Not all marketers tell poor stories, but most of the "storified" content I see is really lame. Martin Weigel hits the nail on the head: until we confront conflict, our stories will lie flat.
Canalside View: The world beyond 'storytelling', 2016-Apr-24 by Marin Weigel
Murder, oppression, sexism, vanity, alienation, jealousy, rape, abandonment, war, betrayal, envy, loneliness, megalomania, corruption, exploitation, avarice, addiction, revenge, depression, bereavement, seduction, racism, loss of innocence, lust, heartbreak, madness, incest, imprisonment, loss, greed, death, hunger, rivalry, injustice, isolation, desire… this and more is the stuff of great, enduring, insightful stories. Stories that succeed in shining a light into the crevices of the human soul. Stories that illuminate our place in the state things.
Yet anyone who has had to endure the seemingly endless workshop/meeting/brainstorm in which we seek to “align” on a brand’s ‘personality’ attributes and heard descriptors such as ‘opinionated’ or ‘daring” rejected for being “too negative” knows – or has got to face up to the truth – that no marketing department on the planet has any appetite for any of this stuff. The really interesting stuff. The truly human stuff. The stuff of stories.
Conflict? Pfft. Mild inconvenience at best is the stuff of most of adland’s so-called storytelling....
The lack of true conflict reveals advertising’s true intentions. It has little interest in truly exploring the human condition. And here perhaps, is advertising’s greatest departure from the agenda of the storyteller.