• 30.06.2017
    • Ikona kategorii
    • Superstory

      FIRSTLY… Paweł Tkaczyk is skillfully showing us the truth that is seemingly obvious but still neglected – creating good stories is an art you can master. Talent is necessary, of course, but without knowing the craft, you’ll be acting blindly. If you’d rather be effective – of course you would! – you need to know […]

    • 19.05.2015
    • Ikona kategorii
    • Fashion session, wrap up your brand in a story

      YOURway Project Narrative marketing is currently believed to be the most effective image building method by many experts. The world’s largest brands make conscious use of that technique, gaining a serious competitive advantage. This is a proposition for companies looking for state-of-the-art solutions, who want to be heard and not drown in the sea of […]

    • 12.09.2014
    • Ikona kategorii
    • Tell me your story

      This is the question asked by Dr Jacek Wasilewski, expert on rhetoric at Warsaw University and juror of the Szpatly Roku Custom Press Association competition, whenever he advises brands. Good storytelling is the basis of contemporary marketing. Robin Hood, David and Goliath, Tom and Jerry… These are not just cartoon characters, but also corporate stories. […]

    • 04.09.2014
    • Ikona kategorii
    • Image in action – storytelling

      Why do companies need storytelling? There are several reasons. First, people comprehend the world in a narrative way. We are not a catalogue of values or a set of impulses. We need the world to make sense and stories are a good way to achieve this. We generally don’t like hard work, but if we […]

    • 11.01.2018
    • Ikona kategorii
    • Create your own newsroom

      People nowadays tend to avoid typical advertisements. We feel like someone is trying to palm us off with something wherever we go, and we treat content by huge corporations with suspicion. Polish people are one of the most suspicious and wary, as one more time we have been first among the nations using adblockers (according […]

    • 25.10.2017
    • Ikona kategorii
    • How to avoid producing garbage content – advises Shane Snow

      We create 211 million pieces of content per minute. 70 percent of it is completely useless. Only 5 percent of brand content gets 90 percent of attention. But that’s a good thing! The creation of poor quality content is the best proof that the content marketing sector is growing and beginning to mature. It was […]

    • 25.10.2017
    • Ikona kategorii
    • Stories in business, according to Pixar

      For more than 25 years Matthew has been creating stories which make us cry, such as „Ratatouille” or „Inside Out” by Pixar Animation Studios. I was going to write about what he said and how he spoke, but I found his speech from the end of May this year on YouTube, which is basically the same […]

    • 27.04.2015
    • Ikona kategorii
    • Inside consumer’s head

      MARIUSZ NOWIK: “Selling the invisible – Customers in a store… with no goods” – Your speech at the Power of Content Marketing 2015 conference will be about product storytelling. Has marketing reached the point where an invisible story about a product is more important than the product itself? PAWEŁ TKACZYK: We didn’t have to reach […]

    • 12.09.2014
    • Ikona kategorii
    • Editing lesson

      The worst thing is when you’re not enthusiastic about the piece whose author believe it to be complete and finished. Forget enthusiasm. Try to change a single punctuation mark, change the melody of a sentence, and you’re unleashing demons! What should you do? Don’t give up, try to educate, and… cut it! Lesson 1 Give […]

    • 03.09.2014
    • Ikona kategorii
    • Candy Girl

      1. It was another ordinary day. People were heading to work at one of the leading American IT companies. A long black limo swooshed by and parked on the other side of the street, opposite the impressive entrance. The CEO got off. He was actually one of the company founders. He usually took the stairs […]