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.