The articulation of narratives as core business and the maximum control of information in the Digital Age.

1. @ Eitan Rosenthal
publishing-brands
KBA webfed pressphoto: JASON MiLLER/GETTY IMAGES

2. @ Eitan Rosenthal
Or… articulating
narratives as core
business and
exerting control of
information in the
Digital Age.

3. @ Eitan Rosenthal
context

4. @ Eitan Rosenthal
Foto Eitan Rosenthal
while digital businesses take strong
lead in markets,
“Hyperloop" transport concept

5. @ Eitan Rosenthal
… Old economy companies try to revert
their losses.
foto:Victorgrigas cc

6. @ Eitan Rosenthal
Uber, 5 years old, is worth USD 17B or the
same as Hertz and Avis combined.
(after capitalization round in jun/14)

7. @ Eitan Rosenthal
In Brazil the
situation is extreme:
most businesses are
conventional and
national
productivity is low.

8. @ Eitan Rosenthal
Rethinking essential roles inside
organizations is vital for their survival
and success.

9. @ Eitan Rosenthal
what

10. @ Eitan Rosenthal
publishing-brands invent and
control their narratives and stories,

11. @ Eitan Rosenthal
(Would this make any sense a few
years ago?)
© http://www.fastcocreate.com/

12. @ Eitan Rosenthal
… and use them
strategically to
foster innovative
businesses and
initiatives,

13. @ Eitan Rosenthal
... In an environment where information
flows are integrated and ubiquitous.

14. @ Eitan Rosenthal
narratives x
stories

15. "Narrative is a system
of stories that form
a coherent
worldview, helping
people to understand
the way it works."
ASU - Center for strategic communication

16. narratives define positioning, attitude
and style.
“Super Mario” Balotelli

17. They also structure processes: what is
poorly narrated will be badly done.
Charlton Heston / “Os dez Mandamentos”

18. "The power of
narrative is to
connect related
stories at various
levels, allowing a
wide range of events
under its scope."
ASU - Center for strategic communication

19. Icarus - Julie Elven
Stories populate the imagination of people
(and organizations), with a strong
mythological component.

20. In short, narrative
articulate stories to
desired goals or
ends.

21. … While publishing-brands rescue and
reorder stories in an integrated and
intelligent bundle: the narrative.
Foto Eitan Rosenthal

22. @ Eitan Rosenthal
powerful
outspreads

23. Technologically,
narratives integrate
with the cloud and
big data.

24. Data crunching, for example, turn
numbers into stories.
© kentoh / Shutterstock

25. After all,
”Stories are just
data with a soul."
Brené Brown

26. @ Eitan Rosenthal
internal,
external & ‘the
borders’

27. @ Eitan Rosenthal
the traffic of stories and narratives
(which until recently was confused with
advertising),

28. @ Eitan Rosenthal
Angelo Siciliano,“Charles Atlas”
… Establishes the companies’ attitudes,
postures and value propositions.

29. @ Eitan Rosenthal
internal communication, which served as
support to transmit, explaining and
documenting practices and processes…
Assembly Line Packing Grapes for Market / Fresno County Public Library

30. @ Eitan Rosenthal
Are Today the essence
of collaborative
work and knowledge
valuation in the
professional
environment.

31. @ Eitan Rosenthal
In a world where the boundaries between
inside and outside, before solid and
mandatory, melted, blurred…
Foto Eitan RosenthalDeutsches Bundesarchiv cc

32. @ Eitan Rosenthal
… It makes no sense to distinguish the
external communication from the
internal.

33. @ Eitan Rosenthal
The new paradigm
requires radical
changes in
communication
thought throughout
organizations.

34. @ Eitan Rosenthal
voices & ears

35. Social networks multiplied the voices of
individuals and organizations.
Foto Franck Metois

36. Who speaks well stands out.
Who does not… mumbles.
Foto Eitan RosenthalEdgar Bergen / © 1939 Universal Pictures

37. digitalization multiplied the voices of
individuals and organizations.
Digitalization also increased the need
for ears.

38. @ Eitan Rosenthal
Whoever does not
listen gets isolated
and delayed, a
hostage to its own
prejudices.

39. eitan@eitanrosenthal.com / (11) 991 131 771
art: joefreakinrocks
this presentation was originally written in Portuguese