{"id":10173,"date":"2023-01-11T13:09:32","date_gmt":"2023-01-11T13:09:32","guid":{"rendered":"https:\/\/studioventuras.com\/lets-talk-about-storytelling\/"},"modified":"2025-04-02T21:45:55","modified_gmt":"2025-04-02T21:45:55","slug":"lets-talk-about-storytelling","status":"publish","type":"post","link":"https:\/\/studioventuras.com\/en\/lets-talk-about-storytelling\/","title":{"rendered":"Let&#8217;s talk about storytelling?"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"10173\" class=\"elementor elementor-10173 elementor-10114\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-cb80d27 e-flex e-con-boxed e-con e-parent\" data-id=\"cb80d27\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-bbc1f00 e-con-full e-flex e-con e-child\" data-id=\"bbc1f00\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-6a01703 elementor-widget elementor-widget-text-editor\" data-id=\"6a01703\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Our second guest is <a href=\"https:\/\/www.linkedin.com\/in\/danielasilvapereira\/\">Daniela Pereira,<\/a> who is also a key player in the partnership and evolution of Studio Venturas. Before the conversation about Storytelling begins, let her introduce herself.<\/p>\n<p><em>My pleasure! I graduated in Journalism from UFF and have a post-graduate degree in Marketing from COPPEAD-Rio.<\/em><\/p>\n<p><em>I&#8217;m Director of Digital Strategy at FSB, co-creator of <a href=\"http:\/\/www.apezinho.com.br\">Apezinho<\/a>, a nice blog about leaving home, and of <a href=\"https:\/\/aspereiras.com\/\">As Pereiras<\/a>, a communications consultancy. Since 2021, I have been teaching Content Marketing in the Digital Marketing course at COPPEAD-Rio.<\/em><\/p>\n<p><em>I went through the financial, service, technology, and entertainment markets. For the past 11 years, until October 2019, I was Relationship Manager at Rede Globo, responsible for creating, executing, monitoring and measuring the Brand&#8217;s relationship strategy with its on and offline audiences.<\/em><\/p>\n<p><em>What do I like? To work in the collective. Of transformative projects. Of communication with affection. And to learn. The journey so far has been quite an experience. What is to come will be even better.<\/em><\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-a9f6f6f e-flex e-con-boxed e-con e-parent\" data-id=\"a9f6f6f\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-b3b808e e-con-full e-flex e-con e-child\" data-id=\"b3b808e\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-9769c51 elementor-widget elementor-widget-heading\" data-id=\"9769c51\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Let's talk about storytelling?\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-a86f931 e-con-full e-flex e-con e-child\" data-id=\"a86f931\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-cdf6abe elementor-widget elementor-widget-text-editor\" data-id=\"cdf6abe\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>Let&#8217;s go!<\/strong>  It is a great joy to be here with you from Studio Venturas to talk about storytelling. He made me think that we are immersed in narratives since we are born, and there is nothing better than a good &#8220;storytelling&#8221; to start affectionate relationships and build good memories.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-c671714 e-flex e-con-boxed e-con e-parent\" data-id=\"c671714\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-3a2ffc6 e-con-full e-flex e-con e-child\" data-id=\"3a2ffc6\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-2d58d5a elementor-widget elementor-widget-heading\" data-id=\"2d58d5a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">What is storytelling?\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-8ccca13 e-con-full e-flex e-con e-child\" data-id=\"8ccca13\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-f74c8aa elementor-widget elementor-widget-text-editor\" data-id=\"f74c8aa\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Creating narratives is a human ability!<br \/>Be&#8230;<\/p>\n<ul>\n<li>In the Mouth Stories from when we were children;<\/li>\n<li>In the trolol\u00f3, lero-lero, and small talk of the chatting circles of family and friends;<\/li>\n<li>In school and university performances;<\/li>\n<li>In professional life, when we defend ideas, projects, business strategies;<\/li>\n<li>In the way we translate life for ourselves!<\/li>\n<\/ul>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-2c298fd e-flex e-con-boxed e-con e-parent\" data-id=\"2c298fd\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-85570e6 elementor-widget elementor-widget-text-editor\" data-id=\"85570e6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h5 style=\"font-size: 30px; margin-bottom: 0;\"><em>&#8220;Creating narratives is a human skill!&#8221;<\/em><\/h5>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-4f025be e-flex e-con-boxed e-con e-parent\" data-id=\"4f025be\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-a3f270d e-con-full e-flex e-con e-child\" data-id=\"a3f270d\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-72130b3 elementor-widget elementor-widget-heading\" data-id=\"72130b3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">How does the concept of storytelling speak to building a brand?