Once upon a time advertisers were the key storytellers of brand image. Now, with competition to reach further audiences, the “big data push” has seen Pixar, Framestore and Jonathan Ross recently discuss marketers’ ability to use technology to move past the masses towards relevance and value. The Drum Network asked it’s members this question – is it really the end for brand stories? Or will there be a happily ever after?
Neil Stanhope, Managing Director and Founder of Underscore, comments:
Personally I think Jonathan Ross makes a valid point in that the actual way in which stories are told is not being changed by developments in technology. Ever since ‘upon a time’ people have told stories to communicate and connect with audiences in ways that capture imaginations, illustrate ideas, share values, and simply inspire in a way that cold, hard facts often cannot. Stories can change the way people think, act, and feel, and stories that are personal and emotionally compelling engage more of the brain, and thus are better remembered… and then shared.
In business these audiences could be everyone from employees to customers, with the main difference being that you tell them with an objective, goal, or desired outcome in mind, rather than for entertainment. However the game is certainly changing in its delivery.
Ross also said that ‘going to the cinema is very much a communal experience’ and that is where the difference lies for me. As new devices and channels are morphing content all the time, the key to whether or not your own story ends ‘happily ever after’ will lie in the building in of enough emotional and audience driven layers to ensure the right connection wherever it it is told.
To view the full article: http://www.thedrum.com/news/2015/10/28/vox-pop-end-or-happily-ever-after-brand-stories