{"id":21929,"date":"2026-10-12T08:00:09","date_gmt":"2026-10-12T06:00:09","guid":{"rendered":"https:\/\/marficom.com\/storytelling-marca-pellicula-infantil\/"},"modified":"2026-10-12T08:00:09","modified_gmt":"2026-10-12T06:00:09","slug":"storytelling-marca-pellicula-infantil","status":"publish","type":"post","link":"https:\/\/marficom.com\/ca\/storytelling-marca-pellicula-infantil\/","title":{"rendered":"Storytelling de marca: el que vaig aprendre veient una pel\u00b7l\u00edcula infantil amb la meva filla"},"content":{"rendered":"

Un dia estava veient \u00abLes guerreres K-Pop\u00bb amb la meva filla. A la mitja hora es va aixecar del sof\u00e0 i se’n va anar a jugar a una altra cosa. I jo em vaig quedar. Sol, davant la tele, amb ganes de saber com acabava.<\/p>\n

Segur que t’ha passat. Poses una s\u00e8rie \u00abper als petits\u00bb i al final ets tu qui demana un altre cap\u00edtol. A mi em va fer pensar. Si una hist\u00f2ria pensada per a nens de cinc anys engresca un senyor amb el cap a l’estrat\u00e8gia d’un client que ha de presentar dilluns, alguna cosa estan fent molt b\u00e9. I potser els ho podem copiar.<\/p>\n

D’aix\u00f2 parlem a l’episodi 573 de Caviar Online, \u00abEl Storytelling 5.0, el Hans Christian Andersen d’avui en dia\u00bb<\/a><\/strong>. Aqu\u00ed ho baixo a terra perqu\u00e8 el puguis aplicar a la teva empresa.<\/p>\n

Per qu\u00e8 els contes infantils engresquen totes les edats<\/h2>\n

Hans Christian Andersen va escriure La sireneta, El petit \u00e0nec lleig i El vestit nou de l’emperador al segle XIX. Gaireb\u00e9 dos-cents anys despr\u00e9s els continuem explicant i portant al cinema. Frozen, sense anar m\u00e9s lluny, s’inspira en La reina de les neus.<\/p>\n

Poques ind\u00fastries es mantenen tant temps a dalt. Els contes que passen de generaci\u00f3 en generaci\u00f3 tenen alguna cosa en com\u00fa. A la primera frase ja saps qu\u00e8 vol el protagonista, de seguida apareix alguna cosa que li ho posa dif\u00edcil i, quan acaba, ja ha canviat. Tot amb frases curtes i repeticions que es queden enganxades: \u00abbufar\u00e9 i bufar\u00e9 i la teva casa enderrocar\u00e9\u00bb.<\/p>\n

Els adults no som tan diferents. El que passa \u00e9s que anem amb pressa i amb el xip de produir posat, i ens creiem que els contes s\u00f3n cosa de nens. Per\u00f2 tan bon punt baixem la gu\u00e0rdia, com jo aquell dia al sof\u00e0, l’estructura funciona igual.<\/p>\n

L’estructura dels contes que pots usar dem\u00e0<\/h2>\n

Hi ha una f\u00f3rmula que es diu \u00abstory spine\u00bb, la columna vertebral d’una hist\u00f2ria. La va crear el dramaturg i improvisador Kenn Adams i es va fer famosa quan Emma Coats, que aleshores treballava a Pixar, la va incloure a la seva llista de regles per explicar hist\u00f2ries. Va aix\u00ed:<\/p>\n

1. Hi havia una vegada<\/strong>… alg\u00fa.
\n2. Cada dia<\/strong>… feia alguna cosa.
\n3. Fins que un dia<\/strong>… va passar alguna cosa que el va canviar.
\n4. Per aix\u00f2<\/strong>… va haver d’actuar.
\n5. Fins que finalment<\/strong>… es va resoldre.
\n6. I des de llavors<\/strong>… les coses s\u00f3n diferents.<\/p>\n

