Thursday, February 28, 2013

Three Ways to Tell Your Brand's Story

After a viewing of the 2013 British Arrow Awards winners, one notices the powerful storytelling of three commercials. Drama, realism and emotion were utilized.

The Guardian chose to employ news to transform a classic story, "The Three Little Pigs" (BBH agency) through drama. Perhaps an everyday occurrence, like a fire, could become exciting through its storytelling. Journalism could be fascinating.

The real life drama of a homeless woman is portrayed in "A Woman's Nightmare." (Publicis Conseil, Paris) The close camera and graininess of the film involve and affect the viewer, as does the interactive quality at the end, when the viewer could choose the film's ending.

Emotion connects viewers to brands. The strong film to promote the Channel 4 Paralympics (4creative agency) stirs us through music and documents the players' struggles. We understand that their difficulties resemble those of athletes without disabilities and applaud them.

These are three means of storytelling which are appropriate to the brands. Through artistry, the brand's values shine. A good story increases consumer interest and ultimately engagement. A few thoughts on branding...

And just for fun: Public Enemy's "Harder than You Think" UK Paralympics version, which boosts their brand's story.

Monday, February 4, 2013

Abraham Lincoln, Account Planner

Ideas come from the most unlikely places.

We decided to see one of the Oscar nominees for Best Picture, "Lincoln."

The film depicts the President strategizing to pass the Thirteenth Amendment, which reminded us of planning in advertising. How could one best solve problems? What qualities are needed?

In the film, President Lincoln evidences many of these qualities.

Empathy: Lincoln understands the plight of African Americans when sympathetically speaking to his wife's maid.

Listening: The President listens with an openness and fairness to constituents who ask for his advice. Knowledge gleaned directly from the source is valuable.

Analysis: After gathering information, he uses it to solve problems from a different angle. He applies a mathematical principle he learned in the past to solve a human problem.

Storytelling: After solving a problem, he explains its solution through an engaging story.

Ideas from history for planners.