Narrative Assets

Rewriting The Story Of Brand Tiger

My father was no Tiger Woods, but he did share one thing in common with the golf legend - his passion for women. While my father's story had little in common with Woods, the effect of his actions on what many thought to be the perfect family had similar repercussions.

Which leads me to the inevitable question: Why would someone who seemingly has it all - the perfect family, wife, kids, lifestyle and career - risk it all on a fling?

 

Scott Bedbury (of Nike and Starbucks fame) said that a great brand is "an emotional connecting point that transcends the product." To Bedbury, a great brand is a "story that's never completely told" - a metaphorical story in essence that's constantly evolving. If this is true, then brand Tiger is a true brand as the plot continues to unfold with new allegations of infidelity appearing on an almost daily basis.

In the world of PR and crisis management, experts know that the best way to face the public in the wake of scandal is to address things head on - and quickly. The fact that Woods has made himself scarce only feeds the tabloid machine and leaves room for future speculation.

Will this type of behaviour and reaction damage brand Tiger and affect his current and future endorsements? Noone knows for sure, but the gaps and inconsistencies in his reaction to the "crisis" leave room for others to rewrite the brand story. It's up to Woods and his team to deal with the situation and present it in the best possible light. If not, fans and the media will take it upon themselves to write (and possibly finish) his brand story - a chance he shouldn't be willing to take.

From a brand perspective, do you think Woods has taken appropriate action to defend his reputation and brand? If a true brand tells a story, then how would you deal with this issue to present the story in the best possible light?

Don't Mess With Mickey: Disney To Give Iconic Brand A Makeover

Today is the 81th birthday of Mickey Mouse. Brand icon to generations of children, Mickey captures the essence of youthful playfulness and imagination. Loved the world over, Mickey Mouse has been a goldmine for Disney and enterprising retailers eager to profit from the brand's success.

But Mickey Mouse is about to get a makeover. Concerned about the relevance and meaning to a new generation of kids raised on video games, films and Nickelodeon, Disney is about to change the way Mickey talks, walks - and lives. Not an easy task, and a risky move when annual merchandise sales are in the $5 billion range.

This "re-imagining" of Mickey will be introduced next year with the launch of a new video game called Epic Mickey. The game will showcase Mickey's darker side, and give him a cunning edge unseen in his former character.

So, a brand icon who had meaning to generations of children will now be re-engineered to appeal to today's more demanding and tech-saavy kids. Yet Disney is treading carefully, fully aware of the possibility of having another New Coke as part of its global arsenal.

Some say that the new Mickey is a return to his roots as the Steamboat Willie character originally introduced in 1928. Back then, he was a trickster of sorts, with an eye for adventure and good times.

The success of the new Mickey remains to be seen, but the question still remains: Is it OK to mess with a global brand icon - or is change necessary to make the character relevent to a new generation of children?

What do you think? 

New Story of PR Lacks Showmanship

  
Somewhere along the line, we forgot to put the "public" back into PR.  I'm reading a book called the Fame Formula by Mark Borkowski, one of the UK's leading public relations practitioners. His stellar list of clients (past and present) includes Van Morrison, Joan Rivers, Cirque du Soleil and Michael Jackson.  The book discusses the history of the fame making machinery behind some of Hollywood's greatest celebrities - beginning with the roots of modern day PR which had its beginnings in the early days of vaudeville and the motion picture industry.

Borkowski yearns for the days when public relations meant more than the masking of corporate messages behind well-trained and well-groomed spokespeople. To achieve fame in the old days, you had to use a combination of creativity and wit to build and maintain your place in the public eye. Agents representing vaudeville acts were known for their wild stunts that drew in audiences to see their prize acts. Mavericks such as P.T. Barnum made spectacular use of the media of the day by creating stories about his upcoming acts then bombarded the newspapers with letters to create sufficient buzz. Were the stories always truthful? Not necessarily. But at least they weren't boring.

The truly successful PR practitioners aren't afraid to use a little showmanship to sell their story. Look at Richard Branson's tactics as he flies into cities doing wild promos to sell his latest product or service. Some would say his methods are tacky. I say they're brilliant because any true practitioner knows that there's no such thing as bad PR.

