Storydoing is also evident in the design of campaigns and

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And people are only interested in participating if a brand appears authentic and not only tells its story, but lives it. Storydoing, applied to a company, means: The story is at the heart of the company and is built into all products and services. The company not only formulates a commercial goal, but also goals that go beyond that. With its brand story , the company not only defines the “why” - i.e. why they do something - but also what they are fighting for and against.campaigns: The brand addresses a social issue: a company does something that encourages people to talk about a topic (insight stories) A story is performed and encourages participation (events, campaigns) Man with wings in the desert Take off with storydoing.

Storydoing vs. storytelling Back in 2013, Co:collective published a project that assigned Special Data companies to storytelling and storydoing and compared the respective data with each other. According to co:collective, 6 factors are essential for storydoing: There is a story The story has goals that go beyond commercial ambitions A clear opponent is defined in the story The story is used to take action within the company A few iconic, transformative actions have been defined that the company is focusing on People outside the company take part in the story Ty Montague from co:collective briefly discusses the differences in the following video: Building on this, co:collective divided these companies into storydoing and storytelling, among other things.



Co:collective analyzed the companies' financial data, social media data and paid media data. The result was that storydoing companies were more successful in all areas than traditional storytelling companies. The difference was particularly strong when it came to mentions on social media: Storytelling or storydoing? Get the popcorn ready, storydoing competes against storytelling. According to co:collective, the winner has already been decided: Storydoing. But is it really that clear? If we get very specific, then storydoing is a part of storytelling that enriches brand stories with some interesting components and orients them a little differently.