Previously, I’ve written about the progress of Marketing and Communications over time (Marketing Era’s; From-functional-to-aspirational-to-meaningful-economy). One might argue that such definition of trends and cycles is outdated even irrelevant, since the pace of change in society and culture today is so fast, things move on before we can even discuss them. But, I still believe it is worthwhile to scope out the landscape we are working in, if for nothing else, just to know its modus operandi. Also it is worthwhile (1) to understand the changes in people’s behavior and how to deal with them (policies, products, conversations). (2) To understand the effects of these changes and how to navigate the future. After all, the intelligent brand/ corporation is one who can adapt and be ready for the future.
With that in mind, I believe that the current cycle is one of conversation / experience. More than that, it is one where stories shine. If we consider the rise of WordPress, tumblr, wordpad and even Pinterest and Instagram, I believe one thing they have in common is the idea of sharing our ‘stories’ with people. Even when we tweet we are sharing a ‘story’ of sorts.
Thanks to (as a result of) the digital revolution, people have become accustomed to giving moremedia more of their time. People spend short – sometimes long – chunks of time engaged in watching videos (Vimeo, youtube), reading (slideshare, blogs, facebook and twitter links), playing games (with all the emotions they involve). Only an interesting ‘story’ makes people do that.
If you look at the print ads below (source: Archive magazine vol.3 2012), you will see that they tell interesting stories. They engage people with an introduction, main plot and conclusion of sorts.
The notion of stories in marketing is not new. But what I believe is important is the way we look at stories from a brand viewpoint.
A brand story is not just a manifesto. Everything the brand does is part of its storyline. And unlike in the past, the ‘storyline’ doesn’t need to continue identically through all communication touchpoints. In fact, we can consider all touchpoints and all aspects of the brand as having unique stories with unique sub-plots, characters and settings across all touchpoints. They don’t all need to look or feel or sound identical. As long as they tell the story in total. At different points in time, one outweighs the other (see diagram below).
So next time you’re briefing your agency, make sure they understand and have a plan to tell your brand story though various touchpoints and that each touchpoint has its own engaging story and emotion. That’s what we do for our brands 😉 It’s what keeps our work fresh, intriguing and interesting.
Author: Brenda Kassir