story telling in branding

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Storytelling is big in marketing today.  One flavor espoused by Co-Collective CEO Ty Montague is called Story Doing, a smart improvement.  I’m a fan-boy of doing rather than telling.

HOWEVER. And with me there is always a however when it comes to brand. However, a word that trumps “story” is “strategy.”  Using Mr. Montague’s construct then, a more active and effective form of brand building is Strategy Doing…inelegant though it may sound. Strategy Doing is the fastest way to build brands.

I love a good story. It can be captivating. And memorable. But unless the story adds value to the brand, unless it moves the ball farther upfield with regard to the brand claim and proof array, it may no more helpful than the Three Little Pigs.

Story telling good. Story doing, better. Strategy Doing, bestestest!

Peace.

 

 

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I’m not against storytelling. It’s an important part of my business. When collecting information to build brand strategy I hunt for stories and often tell stories to get others to open up. But in and of itself, a story won’t do shit for a brand. Especially, if it’s off-piste.

Storytelling is a pop marketing topic many brand consultants rest upon.  My “brand-ar” goes off when I hear someone use the term; it suggests they’re blowing marko-babble smoke.

Think of storytelling as the code and brand strategy as the app. The app being the meaningful, useful tool.

Brand strategy done right is about claim and proof — packaged into a discrete organizing principle for product, experience and messaging.

Stories and storytelling are communications tools, not strategy tools.

Peace.

 

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