The Publishing-Brands

@ Eitan Rosenthal

publishing-brands

KBA webfed pressphoto: JASON MiLLER/GETTY IMAGES

@ Eitan Rosenthal

Or… articulating narratives as core business and exerting control of information in the Digital Age.

@ Eitan Rosenthal

context

@ Eitan Rosenthal

Foto Eitan Rosenthal

while digital businesses take strong lead in markets,

“Hyperloop" transport concept

@ Eitan Rosenthal

… Old economy companies try to revert their losses.

foto: Victorgrigas cc

@ Eitan Rosenthal

Uber, 5 years old, is worth USD 17B or the same as Hertz and Avis combined.

(after capitalization round in jun/14)

@ Eitan Rosenthal

In Brazil the situation is extreme: most businesses are conventional and national productivity is low.

@ Eitan Rosenthal

Rethinking essential roles inside organizations is vital for their survival and success.

@ Eitan Rosenthal

what

@ Eitan Rosenthal

publishing-brands invent and control their narratives and stories,

@ Eitan Rosenthal

(Would this make any sense a few years ago?)

© http://www.fastcocreate.com/

@ Eitan Rosenthal

… and use them strategically to foster innovative businesses and initiatives,

@ Eitan Rosenthal

... In an environment where information flows are integrated and ubiquitous.

@ Eitan Rosenthal

narratives x stories

"Narrative is a system of stories that form a coherent worldview, helping people to understand the way it works."

ASU - Center for strategic communication

narratives define positioning, attitude and style.

“Super Mario” Balotelli

They also structure processes: what is poorly narrated will be badly done.

Charlton Heston / “Os dez Mandamentos”

"The power of narrative is to connect related stories at various levels, allowing a wide range of events under its scope."

ASU - Center for strategic communication

Icarus - Julie Elven

Stories populate the imagination of people (and organizations), with a strong mythological component.

In short, narrative articulate stories to desired goals or ends.

… While publishing-brands rescue and reorder stories in an integrated and intelligent bundle: the narrative.

Foto Eitan Rosenthal

@ Eitan Rosenthal

powerful outspreads

Technologically, narratives integrate with the cloud and big data.

Data crunching, for example, turn numbers into stories.

© kentoh / Shutterstock

After all, ”Stories are just data with a soul."

Brené Brown

@ Eitan Rosenthal

internal, external & ‘the borders’

@ Eitan Rosenthal

the traffic of stories and narratives (which until recently was confused with advertising),

@ Eitan Rosenthal

Angelo Siciliano, “Charles Atlas”

… Establishes the companies’ attitudes, postures and value propositions.

@ Eitan Rosenthal

internal communication, which served as support to transmit, explaining and documenting practices and processes…

Assembly Line Packing Grapes for Market / Fresno County Public Library

@ Eitan Rosenthal

Are Today the essence of collaborative work and knowledge valuation in the professional environment.

@ Eitan Rosenthal

In a world where the boundaries between inside and outside, before solid and mandatory, melted, blurred…

Foto Eitan RosenthalDeutsches Bundesarchiv cc

@ Eitan Rosenthal

… It makes no sense to distinguish the external communication from the internal.

@ Eitan Rosenthal

The new paradigm requires radical changes in communication thought throughout organizations.

@ Eitan Rosenthal

voices & ears

Social networks multiplied the voices of individuals and organizations.

Foto Franck Metois

Who speaks well stands out. Who does not… mumbles.

Foto Eitan RosenthalEdgar Bergen / © 1939 Universal Pictures

digitalization multiplied the voices of individuals and organizations.Digitalization also increased the need for ears.

@ Eitan Rosenthal

Whoever does not listen gets isolated and delayed, a hostage to its own prejudices.

[email protected] / (11) 991 131 771

art: joefreakinrocks

this presentation was originally written in Portuguese