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Welcome to Story Craft and a brand new year. Marketing for entertainment technology is the game we play at Neology. It’s a multi-player game in an ever-changing world. It keeps us on our toes and makes us want to blog about it.
In this blog, we share our insights, experiences and case studies — those head-scratching and “eureka” moments — about how we help entertainment technology companies strengthen their brands and subsequently increase their revenue. As we arm our clients with the right tools to do the job, we spend a lot of time ruminating on brand building and the essential storytelling that goes along with it.
Same old story?
As I stated in an earlier post in August 2010, storytelling in marketing ain’t new. Marketing in its earliest form was based on the sharing a compelling stories with a potential customers. The goal was then, as is now, to create an emotional reaction in the customer, an urgent desire, which could only be fulfilled by purchasing the product or service. What’s different is that in ancient times, the audience could take part. Somewhere along the way, we as storytellers forgot how to impart stories that invited interaction.
As work winds down for the holidays, it’s given me some time to wrap my head around 2010, and all that has happened in the video games market. Here are some general impressions that strangely, raise more questions than answers.