job loss” she says.

He food truck is called ‘Naividyam’ which means ‘offering to God’.

She is not just in the business of making juices for her her work of healthy juices is an offering to God.

I made a small video on her story from my mobile phone and shared it on my social media.

There are stories and and stories .

We forget to tap into the power of story to build human connections.

When a brand story integrates with that of the customer magic happens.

Renuka can be just running a food truck selling healthy juices , but she has a story.

The story of her struggle , the story of her food truck , the story around her healthy juices , then the stories around her customer.

We forget to tap into the power of storytelling in business.

Renuka is inspiring, I like her spirit to fight back.

She has no regrets but a lot of hope.

That is the story of every business owner. The story of hope despite the challenges.

Tell your story

Sanjay Mudnaney

#brandstory

http://www.CrowTales.in

THIS IS THE FUTURE OF MARKETING

Post pandemic average time people spend on their smartphones has gone up by 25%.

80% of the traffic in the digital world is video.

Consumers have switched off from interruption advertising .

They consume content.

Visual content is what is consumed.

A well told Story is consumed , touches the heart , entertains , educates is shared can go viral in the digital world.

Brand Storytelling is engaging your consumers , pulling them into the story with visual storytelling.

The Brand is not the story.

The Brand is part of the story.

Think of it as intelligent product placement in a film.

Consumers are more conscious of Brands they consume.

They connect with Brands that care about their environment, communities and people.

Brands that tell stories of good build a positive brand perception.

The future of marketing is Brand Storytelling.

The future of Brand Storytelling is Digital , Visual , Local language visual storytelling .

Brands that tell stories of good, connect with the heart.

The Brand and Social Responsibility departments in an organisations are different , managed by different teams.

Having worked both as head of marketing and head of social responsibility in a global IT company I see a great possibility to build a bridge.

I see a great opportunity for coming together of Brands and Good to make a positive impact in our world.

Visual Brand Storytelling will connect Brands and Good.

Stories of good are watched , remembered and they are shared.

Because we all want to share HOPE .

In a world filled with gloom consumers seek Brands with empathy.

The future of marketing is GOOD.

Sanjay Mudnaney

Founder http://www.CrowTales.in a Brand Storytelling Company

Founder Heroes of India http://www.YouTube.com/heroesofindia

HOW PR HAS CHANGED

Traditionally news and views covered by media influenced public opinion which was largely print followed by television .

Today public opinions are formed on social media and the action is rapid . All stakeholders, clients , employees , shareholders , prospective clients , prospective employees, community are now spending a lot more time in the digital world.

It is easy today for almost anyone to become a broadcaster and not depend on the intermediary news channels to carry their story.

Similarly it is easy for stakeholders to get their voice heard and spread on social media .

This is reputation on the edge 24×7 , before you know it news can get viral and damage brand reputation.

Mass media has been replaced with intelligent targeted media communication on social media . One can build engage and convert tribes to fans.

Digital reputation is built around Good authentic Storytelling aligned to the brand message.

Educating , Inspiring and Informing your tribes on social media is all the more essential today.

Most of the content consumption on the internet, almost 80% is video content .

Is PR ready for this change ? Having led Corporate Communications in a leading IT company and then at a startup I founded , I noticed agencies struggle to understand the new medium.

At Crow Tales the digital storytelling company I co founded , we could build brand reputation for our clients and also help them drive business with authentic visual storytelling and education.

This change is not about just adding digital as a division or recruiting a digital marketing team but completely rethinking PR in the age of fake news and deep polarisation.

There is a shift of public opinion favouring more humane organisations, sensitised to sustainability and community issues .

Consumers are more inclined to reward organisations that have profit with purpose at their heart and do meaningful business.

For example how Organisations acted in times of COVID reflects on how public would see them going ahead . How they treated their employees, partners and how they supported the community in these most difficult times will definite their character.

It is time for Brands to tell stories of hope , of a better future by connecting with stories of good .

As a digital storyteller I am excited about the future of marketing and PR are you ?

Sanjay Mudnaney

#passionproject