Storyscaping: Stop Creating Ads, Start Creating Worlds

258 Pages·2014·6.57 MB·English

by  Gaston Legorburu

S T O R Y S C A P I N G
STOP CREATING ADS, START CREATING WORLDS
Gaston Legorburu & Darren McColl
SapientNitro
Cover image and design: John Starr, SapientNitro
Illustrations: Ariel Bellumio, Jorge Viera, Andrew Lopez, Rafael Jimenez, SapientNitro
Infographics: Francis Ferrazza, SapientNitro
Photography: Antonio Caballero, SapientNitro
This book is printed on acid-free paper.
Copyright © 2014 by Sapient Corporation. All rights reserved.
Published by John Wiley & Sons, Inc., Hoboken, New Jersey.
Published simultaneously in Canada.
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10 9 8 7 6 5 4 3 2 1
C O N T E N T S
Acknowledgments vii
About the Authors viii
PART ONE 1
Great Storytelling Alone Won’t Save Your Business
00 3
INTRODUCTION
01 17
FROM THE CAMPFIRE
Making Sense of the World through Story
02 35
YOUR FIRST KISS
Harnessing the Power of Experience
03 55
BRAVE NEW WORLDS
Moving from Storytelling to Storyscaping
PART TWO 77
Storyscaping Immersive Experiences for Powerful Brand
and Consumer Connections

04 THE STORYSCAPING MODEL 79
Deciphering the Code to Creating Worlds
05 POWER OF WHY 91
Unlocking Your Organization’s Purpose for Increased Brand Value
06 WALK THE WALK 107
Driving the Authentic Brand Behaviors That Fuel Business Growth
07 INSIGHT TO DESIRE 125
Understanding the Values and Aspirations of the Consumer
08 IN THEIR SHOES 143
Using Ethnography to Understand Consumer
Engagement and Buying Insights
09 165
THE ORGANIZING IDEA
Inspiring Experiences That Change Behavior and Drive Transactions
10 181
MEET YOUR STORYSCAPE
When Your Organizing Idea and the Experience Space Soulfully Meet
11 199
WORLDS THAT SELL
Constructing a Storyscape That Is Sensing and Adaptive
12 219
SHOCK YOUR CULTURE
Creating an Environment That Is Conducive to Great Storyscaping
231
References
241
Index

ACKNOWLEDGMENTS
The truth is, although we gave birth to the term Storyscaping during a client
conference, the whole concept had been forming in our halls for years. This was
hardly a bolt from the blue. In no way do we claim to be the sole architects of
this thinking. What we did was play the role of curator, connector, and craftsperson.
Credit goes to Laura McFarlane, who had been working for years on the concept
of the “experience space”; Dr. Todd Cherkasky, Dr. Rick Robinson, and John Cain,
who taught us all the power of ethnography; Sheldon Monteiro, who showed
us how to leverage technology in order to enable amazing experiences; Donald
Chestnut, for insight into the world of experience design and innovation; and the
entire and wonderful team at SapientNitro, who have helped challenge, test, and
evolve the perspective and practices in so many ways and on so many levels.
Also, to our clients, who inspire us to challenge convention and change the game
every day. And, of course, to Malcolm Poynton, who had been preaching to all
of us to stop using a period and the end of every TV spot and start using the all-
mighty comma.
Special thanks goes to Alan Herrick, Bill Kanarick, and the rest of our
leadership team, who encouraged us to write this thing in the fi rst place and to our
passionate and brilliant team, without whom this book would have been nothing
but an idea: Kiran, for project managing absolutely everything; Liz, for your calm
and inspiring team management; John, Ariel, Jorge, Andrew, Rafael, and Francis
for our fantastic cover, images, and design work; Sarah, for her words of wit and
wonder; Sopurkha, for her editorial wizardry and spiritual balance; and Michelle
and Dana, for managing our world and ensuring we had time to write.
And fi nally, to our loved ones, Amanda, Michelle, and Little G, who have
provided unwavering support and understanding throughout.
vii
ABOUT THE AUTHORS
Gaston Legorburu
Worldwide Chief Creative Offi cer
Gaston Legorburu sets the strategic and creative
vision for SapientNitro and its integrated marketing,
brand communications, and commerce services.
He has a passion for redefi ning how brands and
consumers connect. This key focus has been
instrumental in expanding SapientNitro’s success
beyond its deep digital roots. Today the agency is
breaking traditional barriers and has evolved to become a trusted brand steward
for some of the world’s top brands.
Recognized by Adweek and Ad Age as a game changer who is modeling the
agency of the future, Legorburu is known for constantly challenging the advertising
industry to evolve its thinking and its actions toward real connections that create
experiences and build real relationships among real people.
Since cofounding Planning Group International (PGI) in 1992—now the
core of Sapient’s Miami presence—Sapient turned industry heads when it became
the fi rst interactive agency to acquire an above-the-line shop, Nitro Group, and
quickly gained global acclaim with the award-winning “Best Job in the World”
campaign.
Legorburu has been a driving force constantly working to evolve
SapientNitro into a new breed of storyteller for an always-on world. Our unique
Storyscaping approach and Idea Engineering framework mixes multidisciplinary
teams of strategists, creatives, and technologists who reshape traditional brand
viii storytelling into immersive experiences where consumers and brands truly connect.