Tim Nudd, Adweek
From Shakespeare to Spielberg to Soderbergh, there are only really seven different types of stories - seven archetypal themes that recur in every kind of storytelling.
The challenge becomes finding which one best suits your brand, and then telling it skillfully, believably and - if you’re going to invite customers to join in the story - extremely carefully.
1. Overcoming the Monster
Literary example: David and Goliath
Ad example: Apple’s attack on Big Brother in “1984”
Film example: It’s a Wonderful Life
Ad example: Droga5’s “Day One” of retirement campaign for Prudential
Literary example: Lord of the Rings
Ad example: IBM’s “Predictive Maintenance” campaign
4. Journey and Return
Film example: The Wizard of Oz
Ad example: Corona’s “Find Your Beach” campaign
5. Rags to Riches
Ad example: Johnnie Walker - “The Man Who Walked Around the World”
Literary example: Greek classics
Ad example: PSA’s such as St John Ambulance’s “Helpless” campaign
Ad example: Old Spice Danger Zone
Advertisers are the customers.
When Facebook went public earlier this year, much like television, people were no longer the customers. Brands were. Users simply became product to sell to advertisers.
When analysts spoke of Facebook’s need to monetise the platform, what they were really saying is that Facebook needs to monetise the users.
The product is you.
Consider the human. Humans have limited time, which makes them worry. They want ways to make their life easier, less complicated. They want less clutter. They like new, shiny things. They like information. They like stories. In fact, humans love stories.
As marketers, humans are very valuable to us. But a single human can be subjected to as many as twenty thousand marketing messages a day. That’s not very human friendly.
Humans love stories, not adverts.
When you’re thinking about your marketing plan for next year, when you’re allocating your budget and planning channels; consider the human.
Take some of that budget and hire content producers. Hire storytellers. Start campaigns that put humans first.
Burberry is bringing the best elements of its Burberry.com into its new London store on Regent Street. The aim is to blend the online and offline environments to create a more immersive and intelligent brand experience.
There are floor-to-ceiling screens that wrap the entire store so it can change into a completely immersive video experience at a moment’s notice. RFID chips have been attached to many products so content showing how the product looks, how it has been made and other aspects of the product development story, can be displayed on any of the couple hundred in-store screens.
Burberry has realised that people are interested in more than just buying a product. The customer needs to be part of the story.
Russ Meyer, Fast Company
Google, Apple and Amazon are among the strongest brands of the past decade. What do they have in common? Their brand success can be directly tied to simplicity - to making life easier for their users.
They also adhere to simplicity rules to define their brand experiences:
Amazon: Consider the context
Great brands look to where the brand and the experience fit within their user’s overall life, looking to make not just the experience easier but a user’s overall life easier.
Apple: Go deep
Brands that succeed due to simplicity understand that everything must work together, clearly and seamlessly.
Google: Avoid ‘feature-itis’
Rather than continuing to add incremental features to a brand experience over time, great brands stand firm once they reach a level of simplicity, resisting the urge to add brand bells and whistles.