Storytelling vs. Crescendo Building

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Storytelling in advertising and marketing is the haps. The narrative. The customer journey. These approaches refer to getting consumers onboard without direct selling. Direct selling being “me, me, me” advertising versus storytelling which is you, you, you — always a more thoughtful approach. An approach much harder to get funded by marketing officers.

Agencies like storytelling because it creates buildables. Video is big. A friend of mine with a women’s sneaker company tells me “everyone keeps calling trying to sell me video.” BBDO has a Lowes Vines story on its website, boasting of effective 6 second Vines videos that only cost Lowes $5,000.

I’m down with storytelling. And video. And the digital journey through an assortment of buildables. But I’m more down with strategy. Or moving consumers to the moral of the story –what one feels about a brand as a result of all the work. And it’s not just a click or a product purchase, it’s the why. I bought a Coke because I wanted refreshment. I bought a Krispy Kreme donut because I deserved a treat.

Story telling is good but branding is more like crescendo building. Moving custies closer to full on purposeful love. Geico, could take a note or two here. Peace.