\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-a95164f e-con-full e-flex e-con e-child\" data-id=\"a95164f\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-9e4bde8 elementor-widget elementor-widget-text-editor\" data-id=\"9e4bde8\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Let&#8217;s go back a bit in history for you to understand the whole picture before we go back to the present times.<\/p>\n<p>Classical narrative, or the way of telling a story, owes its genesis to the aesthetic theory of the Greek philosopher <strong>Aristotle (384 BC)<\/strong>.<\/p>\n<p>At <a href=\"https:\/\/pt.wikipedia.org\/wiki\/Po%C3%A9tica_(Arist%C3%B3teles)\"><br \/>\n  <strong>The Poetics<\/strong><br \/>\n<\/a>he studies epic, tragedy, and comedy to establish the canons of <strong>classical narrative<\/strong>. It is a treatise on how to narrate, how to tell a story and get the attention, involvement, complicity, understanding, and emotion of the audience for whom the story is intended.<\/p>\n<p>Linear structure with beginning, middle, and end. Exposition, conflict, resolution + turning point and climax.<\/p>\n<p>Then came a very special guy who changed everything!<\/p>\n<p><a href=\"https:\/\/resultadosdigitais.com.br\/agencias\/jornada-do-heroi\/\">Joseph Campbell<\/a> was an American writer who devoted himself to studying the meaning of mythical heroes and found in these characters a unique narrative formula.<\/p>\n<p>His work that introduced the Hero&#8217;s Journey (1949) to the world was the result of years of study on myths and religions of various civilizations. Campbell analyzed stories such as Jesus, Buddha, and even fairy tales.<\/p>\n<p>The author has discovered a narrative pattern that revolves around the figure of the hero, from a psychoanalytic viewpoint. In the book &#8220;The Hero of a Thousand Faces&#8221;, Campbell explains his theory based on Jung&#8217;s archetypes and Freud&#8217;s unconscious forces.<\/p>\n<p>I asked Edu Araujo, screenwriter and dear friend, which Hero&#8217;s Journey scheme he liked best and he chose this one:<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9e48855 elementor-widget elementor-widget-image\" data-id=\"9e48855\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" data-src=\"https:\/\/studioventuras.com\/wp-content\/uploads\/2023\/01\/escala-1.png\" data-srcset=\"https:\/\/studioventuras.com\/wp-content\/uploads\/2023\/01\/escala-1.png 900w, https:\/\/studioventuras.com\/wp-content\/uploads\/2023\/01\/escala-1-300x295.png 300w, https:\/\/studioventuras.com\/wp-content\/uploads\/2023\/01\/escala-1-768x756.png 768w, https:\/\/studioventuras.com\/wp-content\/uploads\/2023\/01\/escala-1-60x60.png 60w\" width=\"800\" height=\"788\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" class=\"attachment-large size-large wp-image-10150 lazyload\" alt=\"\"  sizes=\"(max-width: 800px) 100vw, 800px\" \/><noscript><img decoding=\"async\" width=\"800\" height=\"788\" src=\"https:\/\/studioventuras.com\/wp-content\/uploads\/2023\/01\/escala-1.png\" class=\"attachment-large size-large wp-image-10150\" alt=\"\" srcset=\"https:\/\/studioventuras.com\/wp-content\/uploads\/2023\/01\/escala-1.png 900w, https:\/\/studioventuras.com\/wp-content\/uploads\/2023\/01\/escala-1-300x295.png 300w, https:\/\/studioventuras.com\/wp-content\/uploads\/2023\/01\/escala-1-768x756.png 768w, https:\/\/studioventuras.com\/wp-content\/uploads\/2023\/01\/escala-1-60x60.png 60w\" sizes=\"(max-width: 800px) 100vw, 800px\"><\/noscript>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5c120cb elementor-widget elementor-widget-text-editor\" data-id=\"5c120cb\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>The term Storytelling was born in the USA as a digital communication tool in 1993.<\/p>\n<p>It is not difficult to understand why this millennial habit has gained space as a strategic tool in the business world. Advertising and communication needed to innovate: in such a technological age, combining elements that generate empathy and connection with a marketing idea became essential.<\/p>\n<p>Story = Creation<br \/>Telling = Narratives and formats<\/p>\n<p>In other words, the term storytelling turns 30 years old in 2023.<\/p>\n<p>Do you know the difference between storytelling for fiction and for brands?<\/p>\n<p>The one in fiction is &#8220;And they lived happily ever after&#8221;. The one for brands is &#8220;come to the promised land with me!