September 27, 2019

How Technology Plays a Role in Telling Your Story

Storytelling is a natural component of our daily lives, which is why everyone loves a good story. Stories are fundamental to the human experience, and good ones have the power to resonate with us at an emotional level.

As we have discussed in previous posts, this is exactly why companies are focused on establishing authentic connections with their customers. This is a crucial component of competing in today’s experience economy.

Telling a story with technology helps immerse your guest

Products alone rarely yield success and loyalty. Instead, loyalty is the direct result of crafting superior offerings around the narrative of a premium experience, a vision of future transportation or even a bottle of happiness. The best way to effectively communicate your message is through an impactful story. The type of story that makes audiences feel something they’ll never forget. Fortunately, brands can accomplish storytelling goals through the effective and strategic use of technology.

Technology brings brand stories to life

The latest technology can tell the most compelling stories. Just consider the first three phases of the Marvel Cinematic Universe. For over ten years, audiences watched a serialized tale play out across 23 films. The studio and its storytellers melded excellent writing, memorable performances, and skillful direction with cutting-edge special effects, ever higher resolution formats and unrivalled sound quality. Finally, the end result was a generation-defining set of films that culminated in a history-making box office haul.


Companies should similarly leverage available advanced technology when presenting their brand story. However, it’s important to remember the story comes first; the technology exists to support it. Marvel hasn’t enjoyed a string of seemingly endless success by merely filling the screen with eye-popping graphics. Rather, the studio and its artists used special effects and other AV technologies to drive compelling and emotional narratives of heroism, justice, redemption, and sacrifice.

If you want your brand story to carve out a special place in someone’s memory, your unique content must likewise be well-developed and poignant. It must also be delivered using technology your audience will enjoy.

Creating remarkable experiences with technology

Fortunately, we live in an age where unfathomable technology—practically the stuff of science fiction—actually exists. With the amount of boundary-pushing tech available, you’re bound to find something that perfectly aligns with your unique narrative. One proven method of leaving lasting impressions is by creating immersive experiences that transport visitors from the natural world to one of your own making.

Interactive technology encourages engagement.

Refinements in display technology have enabled the production of incredibly thin, curved, and custom shaped LED and OLED screens. Creatives can use these to construct digital environments bursting with a galaxy of vibrant pixels. Holograms were once the domain of Star Wars, but not only do they now exist, they can also be used to stage virtual concerts so real they nearly fool the eye.

Touchscreen displays go beyond mobile devices. Museums, aquariums and event showcases are also using the technology to make exhibits more engaging with interactive screens. And if you’ve ever seen mesmerizing video projected onto the side of large buildings, then you’ve experienced the wonder of projection mapping.

Immersive experiences are a great way to get guests to engage with your brand.

Building a brand story with immersive environments

Then there’s extended reality (XR) and all its cohorts, including virtual reality (VR), augmented reality (AR) or mixed reality (MR). XR is an umbrella term that encompasses immersive environments that generate human-machine interactions through computer technology and/or wearables.

With virtual reality, there is no creative limit to your storytelling. The technology allows you to insert an audience member directly into the narrative you imagine. Augmented reality may not deliver the same level of total immersion that VR provides. However, brands can use it to enhance engagement by injecting a little virtual reality into the real world. This is usually done via mobile devices.

Click here to listen to a podcast on how augmented reality can make a difference.

Whatever your brand story, there is a wealth of awesome technologies that you can utilize. These will creatively deliver your message in a way that leaves your customers awestruck. These ‘WOW’ moments are made every day by imaginative visionaries. Electrosonic has played a part in many of their creations.

Bringing the story to life with technology.

Partnering with an experienced technology partner

The Electrosonic portfolio spans the globe, with a track record of high-profile attractions. Companies choose Electrosonic for its proven ability to execute even the most ambitious visions to perfection.

With each project Electrosonic’s in-house experts work closely with designers, architects and main contractors to finish projects even under the tightest of deadlines. Electrosonic is not just at the forefront of cutting-edge technologies—it’s team is innovating them to thrill, educate and inspire. If you’ve got a brand story, Electrosonic has the technology and expertise to help you tell it. Click here to learn more.

Maurizio Capuzzo

Maurizio Capuzzo, Electrosonic’s Chief Marketing Officer, fuses the science of data with the art of visual and verbal communication to explain how technology adds value and helps foster innovation. Maurizio writes from a wealth of experience, holding leadership roles in global technology companies as well as possessing a deep understanding of how technology contributes to business growth.