From the big consumer package goods marketers to the mid-size boutiques to one-man PR shops, “storytelling” is the communications art form of the day. A well-worn pop marketing tactic.
The stories to which most refer are content stories, spun by marketers to get customers to buy. Today, content is a by-the-pound business. Stories are, in fact, buildables — production buildables. Storytelling fills the revenue void of the once lofty high margin TV spot.
I’ll trade you 25 stories, 50 stories, for one powerful brand idea. In terms of value.
That’s what brand planners do. We create big, honkin’, motivating brand ideas. And for brand planners “story listening” is way better than “storytelling.” Sure, I prime the pump by telling consumers a story. The more personal the better. I’m trying to get them to free up insights. Even strangers free up when you are real with them. I’ll show you mine… You’ve got to give to get. Brand planners are good at quant but great at hearing stories fertile with brand meaning. Consumer stories that set off alarms in planners’ heads.
All you storytellers out there – you creative, biz/dev. and agency positioning types – go on and do your storytelling thing, but remember how you get the strategy for those stories. By listening.