&#8221;<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-9dbdaeb elementor-hidden-mobile e-flex e-con-boxed e-con e-parent\" data-id=\"9dbdaeb\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-296d5bd e-con-full e-flex e-con e-child\" data-id=\"296d5bd\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-a3e9582 elementor-widget__width-inherit elementor-widget elementor-widget-image\" data-id=\"a3e9582\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" data-src=\"https:\/\/studioventuras.com\/wp-content\/uploads\/2023\/01\/toy-story.png\" data-srcset=\"https:\/\/studioventuras.com\/wp-content\/uploads\/2023\/01\/toy-story.png 768w, https:\/\/studioventuras.com\/wp-content\/uploads\/2023\/01\/toy-story-300x75.png 300w\" width=\"768\" height=\"192\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" class=\"attachment-full size-full wp-image-10124 lazyload\" alt=\"\"  sizes=\"(max-width: 768px) 100vw, 768px\" \/><noscript><img loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"192\" src=\"https:\/\/studioventuras.com\/wp-content\/uploads\/2023\/01\/toy-story.png\" class=\"attachment-full size-full wp-image-10124\" alt=\"\" srcset=\"https:\/\/studioventuras.com\/wp-content\/uploads\/2023\/01\/toy-story.png 768w, https:\/\/studioventuras.com\/wp-content\/uploads\/2023\/01\/toy-story-300x75.png 300w\" sizes=\"(max-width: 768px) 100vw, 768px\"><\/noscript>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-e56566d e-flex e-con-boxed e-con e-parent\" data-id=\"e56566d\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-84a9858 e-con-full e-flex e-con e-child\" data-id=\"84a9858\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-4e96bc5 elementor-widget elementor-widget-heading\" data-id=\"4e96bc5\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Is Storytelling for brand building a concept you've seen for a long time? Why do you think these two universes got hitched?\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-5e42c92 e-con-full e-flex e-con e-child\" data-id=\"5e42c92\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-65abdce elementor-widget elementor-widget-text-editor\" data-id=\"65abdce\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>This concept is gaining more and more space. If you stop to think about it, the brands that influence us the most are those that, in some way, have affected us through their content.<\/p>\n<p>Remembering the origin of the word affection:<\/p>\n<p>&#8220;<strong>Affect<\/strong> is the biological basis of emotions and <strong>feelings<\/strong>. It is something more generic that encompasses everything we feel. We are born with <strong>affective<\/strong> capacity, and not only rational capacity. Affectivity is about being able to feel emotions and <strong>feelings<\/strong>.&#8221;<\/p>\n<p>This affection can be good or bad, right? But it is the one that catches our attention, generates some kind of reaction, arouses our interest, affection, and when we see it, we become ambassadors, fans, passionate advocates.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-106a4c5 e-flex e-con-boxed e-con e-parent\" data-id=\"106a4c5\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-761d100 e-con-full e-flex e-con e-child\" data-id=\"761d100\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-1f9aaef elementor-widget elementor-widget-heading\" data-id=\"1f9aaef\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Who takes care of it over time? Does this become rules, or a manifesto? How can you be sure that there is a narrative being told constantly?\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-7b5fe82 e-con-full e-flex e-con e-child\" data-id=\"7b5fe82\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-3b1280b elementor-widget elementor-widget-text-editor\" data-id=\"3b1280b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>The basis of good storytelling begins with building the strategic positioning of the brand. Without it, what we will have are creative efforts, full of good intentions, but uncoordinated.<\/p>\n<p>So let&#8217;s go back to basics: any brand needs to have core messages, communication objectives, target audiences, persona, and tone of voice.<\/p>\n<p>From this map, we develop action plans with deliverables. Then the sky is the limit! We can have an endless number of &#8220;deliverables&#8221; that will tell the story of this brand through:<\/p>\n<ul>\n<li>Manifesto<\/li>\n<li>Videos\/ Webseries\/ Pills<\/li>\n<li>Lectures<\/li>\n<li>Podcasts<\/li>\n<li>Primers\/ articles\/ book\/ ebooks<\/li>\n<li>Social media content<\/li>\n<li>Emailmarketing<\/li>\n<li>Games<\/li>\n<li>Events<\/li>\n<li>Playlists<br \/>MOOH (media outside the home)<\/li>\n<li>AI \/ Augmented Reality<\/li>\n<li>Experiences<\/li>\n<li>Activation\/ relationship actions<\/li>\n<\/ul>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-5d5ea23 e-flex e-con-boxed e-con e-parent\" data-id=\"5d5ea23\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-85f0214 elementor-widget elementor-widget-text-editor\" data-id=\"85f0214\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h5 style=\"font-size: 30px; margin-bottom: 0;\"><em>&#8220;any brand needs to have core messages, communication objectives, target audiences, persona and tone of voice.&#8221;<\/em><\/h5>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-287ff0a e-flex e-con-boxed e-con e-parent\" data-id=\"287ff0a\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-737772c e-con-full e-flex e-con e-child\" data-id=\"737772c\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-b53b49d elementor-widget elementor-widget-heading\" data-id=\"b53b49d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Do you think that once the company creates a great narrative of itself, it affects it financially?  <br>Are there studies that link good storytelling with higher profits?\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-7e4b5d7 e-con-full e-flex e-con e-child\" data-id=\"7e4b5d7\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-46937b1 elementor-widget elementor-widget-text-editor\" data-id=\"46937b1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Recently, Meio e Mensagem magazine published the <a href=\"https:\/\/www.meioemensagem.com.br\/marketing\/retrospectiva-2022-as-marcas-mais-criativas-do-ano\">most creative brands of 2022<\/a>. They stood out for their purposes, ideas, and flags (everything to do with what we are talking about, right?).<\/p>\n<p><em>Brahma<\/em> &#8211; appreciation of the Brazilian identity<br><em>Burger King<\/em> &#8211; games and series, colabs, on and offline actions<br><em>Guaran\u00e1 Antarctica<\/em> &#8211; support to sports with humorous actions with soccer players, influencers such as coaches, fans and &#8220;intervention&#8221; in the soda&#8217;s flavor to bring luck to the national team, its friends and family<br><em>Ita\u00fa<\/em> &#8211; emotion with baby Alice and Fernanda Montenegro, gamer universe, sponsorship in face-to-face events (RIR) and of the soccer team<br><em>Mercado Livre<\/em> &#8211; diversity and social impact with support for movements such as Feira Preta, artists such as Djonga, T\u00e1ssia Reis and Pabllo Vittar, and encouragement of sports with a partnership with the Gol de Letra Foundation<br><em>McDonald&#8217;s<\/em> &#8211; actions at BBB, with artists (besides Tite and Luva de Pedreiro) presenting how they consume their snacks and famous people&#8217;s audios being sent through M\u00e9qui Zap<br><em>Netflix<\/em> &#8211; releases with bets on nostalgia, facts like the moon eclipse, colabs, activation of Wandinha&#8217;s &#8220;Little Hand&#8221; scaring people in town etc.<br><em>Nubank<\/em> &#8211; playful look to the future (Emicida as spokesperson), motivational\/dreams (World Cup sponsorship) and creation of a sweepstakes tool (7MM customers participated)<br><em>Santander<\/em> &#8211; indebtedness and debt renegotiation were the elected themes (with testimonials from ex-BBBs), besides investment in gamers<br><em>Spotify<\/em> &#8211; various colabs with partners like Cabana Burger, iFood and Kibon, playlists associated with users&#8217; location, podcasts<\/p>\n<p><strong>It is important to leave here a big and important warning: narratives affect results. But if the discourse is far from the practice of the brand, no manifesto, no baby, no pet, no smile, no flower can solve the problem. Perhaps that is the big difference these days. A storytelling does not hold reprehensible behavior.<\/strong><\/p>\n<p>But! In the event of a mistake, a quick, honest and structured apology can change everything. And life will move on. Time, almost always, is a good friend.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-f51f5f9 e-flex e-con-boxed e-con e-parent\" data-id=\"f51f5f9\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-5f67a7d e-con-full e-flex e-con e-child\" data-id=\"5f67a7d\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-ce463cc elementor-widget elementor-widget-heading\" data-id=\"ce463cc\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Beyond brands, are leaders expected to be good storytellers? Do you think this changes the way your brand is received and interpreted?\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-5f31f39 e-con-full e-flex e-con e-child\" data-id=\"5f31f39\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-996c761 elementor-widget elementor-widget-text-editor\" data-id=\"996c761\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Yes! Today brands and their leaders go hand in hand, LinkedIn is there to not let us lie. Besides them, their employees have also entered this virtuous circle. This is one of the biggest trends of 2022: employer branding. Companies have realized that their biggest advocates are in-house. And they are structuring themselves to provide them with recognition and content to be shared. It is good for everyone, attracts sympathy, and helps build the &#8220;employer brand&#8221;. Without looking like an advertisement.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-91b518a e-flex e-con-boxed e-con e-parent\" data-id=\"91b518a\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-3a88dbf elementor-widget elementor-widget-text-editor\" data-id=\"3a88dbf\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h5 style=\"font-size: 30px; margin-bottom: 0;\"><em>&#8220;It is important to leave here a big and important warning: narratives affect results. But if the discourse is far from the practice of the brand, no manifesto, baby, pet, smile, or flower can solve the problem. Maybe this is the big difference these days. A storytelling does not hold reprehensible behaviors.