ONCE UPON A TIME...
"We know that rational demonstrations have very little impact on people. To be effective, reason must meet emotion." (Gérard Noiriel), that's the whole point of "storytelling". All the power of the story - the age-old art of telling stories.
From the Epic of Gilgamesh, humanity's first written work, to Homer and his legendary texts of the Iliad and the Odyssey, to the present day, men have always told their stories, an urgent need to tell, to tell oneself, to transmit, to connect.
TELL A STORY
Your communication must be narrative, tell a story.
Logic, discourse and pedagogy are necessary, they touch reason. While the story first touches emotion, it is intended to arouse "adhesion" and "desire".
This story must be expressed in all aspects, in all the “signs”, in all the components of your communication: logo, website, Facebook page, products, speeches, music...
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