Storytelling in the post advertising age.

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.

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  • A former member
    A former member

    didn't live up to the billing. this talk was light on substance, and could've been given years ago without the "post advertising age" wrinkle.

    May 31, 2013

    • Mauricio R.

      completely agree. There was no attempt to tie it back to digital or mobile advertising.

      May 31, 2013

  • Bob K.

    Surprisingly interesting subject. Much better than the average meetup fare.

    May 31, 2013

  • A former member
    A former member

    Excellent! Great information and inspiration. I have 2 pages of ideas to implement for my clients!

    May 30, 2013

  • Sedef

    I will also have to miss it this time around.

    May 30, 2013

  • Rich

    Can't make it! If there is an opportunity to have someone else in my place-- not sure if you're at full capacity.

    May 30, 2013

  • A former member
    A former member

    Will bring one guest.

    1 · May 30, 2013

  • Matthew S.

    Really, Really looking forward to this!

    1 · May 24, 2013

  • Shahnaz

    Would have loved to make it but am traveling tomorrow and got crunched for time - hope to make the next event and make up for missing this one!

    May 2, 2013

  • Brad Y.

    Looking forward to the meeting on May 30th. If there is a dedicated Twitter hashtag for this event, let's get it going to promote the hell out of this event.

    Any ideas on where the event is going to be?

    1 · April 26, 2013

    • Brad Y.

      Happy Monday eh? Kinda rainy and such but hell, not a bad Monday at all Ms. Kavanagh.

      1 · April 29, 2013

    • Anne

      Suns out now though Brad :)

      May 2, 2013

  • ElectricJazzyJANET aka ".

    Do we wear business attire for this event?....because Wicked Willy's is a party place.

    May 1, 2013

    • Anne

      Hello Mignon... We are open to whatever you want to wear :) although I'm assuming people will be coming from work. We'll be there early so the place won't be party central and we have a private space in the back with a nice big screen :) Looking forward to meeting you.

      1 · May 2, 2013

  • Bob K.

    I'm interested to see where this group goes with things. Let me know if I can promote. I have a very popular markting podcast.

    April 26, 2013

    • Bob K.

      Always willing to do an interview. Love a link to find your show.

      April 29, 2013

    • Anne

      I haven't launched it yet in the midst of recording content. I'll message you my email and we can chat :) thanks

      April 29, 2013

  • Melinda P.

    I'm a single mom...this time is no good for me.

    April 25, 2013

    • Anne

      Sorry about that

      April 29, 2013

  • Rich

    Hi all, happy to have just joined here. Although I won't be at the meet up on Thursday, I will make sure I'm at the next one. Thanks to Anne Kavanagh for starting up such a great group!

    1 · April 25, 2013

    • Rich

      Ha! Ive been so crazed preparing for a client trip in Tuscany, I thought it was next week. May 30th works-- let me know if there's anything I can do.

      April 26, 2013

    • Anne

      Oh nice, lucky you no better place to go for a meeting. I may take you up on that. :) safe travels.

      1 · April 29, 2013

  • Attila B.

    Hi all, I am happy to join the group. Just 100% in line with what we believe in build our company around. I wish I could be there at the event. Check out this article I have recently come across: http://techcrunch.com/2009/03/22/why-advertising-is-failing-on-the-internet/

    April 26, 2013

    • Anne

      Interesting article...very valid points! Thanks for sharing!

      April 26, 2013

    • ElectricJazzyJANET aka ".

      Wow Eric Clemons really has no faith in advertising on the net.

      1 · April 27, 2013

  • Andre K.

    Hi, I am happy to join the groupSo it’s all about change. But how to change and into what.

    1 · April 26, 2013

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