May I continue in English here?
The quote above comes from a very interesting discussion I found here.
My question to you:
Is storytelling in a business context today not mostly used as a manipulative corporate communication tool?
Let’s throw in an example of what most people see as good digital storytelling
Good advertsing? Yes. Good marketing? Maybe? Good storytelling? I like to ask you 
Should we be reclaiming of the very term storytelling, from its instrumental and manipulative use in marketing –be it corporate or social– to one of engaging with and understanding the world?
Storytelling is evidently a matter of sharing experiences and construing collective memories and narratives –around a brand, or an identity, or a defined development goal– but it is just as important to learn to analyze and deconstruct these same narratives –the fictional fabric that constitutes society.
Welcome your thoughts.
Tags: definition story, Raf Stevens, visual storytelling
I must have missed the storytelling in the video. I see electronics, I see pictures, I see a giant toy, I see distraction. No storytelling. Frankly, not even digital storytelling.
I am with that storytelling needs to be reclaimed. And…I have been banging that drum for a long time. Storytelling requires me and you. Not me away from you via digital anything.
Face-to-face is an essential component of storytelling. If I can’t see you, one-to-one or even one-to-an-audience, I am not storytelling. I may be acting. I may be selling. I may be performing. But I am not storytelling until I can hear my audience breathe and take in their energy and contributions. That is storytelling.
When we forget that the audience breathes with us and co-creates the story, then our branding is sales or at worst, manipulation.
No where near the actual value that storytelling can offer. But, in all honesty: who claims this is Apple doing some storytelling anyway?
Btw, very nice blog!
My take on storytelling http://www.vue-royale.nl/comments/storytelling_can_jochem_survive_social_media