The Storytelling Lab Using the ABT Framework to Stand Out as a Thought Leader with Park Howell
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Mar 4, 2024 Park Howell, a storytelling expert with nearly 40 years in advertising and the founder of an ad agency, shares his insights on making brands stand out. He introduces the ABT (And, But, Therefore) framework, a powerful tool for simplifying complex messages. Howell emphasizes the importance of clear narratives to combat audience boredom and discusses crafting purpose-driven stories that connect authentically. He explores how agile communication can elevate branding and highlights the necessity of clarity and uniqueness to thrive in a competitive market.
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Intuitive Storytelling
- Park Howell ran an ad agency and noticed a difference in campaign effectiveness.
- One successful Goodwill ad had an intuitive story structure, while a less effective one lacked it.
Shifting Influence
- The rise of e-commerce and social media changed advertising, shifting influence from mass media to individuals.
- This shift necessitates understanding story structure to cut through the noise and connect with audiences.
Effective Storytelling
- Avoid focusing solely on exposition and include complications or problems to engage the audience.
- Center stories on the audience's perspective, not the storyteller's, and focus on outcomes, not offerings.