director's cut: Story Makes a Brand

November 11, 2004

Story Makes a Brand

화요일 저녁 국제산업디자인대학원(IDAS)의 초청으로 'Story is a Brand'라는
내용의 특강을 하게 되었다.
기업의 CEO들을 대상으로 한 특별과정이라는 특성에 맞추어 그들의 공통 관심사가
분명한 'brand'와 'storytellig'이라는 내 작업의 방법론을 엮어 그간 디자이너로서
필드에서의 나의 경험을 토대로 한 강의이다.
눈빛을 반짝이며 고개를 자주 끄덕이는 '학생' 중의 한 분이 눈에 띄었는데
강의가 끝나고 나서 인사를 건네주시므로 명함을 살펴보니 주식회사 현대백화점의
대표이사이시다. 'Story is a Brand'라는 다소 진보적인 제목의 강의내용을 빠르게
따라잡으실 수 있었던 이유를 알 만하다.
백화점이란 총체적인 'storytelling'의 집합체가 아닌가. 브랜드의 이미지메이킹을
위한 총체적인 'storytelling'이 필요한 곳이 바로 백화점인 것이다.
언제 한번 따로 연락을 주시겠다고 하더니, 바로 몇시간 후인 어제 아침에 전화를
주셨고 다음 주 목요일 아침, 현대백화점의 간부들을 위한 특강을 요청하셨다.

사전에 보내야 할 프로필과 강의자료를 손보다가 조금 더 이해가 수월할 듯 하여
강의 제목을 조금 수정하기로 하였다..

Story Makes a Brand_

'스토리텔링(storytelling)'이란 상대방에게 전달하고 싶은 나의 생각을 '이야기로
만들어 설명하기'라고 풀어 설명할 수 있다. 이는 우리 주변에 늘 존재해 온 하나의
화술, 또는 의사전달 방법인 것이 사실이지만, 최근에 들어서는 복잡다단한 삶을
사는 현대인을 대상으로 한 '브랜드'의 홍보와 마케팅을 위한 전략적 커뮤니케이션의
수단으로 그 진가를 발휘하고 있다.
'전략적 스토리텔링'이란 상징과 의미를 꿰고 있는 은유와 비유를 이용한, 이성과
감성을 동시에 공략하기 위한 창의력과 설득력을 고루 갖춘 고도의 커뮤니케이션
방법이라 할 수 있는데, 무엇보다도 쉽고 재미있게 또한 인상적으로 '메세지'를
전달할 수 있다는 점에서 그 효과를 경험할 수 있다.
뿐만 아니라, '스토리텔링'은 그것이 제품이던 서비스이던 인물이던, 유형 무형의
컨텐츠이던, 그 자체가 하나의 브랜드가 될 수도 있다는 점에서 새롭게 주목해야 할
현대인을 위한 효과적인 '표현과 설득의 방법론'이라 할 수 있을 것이다.

Posted by dreaming at November 11, 2004 06:25 PM

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Comments

'스토리텔링(storytelling)'이란 상대방에게 전달하고 싶은 나의 생각을 '이야기로
만들어 설명하기'라고

Posted by: pizza at November 12, 2004 01:07 AM

Story Makes a Brand

Posted by: pizza at November 12, 2004 01:08 AM

기록은 역사를 만든다

Posted by: 피자배달 at November 12, 2004 01:09 AM

저도 몬가 도울일이 있지 않을까여?
함ㄴ 생각해 보세여!~

Posted by: 피자 at November 12, 2004 01:10 AM

Baf와의 작업~

나는 피자배달이다~

과거에도 지금도 앞으로도~

난 Baf와~

2004년 9월인가~ 8월인가~ 벌써 기억이 잘 없다~

함께 작업을 했었다~

영계~ 빛을 쫓는 사람들~ 피자배달~ 사진 그리고 영상~ 김진혜 갤러리~ 오프닝 이벤트 모하비 공요ㅕㄴ~ 그런 전시였다~

그리고 지금 미완을 고한다~!

미완의 피자배달~ 전시 인사동 김진혜 갤러리 ~ 10일~

홍대에서

피자배달

^^0^^

ps. 저 홍대로 이사왔네여~ ㅁ^^

Posted by: 피자배달 at November 12, 2004 01:14 AM

하하.. 따끈따끈 신선한 피자배달님..!

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