&#8221;<\/em><\/h5>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-0522a6a e-flex e-con-boxed e-con e-parent\" data-id=\"0522a6a\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-a8da1b2 e-con-full e-flex e-con e-child\" data-id=\"a8da1b2\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-2f9d370 elementor-widget elementor-widget-heading\" data-id=\"2f9d370\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">For those who work with marketing inside a company, what tips would you give to familiarize themselves with this concept?  \n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-86e9cc0 e-con-full e-flex e-con e-child\" data-id=\"86e9cc0\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-c335ced elementor-widget elementor-widget-text-editor\" data-id=\"c335ced\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>I would give the tips that I give to my dear students in the COPPEAD classes. These links are worth gold!<\/p>\n<p><a href=\"https:\/\/medium.com\/the-mission\/why-leadership-equals-storytelling-71877abfe1f0\">Why Leadership = Storytelling<\/a><\/p>\n<p><a href=\"https:\/\/medium.com\/galvanize\/pixars-rules-of-storytelling-applied-to-product-managers-ux-designers-420cec0a18a6\">Pixar&#8217;s Rules of Storytelling Applied to Product Managers &amp; UX Designers<\/a><\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-9727a25 elementor-section-stretched elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"9727a25\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;stretch_section&quot;:&quot;section-stretched&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-235e2cb\" data-id=\"235e2cb\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t<div class=\"elementor-element elementor-element-e8a4995 e-flex e-con-boxed e-con e-parent\" data-id=\"e8a4995\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-1076359 e-con-full e-flex e-con e-child\" data-id=\"1076359\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-759b94e elementor-widget elementor-widget-heading\" data-id=\"759b94e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">What good examples of storytelling for brands are out there?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-575f4a6 e-con-full e-flex e-con e-child\" data-id=\"575f4a6\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-1aed127 elementor-widget elementor-widget-text-editor\" data-id=\"1aed127\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Ah, there are many links with lists! I will share <a href=\"https:\/\/blog.gwi.com\/marketing\/10-powerful-examples-of-marketing-that-works\/\">this one<\/a> and give my like to <em>Dove<\/em>, which has been building such a beautiful storytelling that it is worth our applause.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-62e76a5 elementor-widget elementor-widget-video\" data-id=\"62e76a5\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;youtube_url&quot;:&quot;https:\\\/\\\/www.youtube.com\\\/watch?v=z2T-Rh838GA&quot;,&quot;video_type&quot;:&quot;youtube&quot;,&quot;controls&quot;:&quot;yes&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<div class=\"elementor-video\"><\/div>\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-c457830 e-flex e-con-boxed e-con e-parent\" data-id=\"c457830\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-583ca3c e-con-full e-flex e-con e-child\" data-id=\"583ca3c\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-8a0d722 elementor-widget elementor-widget-heading\" data-id=\"8a0d722\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">And finally, where else can we learn about storytelling? Who talks about it?\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-332dc9c e-con-full e-flex e-con e-child\" data-id=\"332dc9c\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-3be46f0 elementor-widget elementor-widget-text-editor\" data-id=\"3be46f0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Fewer people than I would like! But following are two goddesses that will stir your affections. &lt;3<\/p>\n<p><a href=\"https:\/\/www.ted.com\/talks\/shonda_rhimes_and_cyndi_stivers_the_future_of_storytelling?subtitle=pt-br\">Ted with Shonda Rhimes on the Future of Storytelling<\/a><\/p>\n<p><a href=\"https:\/\/www.youtube.com\/watch?v=CdO9a41WUss\">Jennifer Aaker: The Power of Story<\/a><\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Interview with journalist Daniela Pereira. A conversation about storytelling, from its concept to successful real-world applications.<\/p>\n","protected":false},"author":2,"featured_media":10147,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"page_builder":"","iawp_total_views":3,"footnotes":""},"categories":[221,228,136],"tags":[],"class_list":["post-10173","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-interview","category-storytelling-en","category-trends"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Let&#039;s talk about storytelling? &#8212; Studio Venturas<\/title>\n<meta name=\"description\" content=\"Interview with journalist Daniela Pereira. 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