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publishing-brands

KBA webfed pressphoto: JASON MiLLER/GETTY IMAGES

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Or… articulating narratives as core business and exerting control of information in the Digital Age.

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context

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Foto Eitan Rosenthal

while digital businesses take strong lead in markets,

“Hyperloop" transport concept

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… Old economy companies try to revert their losses.

foto: Victorgrigas cc

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Uber, 5 years old, is worth USD 17B or the same as Hertz and Avis combined.

(after capitalization round in jun/14)

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In Brazil the situation is extreme: most businesses are conventional and national productivity is low.

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Rethinking essential roles inside organizations is vital for their survival and success.

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what

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publishing-brands invent and control their narratives and stories,

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(Would this make any sense a few years ago?)

© http://www.fastcocreate.com/

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… and use them strategically to foster innovative businesses and initiatives,

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... In an environment where information flows are integrated and ubiquitous.

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narratives x stories

"Narrative is a system of stories that form a coherent worldview, helping people to understand the way it works."

ASU - Center for strategic communication

narratives define positioning, attitude and style.

“Super Mario” Balotelli

They also structure processes: what is poorly narrated will be badly done.

Charlton Heston / “Os dez Mandamentos”

"The power of narrative is to connect related stories at various levels, allowing a wide range of events under its scope."

ASU - Center for strategic communication

Icarus - Julie Elven

Stories populate the imagination of people (and organizations), with a strong mythological component.

In short, narrative articulate stories to desired goals or ends.

… While publishing-brands rescue and reorder stories in an integrated and intelligent bundle: the narrative.

Foto Eitan Rosenthal

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powerful outspreads

Technologically, narratives integrate with the cloud and big data.

Data crunching, for example, turn numbers into stories.

© kentoh / Shutterstock

After all, ”Stories are just data with a soul."

Brené Brown

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internal, external & ‘the borders’

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the traffic of stories and narratives (which until recently was confused with advertising),

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Angelo Siciliano, “Charles Atlas”

… Establishes the companies’ attitudes, postures and value propositions.

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internal communication, which served as support to transmit, explaining and documenting practices and processes…

Assembly Line Packing Grapes for Market / Fresno County Public Library

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Are Today the essence of collaborative work and knowledge valuation in the professional environment.

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In a world where the boundaries between inside and outside, before solid and mandatory, melted, blurred…

Foto Eitan RosenthalDeutsches Bundesarchiv cc

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… It makes no sense to distinguish the external communication from the internal.

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The new paradigm requires radical changes in communication thought throughout organizations.

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voices & ears

Social networks multiplied the voices of individuals and organizations.

Foto Franck Metois

Who speaks well stands out. Who does not… mumbles.

Foto Eitan RosenthalEdgar Bergen / © 1939 Universal Pictures

digitalization multiplied the voices of individuals and organizations.Digitalization also increased the need for ears.

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Whoever does not listen gets isolated and delayed, a hostage to its own prejudices.

eitan@eitanrosenthal.com / (11) 991 131 771

art: joefreakinrocks

this presentation was originally written in Portuguese