Brand Storytelling:Creating seamless experiences in a volatile media environment Photo Credit: Olivander (Flickr)
What is the last brand message you remember and where did you see it? You probably can’t remember, and it’s not a surprise. WHY?Photo credit: Toni Blay (Flickr)
Hard Realities For Brands Media Attention is a Messages do fragmentation hard currency not resonate is growing to earn Photo Credit: Freedigitalpohoto.com, Madd0 (Flickr)
The Communication Conundrum Consumers and brands rarely, if ever, walk in the same direction.Messages won’t break through the clutter unless delivered differently. Brands care about messaging Consumers don’t remember brand messages
Marketing Fixes Brand storytelling Reconfigure how we approach the marketing mix
Why Stories Matter “Stories are important cognitive events, for they encapsulate, into one compact package, information, knowledge, context and emotion.” Don Norman, Author, Things That Make Us Smart “The story’s power is twofold: it provides stimulation (knowledge about how to act) and inspiration (motivation to act).” Chip and Dan Heath, Co-Authors, Made to Stick “Services and goods are satisfying only if they deliver the food of human connection. The stories you tell, and the stories people tell themselves about you and your product or service, enhance or minimize your ability to deliver satisfaction.” Annette Simmons, Author, Whoever Tells the Best Story Wins
Speak to the Mind“The eyes are not responsible when the mind does the seeing” – Publilius Syrus • Stories provide context around facts, and context awakens the senses • Attention is a currency – people value their time – and we are willing to give attention to stories Photo Credit: Illuminaut (Flickr)
The Problem All I wanted was a fun story. Somebody please save me. Most brands stories are dull and fail to inspire emotional connections.
Brand Story Test • Industry pros talk about “humanizing brands.” But when was the last time you tried writing a brand story with the brand as a character? Or, better yet, writing a story about how the brand’s audience relates to the brand? • “Once upon a time, brand X…”
Building A Brand Story Gather as much Draft the brand information about story in narrative the brand as form possible Map the brand’s Comprehend the character – the challenges values, attitude, Find the Define the commonalities audience and map between the brand characteristic and its audience
Approach From Two Angles How do Brand both sides Audience match? • Think of the brand as • What is important to a hero the prospect • Define the brand – Functional vs. characteristics as if it emotional needs were a character in a • Match attributes book • Plot vs. themes
Telling The Brand Story Think of campaigns as episodes or chapters – Remember, brand stories are a work in progress It’s time to rethink how the brand story is distributed – Recalibrate the marketing mix – Making sense of the ever-expanding world of media
Thinking in 3D:New Marketing Mix Is Like Layered Cake Augmented Social Mobile Digital Traditional Physical
Story and Design = “Icing” Augmented Brand story and Design Social Brand story and Design Mobile Brand story and Design Digital Brand story and Design Traditional Brand story and Design PhysicalPhoto Credit: Anrea_R (Flickr)
Slicing the Cake: Media Types Shared Owned Paid Organic Photo credit: probonobaker (Flickr)
Through People’s Eyes A consumer’s response or reaction to a brand will always be based on experience Brand Story is a way of creating memorable experiences and integrating facts in a manner that will better resonate if executed well
One last thing…. We are the scribes and narrators of the brand story because as communicators our role is to serve as a bridge between brands and their audiences.
For more information, contact us at 630-932-4242 Presentation developed byMiguel A. Cano, Digital and New Media Director
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