To make our mark in this world we have to be more creative in getting our message out. There are so many new forms of media, that it takes a skillful practitioner to determine the best strategy for our content. As we move forward in time, let's not forget the lessons to be learned from the old. And let's make an effort to be less boring.

Barnum said that "I don't believe in duping the public, but I believe in first attracting and then pleasing them." A lesson learned for any PR practitioner looking to make a mark on the world.

HBO Takes Storytelling To A New Dimension

In a world where much of storytelling is one-dimensional, HBO has succeeded in combining technology, art and cinema to create new ways of experiencing story.

 
  
They've created a multi-dimensional story where it's up to the viewer to put the pieces together to envision the full picture. Within each "cube", there are different elements of a story happening at the same time. By zooming out, viewers are able to see other elements of the story each with their own unique perspective.

Each story "snippet" is in effect its own mini-drama, and the visual and sound quality is excellent.

By designing a story with multiple layers, HBO has succeeded in engaging viewers by:

1) Allowing them to get involved in deciding where the story is going next - this adds an element of "discovery" that can't help but keep viewers enthralled

2) Producing a motion-picture perfect visual and sound quality that draws them into the story's overall plot - this quality engages emotions and makes viewers feel as if they're part of the story

3) Providing a way of relating the story to the HBO brand - as their tagline says, the story promises to be "more than you imagined."

HBO's approach to story is just the beginning of what's to come as the concept of storytelling evolves to include more complex forms of new media. It makes me wonder what's next...multi-dimensional storytelling on our mobile phones...motion pictures that allow us to be part of the plot..I bet that somewhere in the world the future of storytelling is taking shape in ways that we can only imagine.

Where do you think the future of storytelling is headed?

Grand Marnier Uses Retro Visuals To Digitize Brand Story

While leafing through the October issue of Vanity Fair, I came across a new (and very cool) ad from Grand Marnier. The ad takes on a colourful art-deco style and shows a woman's rather tall and curvy legs dancing in red high heels on top of a piano to some rather delighted guests.

As a Grand Marnier fan, I couldn't help but be drawn into the story. I could visualize the scene - fancy party, well-dressed folk enjoying some fine music, company and drinks. The mood is energetic, cosmopolitan and sophisticated - rather playful. The header in the ad sums up the scene as "La Vie Grand Marnier" (the Grand Marnier life), and in an instant I know that this is a life I could understand and appreciate.

The ad is part of a $4 million initiative developed in conjunction with ad agency Lambesis. Kicking off on October 1, the campaign focuses on digital advertising but uses classic French images to tell the brand story.

Reminiscent of Toulouse-Lautrec, the images and their introduction to the digital world will be used in iPhone applications, rich media banner ads, and Facebook promotions. The introduction of a digital campaign is a fairly new direction for the company which is part of an effort to revitalize the brand with a younger consumer target.

The liqueur will also be promoted on billboards in New York and San Francisco and in print magazines targeting consumers who are interested in travel, entertainment and food. A limited edition bottle will also be sold in select stores at a cost of $64.99. The label will feature the words "La Vie Grand Marnier" and the box will feature graphics from the campaign.

The combination of using visually appealing print ads with digital applications is a unique approach to brand storytelling. The "retro" look and feel tells a story on its own...of Grand Marnier's history and unique positioning in the marketplace. One cannot help but use the imagination to connect with the brand experience.

What do you think of Grand Marnier's approach to the campaign? Will the digital component be a hit with the younger target market?

NOTE TO READERS: TypePad is introducing upgrades to the system in the next couple of weeks. I'm hoping that the changes won't affect current feeds, but please be patient if they do! Thank you!

 

 

Timberland Goes Hog Wild Over New Campaign

Footwear and outdoor clothing company Timberland has come up with an innovative new ad campaign that integrates TV, social media, mobile and on-site experiential marketing.

The TV ad known as the "Bait" commercial (originally launched in the UK and now in the US) features a rather outdoorsy looking runner being chased by a huge bear, wild boars and a wolf pack. The music is fast paced and draws the viewer in through use of its compelling cinematic elements. At the end of the clip, the tagline warns viewers that "If you're not fast, you're food."

