Maybe because the professor’s entire raison d’être is is to engage you there is always a new name for grabbing your attention. I swear I’ve lived through half a dozen new types of communication trends in twenty years of marketing.
Everyone on LinkedIn, and a few on Twitter have latched onto the latest buzzword: storyteller. Someone call Joseph Campbell. The aversion to existing terms like marketing, communications, and public relations is endemic to the space. There is always the new hotness.
I had not intended to read the trend piece as it’s not news to me that we hire professionals to craft stories about brands. Millennials were the original generation who experienced personal brand building as just one of those things required to get a job.
I am glad I opened it up though as I got to experience a pretty amusing bit of story telling inside the Wall Street Journals mobile application. A most unfortunate creative services choice to place storytelling sponsored content from consulting firm Deloitte.
Who knew that their final form would be not as management consultants but publicists? The remaining new department journalists at the Wall Street Journal definitely were not involved in this.