Jo li faig un canvi quan escric per a xarxes o per a la web. Un conte cl\u00e0ssic arrenca generalment (\u00abhi havia una vegada un regne molt lluny\u00e0…\u00bb) i a internet aix\u00f2 \u00e9s perdre el lector abans de comen\u00e7ar. Aix\u00ed que comen\u00e7o pel \u00abun dia\u00bb, per l’escena concreta on passa alguna cosa. Despr\u00e9s dono el context just, i la moralitat la deixo per al final.<\/p>\n

Si tornes amunt, veur\u00e0s que aquest post comen\u00e7a exactament aix\u00ed.<\/p>\n

Storytelling 5.0: no cal explicar tota la teva empresa cada vegada<\/h2>\n

Al p\u00f2dcast en diem Storytelling 5.0, una mica de broma, perqu\u00e8 ja no ens quedaven excuses per no posar-li un n\u00famero m\u00e9s alt que el 2.0.<\/p>\n

La idea de fons va de deb\u00f2. Qualsevol acci\u00f3, per petita que sigui, es pot explicar com una hist\u00f2ria amb presentaci\u00f3, nus i desenlla\u00e7. Un torneig de p\u00e0del, per exemple. O una venda tancada per videotrucada.<\/p>\n

Fem la prova. Imagina que ets lampista. El teu anunci de sempre diu:<\/p>\n

\u00abServei de desembussos 24 hores. R\u00e0pids i econ\u00f2mics\u00bb.<\/p><\/blockquote>\n

\u00c9s correcte i s’oblida en cinc segons.<\/p>\n

Ara passa-ho per la columna vertebral:<\/p>\n

\u00abUn dimarts a les onze de la nit, una fam\u00edlia descobreix que l’aigua de la dutxa no baixa i dem\u00e0 hi ha escola. Cada dia donaven per fet que el bany funcionava. Fins que aquell dia no. Per aix\u00f2 et van trucar. Fins que finalment, en quaranta minuts, l’aigua va tornar a c\u00f3rrer. I des de llavors tenen el teu tel\u00e8fon a la nevera.\u00bb<\/p><\/blockquote>\n

\u00c9s el mateix servei, per\u00f2 a la segona versi\u00f3 el teu client es veu a si mateix i es queda escoltant. Prova-ho amb el que venes tu. Segur que tens un dimarts a les onze de la nit esperant que alg\u00fa l’expliqui.<\/p>\n

Cada part de la teva empresa, un cap\u00edtol de la mateixa hist\u00f2ria<\/h2>\n

Aquesta \u00e9s la part que costa m\u00e9s de veure des de dins.<\/p>\n

La teva empresa explica moltes hist\u00f2ries alhora i en molts llocs. La web, les xarxes, la proposta comercial, el correu de benvinguda, com contesteu al tel\u00e8fon, la postvenda. Fins i tot la factura. Cadascuna d’aquestes peces \u00e9s un cap\u00edtol.<\/p>\n

En qualsevol saga que funcioni, els cap\u00edtols encaixen. El protagonista \u00e9s sempre el mateix, i gaireb\u00e9 sempre \u00e9s el teu client. Tu ets qui l’ajuda a resoldre el problema, la fada bona si vols. El to tamb\u00e9 es mant\u00e9. Si a Instagram ets proper i al pressupost sembles un notari, el lector nota que alguna cosa no quadra, com si a mitja Harry Potter canvi\u00e9s el narrador. I cada cap\u00edtol fa avan\u00e7ar la hist\u00f2ria: la web presenta, les xarxes mantenen la tensi\u00f3, la proposta comercial \u00e9s el \u00abper aix\u00f2…\u00bb i la postvenda \u00e9s el \u00abi des de llavors…\u00bb.<\/p>\n

Et proposo un exercici. Agafa una publicaci\u00f3 de xarxes i un correu comercial de la teva empresa i llegeix-los seguits. Semblen cap\u00edtols del mateix llibre o de dos llibres escrits per persones que no es parlen?<\/p>\n

