Using Stories to Create Brand Connections
“After nourishment, shelter and companionship, stories are the thing we need most in the world.” Phillip Pullman
I am a consumer and, as such, I'm accustomed to people trying to sell me stuff.
No problem. I get it.
I understand the motivation to move product, and since I work in television, I probably appreciate the ecosystem more than the average consumer. Still, when I look around at the mundane, tired, and (dare I say?) lame marketing campaigns, I'm not impressed.
Please don't scream "SALE" at me or think the latest American Idol single will help. I'm ignoring the pop-up ads and recycling the junk mail. I think when you're trying so hard to be heard, your underlying product isn't worthwhile.
I only hear noise.
However, sometimes an ad catches me off-guard and leaves an impression.
This holiday season, a British company, John Lewis, is the one getting my attention. In fact, for the past several years John Lewis's innovative Christmas spots have been the most original and engaging I can recall.
They tell a story. They appeal to your emotion. They make you feel good about the brand.
Maybe I just have a thing for snowmen, but I think this spot is brilliant.
Take a look.
Making an ad like this requires more than throwing a few ideas on a whiteboard. This kind of creativity comes from blood, sweat, and tears.
Are you working on anything that feels a little flat? Check your storyline to see if it's engaging.
Do you have a project or message that doesn't seem to stick? Odds are, you need to improve the story.
Spend time crafting your story to find connections. You might just "give a little more love this Christmas."