STORYTELLING FOR COMPETITIVENESS IN EUROPEAN ENTERPRISES – STORYLINES
Storytelling is not usually taught in institutional learning places as career opportunities. The Storyteller is quite a new profession and does not usually have a training background. The project aims at creating a new professionalism based on storytelling for SMEs and corporates in response to the new challenges in the marketing and communication strategies field, via the elaboration of innovative teaching material to target the central element of the chain: the corporate storyteller. Corporate storytelling means “communicating through stories”, creating narrative universes through which being able to arouse emotions in the public and captivate the attention in an emphatic way. Given the fact that storytelling is usually not taught in schools and institutional learning places as career opportunities. The Storyteller is usually considered a creative professional which need to be learned on the field, exposing the potential individual to failure. Moreover, it is a quite new profession which is not implemented in SMEs which have not the capacity to innovate in the communication field.
Kick-off meeting, Bruxelles_Ottobre 2018