Si \u00e9s el segon, tranquil, ens passa a gaireb\u00e9 tots. Per\u00f2 ja saps per on comen\u00e7ar.<\/p>\n

El que els contes infantils ensenyen sobre com explicar les coses<\/h2>\n

Aquell dia, quan la meva filla se’n va anar a jugar, ning\u00fa va haver de recordar-me qui era qui ni qu\u00e8 havia passat abans. Ho entenia tot. \u00c9s el primer<\/strong> que m’enduc: una bona hist\u00f2ria s’ent\u00e9n sense context. El teu lector no necessita saber la hist\u00f2ria de la teva empresa des de 1998 per entendre per qu\u00e8 li importa el que li expliques avui.<\/p>\n

El segon<\/strong> s\u00f3n les frases curtes. Una idea per frase. Si encadenes coma rere coma, parteix la frase en dues.<\/p>\n

El tercer<\/strong> costa m\u00e9s d’acceptar: repetir no \u00e9s cosa d’intensos. Els contes repeteixen estructures i frases a prop\u00f2sit, perqu\u00e8 aix\u00ed es recorden. En aquest post ja has llegit tres vegades all\u00f2 del sof\u00e0, i segur que te’n recordes. En la comunicaci\u00f3 d’una marca passa el mateix. Repetir el missatge en tots els cap\u00edtols \u00e9s el que fa que es quedi.<\/p>\n

I l’\u00faltim, el final ha de tancar alguna cosa. Ning\u00fa deixa un conte a mitges. Cada pe\u00e7a que publiques hauria de deixar el lector amb una idea clara o amb un seg\u00fcent pas.<\/p>\n

Preguntes freq\u00fcents sobre storytelling de marca<\/h2>\n

Qu\u00e8 \u00e9s el storytelling de marca?<\/h3>\n

\u00c9s explicar el que fa la teva empresa en forma d’hist\u00f2ria, amb un protagonista, un problema i una resoluci\u00f3, en lloc d’enumerar caracter\u00edstiques. Es tracta que el client s’hi reconegui i la recordi.<\/p>\n

Necessito una gran hist\u00f2ria fundacional per fer storytelling?<\/h3>\n

No cal. Pots explicar la hist\u00f2ria d’un sol producte, d’un esdeveniment o d’una venda concreta. Moltes vegades les hist\u00f2ries petites funcionen millor, perqu\u00e8 s\u00f3n m\u00e9s f\u00e0cils de creure.<\/p>\n

Cal inventar-se hist\u00f2ries perqu\u00e8 funcioni?<\/h3>\n

Les que funcionen millor s\u00f3n les reals. Si no en tens cap a m\u00e0, pregunta al teu equip o als teus clients. Segur que n’hi ha m\u00e9s de les que creus.<\/p>\n

I conte contat<\/strong><\/p>\n

Jo encara penso en aquella pel\u00b7l\u00edcula, la veritat. La meva filla ni es recorda de com acabava. Jo s\u00ed.<\/p>\n

Si vols continuar donant-hi voltes, en l’episodi 573 de Caviar Online<\/a> ho parlem amb Carles amb m\u00e9s calma. Dona-li al play i m’expliques quin cap\u00edtol de la teva empresa reescriuries primer.<\/p>\n","protected":false},"excerpt":{"rendered":"

Un dia estava veient \u00abLes guerreres K-Pop\u00bb amb la meva filla. A la mitja hora es va aixecar del sof\u00e0 i se’n va anar a jugar a una altra cosa. […]<\/p>\n","protected":false},"author":3,"featured_media":21881,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1416,1417],"tags":[108,953,887],"class_list":["post-21929","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-comunicacio","category-contingut","tag-branding","tag-caviar-online-tag","tag-storytelling"],"yoast_head":"\nStorytelling de marca: el que vaig aprendre veient una pel\u00b7l\u00edcula infantil amb la meva filla - Marficom<\/title>\n<meta name=\"description\" content=\"Els contes infantils porten segles engrescant nens i grans. 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