What's cool about this campaign (besides the TV ad) is that Timberland recognized the need for a multi-faceted approach to advertising through several kinds of media. There are iPhone and Blackberry applications, videos, sidewalk graffiti - and a subway station "takeover" in Cambridge, Mass. not far from their head office.

According to Theresa Palermo, Senior Director of Marketing at Timberland North America, the purpose of the program is to "engage millenial customers online, on their phones and out in major cities around the world."

Kudos to Timberland for using integrated marketing techniques and a compelling and hip cinematic approach to interest potential customers in their new products.

What do you think of the Timberland campaign? Which element do you think will be the most effective - TV, mobile, on-site apps or social media? 

Is Game Engine Technology The New Face Of Digital Storytelling In Advertising?

According to an article in Advertising Age, game engine technology will be the new face of digital storytelling. The same technology that is used to drive gaming systems can be used to design interactive advertisements that enable the user to become part of the story behind the ad.

In the article, Loni Peristere, co-founder of special effects studio Zoic, explains the concept of "open source storytelling" where the merging of video games and storytelling will bring interactivity to a whole new level.

The ability of gaming system technology to put narrative into real time space offers exciting possibilities for advertisers. Imagine an ad where the user is able to interact with the story and drive it to where he/she wants it to go? The same immersive experience offered to gamers can now be used to engage consumers in a way that allows them to interact with a product and/or service.

According to Peristere, animation and visual effects are "going to go away and it will become a storytelling business." The best visual effects artists are storytellers, and to Peristere the whole industry is really going back to the art and business of storytelling. Seems as if this change can also benefit advertisers who are looking for new and innovative ways to create buzz in an already overcrowded environment.

What do you think of using game engine technology to drive real-time narrative in advertising? Will this kind of interactive storytelling lead to increased sales for advertisers? Or is this just a trend that will eventually die out?

 

Following The Script: Brand Storytelling And The Art Of Persuasion

The world's most iconic and successful brands relate to us on both a rational and emotional level. They tell a timeless story that embodies something that affects us deep in our psyche. They give us an experience that is able to transcend time and help us identify our place in the world.

Hollywood screenwriters are masters of the art of story. To be successful, they have to produce a script that masters all the key elements of story in a way that engages and entertains an audience. If the story isn't compelling and has little meaning to the audience, the script and resulting movie will fail. To win in Hollywood, it's critical to get the audience emotionally involved.

In his legendary book Story, famed screenwriting guru Robert McKee defines storytelling this way..."Storytelling is the creative demonstration of truth. A story is the living proof of an idea, the conversion of idea to action. A story's event structure is the means by which you first express, then prove your idea...without explanation."

For a story to be successful, McKee claims that the audience must not only understand it, it must believe it. To get your point of view across, it's essential that you tell a good story.

As marketers, one of our daily challenges is to figure out a way to make our brand stand out from the rest of the pack. By using elements of storytelling in our marketing campaigns, we're making a connection with consumers that's very human and, at the same time, very persuasive.

Consider your life as part of a brand story. What defines you? Are you a Mac person? A Starbucks aficionado?  A Nike person? A Tiffany's type? What is your brand at its core? Does it appeal to the desire for freedom in all of us? The desire for status - or the desire to be unique?

To be successful, a brand must have sales - and McKee hits on this in his definition of story. The idea that a story is the "conversion of idea to action" demonstrates the ability of story to persuade people to do something with the idea. Marketers and advertisers design campaigns to attract consumers to certain brands but without an element of story, chances are we'll forget what the ad was for...and we won't act on it.

The clip below is an excerpt from an interview with George Stroumboulopoulos on CBC's hit show The Hour.

McKee offers other nuggets that can also be applied to the branding world. See how you can apply his thoughts to your own branding campaigns:

• Story is about archetypes, not stereotypes
• Story is about mastering the art, not second-guessing the marketplace
• Story is about respect, not disdain for the audience
• Story is about originality, not duplication
• Story is about eternal, universal forms, not formulas

   

Secrets To Brand Storytelling Can Be Found In The Past

    

Effective brand storytelling is a combination of both rational and emotional components. Even major productions at Hollywood studios follow this concept.Behind every directors vision and screenwriters script, there's a solid marketing and business plan that outlines the day to day details needed to get a movie made.

