Telling stories in seconds: A success framework for brands

Stefano Marrone
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Stefano Marrone: Nucco Brain

Journal of Brand Strategy, 2020, vol. 8, issue 4, 347-358

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.

Keywords: brand storytelling; ephemeral content; digital; marketing; digital content; storytelling framework (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2020
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