Speaker: Richard Schwab
Richard Schwab is a "mythological consultant", or a consultant who looks at story as a technology connecting all human beings. This technology can be used to aid communication by finding suitable stories to match ideas, metaphorically. Many times beyond that, stories can be honed to match the idea and from there, be made deeply meaningful, clear and memorability to a clients' intended audience.
Richard has worked for a variety of projects with writers, visual artists, performance artists, and filmmakers but also with lawyers, medical non profits, scientists and business leaders, translating their intentions and message into stories which can be easily grasped and remembered by their intended clients. When not engaged in consulting, Richard mentors youth doing work in narrative therapy, where he frequently discovers "new" old stories and can then verify their potency for different intentions. To keep track of this information, he has built and is continuing to develop a search engine of 50,000 'motifs' or patterns in folklore with the Center for Symbolic Studies in New York.
About this Meetup:
Advertising-as-interruption is over. Brands connect to customers by telling engaging and entertaining stories that audiences actually want to hear.
Marshall McLuhan famously wrote in Understanding Media in 1964: “The medium is the message.” These days, the message is the message. The medium is just the carrier.
Marketing has entered the post-advertising age. The new age’s defining feature is this: The only messages anyone will see and hear are the messages they choose to see and hear.
Nearly everyone in marketing understands this at some level. But as any good shrink will tell you, between intellectual understanding and emotional acceptance lies a great gulf. Some are living in that gap at the moment as defenders of the status quo—you know who you are—and are trying to fend off the future as long as they can. They won’t last long, but they may last long enough to waste lots of money.
We’re now in an opt-in culture. The only way to get (positive) attention is to create great media—desired content that is relevant, informing, entertaining and on-brand. Having a brand interrupt a narrative won’t work anymore, whether that narrative is a TV show or a website. The intruding message will be TiVo-ed out of existence, clicked away from, put in the junk folder and ignored. Intrusion is a totally dead model.
This AdTrends Lab is aimed towards inspiring entrepreneurs and business owners to use storytelling in their advertising and step away from the traditional route of just spending money and hoping your marketing campaign will work.
This event will consist of 1 hour Live speaker, 30minutes Q&A.
There will also be a post event networking party.
Hope to see you there.