In the consumer world, most of our decisions involve a combination of rational and emotional decision-making. Not only must a brand tap into our emotions, on some other level it must also give us a valid reason to buy it. If the product doesn't serve our purpose - or doesn't work very well - chances are we won't buy it. At the very least we might give it a try, but switch brands if we end up having a bad experience.

When I worked as a sales rep for NCR in 1985, we were given a book during our training sessions whose concepts are still valid today. The book is called "Open the Mind and Close the Sale" and was written by the then Vice-President of Sales John M. Wilson. The year was 1953.

To be successful in selling, Wilson stresses the importance of using a balanced and integrated approach in your routine. He discusses the importance of having a plan, of the need to arouse interest through visual aids, and the ability of humour and enthusiasm to arouse the emotion needed to close the sale.

Wilson was also a master at tapping into a prospect's emotional side, while appealing to their sense of rationality as well. He listened to his customers, and that skill translated into profits. He tells the story of how he visited one of his prospects who had just moved into a new store. When he stopped by to congratulate the customer, he just sat back and listened. His final proposal integrated the prospect's sense of pride in the store - and he got the sale.

The technology has changed, but the principles behind buying and selling are the same as they were 56 years ago. The same is true of effective storytelling. A finely woven tale has the ability to last generations, and one that is used to tap into brand power has the ability to persuade beyond any marketers dreams.

In the spirit of fine salespeople and marketers everywhere, I'll let Wilson explain why people buy: 

"He had a basic need for what he was buying, and I felt that he would eventually place an order. But the little extra that closed the sale that day and eliminated many recalls was the frequent use of the pride motive - an emotional appeal- to supplement rational reasons for buying."

Why do you buy a certain brand? Did advertisers appeal to your rational or emotional side? Did the brand tell a story - and was that story effective in getting you to buy the product? 

Brand Storytelling Puts Our Lives Into Context

Brand storytelling is a way of creating and maintaining a relationship between a brand - and its end user. The way we react to a brand defines who we are, and involves a complex set of relationships and emotions established in our previous relationship with the brand.

I just returned from a family reunion in Ottawa. While sifting through old photo albums, I realized that many of the products I still use today were products and brands that I used throughout various stages of my life. It seems that every parent took pictures of childhood birthday parties, and every party was filled with images of little ones chowing down on hot dogs and cake. What I wasn't prepared to see, was a bottle of Heinz ketchup - front and centre in the pictures.

Brand storytelling is a way of putting our lives into context. It reminds us of who we are - and why we use certain products. Somewhere underneath, there are deep rooted reasons as to why we keep going back to certain brands. Using brands, it's possible to create a "brand journey" map that offers insights into the brands we choose to use - and why we choose to use them.

For example, on Days 1 and 5 of my journey, I chose to eat at Wendy's. Why?

1. Their reputation for quality food and fast service makes it the ideal choice for a road trip

2. The brand experience is in line with my expectations - it's consistently good and when I drive by a Wendy's I have fond memories of summer road trips

On Day 3, we went to my mother's for dinner where she promptly pulled out a bottle of Mateus from the fridge. She remembered how, as a young adult, I loved to drink Mateus at the cottage - as well as on family picnics. The brand image conjured up positive and fond recollections of family gatherings, even though those gatherings happened over 20 years ago.

 

Using brand images, it's easy to map out the rest of my trip. Tracing these brands would give you a better idea as to my priorities and preferences, as every brand image tells a story. It would give you more insight into who I was as a person and would be an effective tool to connect with people who shared similar experiences throughout their lives. What stories come to mind when I mention Old Dutch chips, Suchard Milka chocolate, Bicks pickles or Starbucks coffee?

Do you think brand story mapping is an effective way of connecting with consumers? Which brands remind you of certain times in your life - and why? How can marketers/advertisers use these principles to their advantage?