by Silvia Vergani | Sep 4, 2018 | Storytelling
Remember that strange déjà vu feeling when you are watching a movie, or reading a novel? It might not be just an impression, as recent studies demonstrated that most fictional stories are based on six recurrent plots. Vladimir Propp had already told us: if taking a...
by Silvia Vergani | Jul 30, 2018 | Corporate Communication, Storytelling
In the smartphone and digital technology age, we are forced to be quick, efficient, agile. But, when speed becomes extreme, a renewed call for slowness sticks out. And marketing turns slow too. Professor Lamberto Maffei, one of major international neuroscience...
by Silvia Vergani | Jul 10, 2018 | Misinformation, Storytelling
Fake news grow on the Internet and social media up to six times quicker than reliable news. But far more worriesome is the increasing polarization of online information, and the confirmation bias that lets people believe only what confirms their preexisting...
by Silvia Vergani | Jun 11, 2018 | Storytelling
There are places that are themselves stories to be told. Others may originate stories, but need a careful work of construction and filing. A few days ago Torino welcomed Nuvola Lavazza, the project designed by Cino Zucchi to showcase Lavazza’s values, history...
by Silvia Vergani | Jun 5, 2018 | Storytelling
Marketing and advertising don’t necessarily head towards the future. A lot of brands play with nostalgia and bring past products, characters or phenmenon to a second life. And results are not at all disappointing. Fashion knows it for sure, having teached it...
by Silvia Vergani | May 22, 2018 | Storytelling
Frighten, move, make responsible, reward, excite. Social communication tried to address its target audience in different ways, and today it needs to innovate its language to engage people who tend to donate offhand using smartphones. It all starts from an evidence,...
