By Limor Shiponi A month ago we kicked-off another long storytelling course. One of the participants introduced himself as, “I work in marketing and I came to learn how I can use storytelling in marketing”. I smiled. Four lessons later I ask the guy, “so, can you see how you can use storytelling?” He replied, …
By Limor Shiponi “I want you to rewrite the content,” said the branding agency manager, “make it a little moister.” I picked up a cup of coffee resting nearby and poured what was left of it on the printed document. It was after too many rewrites that indicated the person wasn’t holding a brief anywhere. …
The day I came up with the Content Requirements Document (CRD) Read More »
By Limor Shiponi I’m not going to surprise you with the notion marketers and engineers don’t live happily ever after in many tech organizations. Here are some highlights I’ve heard through the past years: Maybe they are geniuses, but they have zero communication skills. I have more important things to do than send info to …
By Limor Shiponi From the amount of noise on the web, you’d think there’s a goldmine in the marketing-storytelling connection; there might be in writing and talking about it. Truth is – with the current marketing mindset – there is no such connection. The reason is simple although it seems marketers have a blind spot …
Why marketing and storytelling don’t work together Read More »
By Limor Shiponi Any research project that comes up with a conclusion compacted into a couple of words all beginning with the same initial letter, instantly provokes in me the ‘oh, marketing’ response. If the people at Latitude are actually trying to figure out what audiences want, here is an addition to what they have …