Narrative Assets

Narratives and Consumerism - Creating A Story Through The Things We Buy

 

Ryan Bigge, Toronto author and freelance writer, wrote an article recently in the Toronto Star called "Unlocking the desire code" - a summary of how "Marketing meets the modern psyche in a blend of business reportage, cultural anthropology and spikes of scepticism."

Bigge reviews a book by New York Times Magazine columnist Rob Walker called "Buying In." The book aims to show how meaningful objects are rarely chosen through rational means,but rather through narratives that we generate about ourselves in choosing a particular product. He claims that by unlocking the "Desire Code", consumers will go through a whole series of rationalizations that justify paying a $3 price for a tin of Red Bull. Rather than let marketing and branding campaigns try to create meaning for us, consumers should take the lead and generate stories about the stuff we buy. This story generation leads to greater word of mouth advertising on the basis that consumers will advertise and recommend stuff to their friends.

While this doesn't seem earth shattering from a marketing perspective, what's interesting is Walker's citing and use of research by famed professor and author Mihaly Csikszentmihalyi. Consumer products and buying decisions aren't always based on a rational approach...and objects often have underlying meaning based on how we define the narrative of the product and our interaction within it.

Why is it that nostalgic items often carry the most meaningful narrative? Do older objects carry with them a sense of connection? Do you think consumers believe the meaning that marketing and branding campaigns create for us - or are we becoming more cynical and skeptical about how products are presented to us? 

  

Citibank Card Helps Customers Write Their Story

Citibank's (citi) new ad campaign offers an intriguing look into the lives of some of its credit card customers. The campaign, entitled "What's your story", shows how the Citi card can help us design a life that is both different and creative.

The March issue of Vanity Fair magazine features an ad highlighting the story of a self-confessed big city shopaholic called Grace who uses her card to redesign her small apartment. Grace, who is unable to cook, decides to turn her kitchen into storage space complete with organizers and racks to fuel her passion for shopping. After redesigning her "kitchen", Grace decides to leave some space for a large drawer stuffed with take-out menus.

What's interesting about Grace is that she appeals to so many women who choose to live the big city lifestyle. In a manner reminiscent of Carrie Bradshaw, Grace makes no excuses about her inability to cook and decides instead to turn her kitchen into a walk-in closet. The ad not only appeals to a large demographic of women who fall into this category, it also portrays Grace as being creative, smart and innovative by choosing to turn a potential "negative" trait into a positive. She can't cook - but who cares. Who needs to cook while living the hip big city lifestyle anyway?

Stories appeal to people because they are real. Real stories about real people attract attention, something citi is hoping will lead to increased sales of their product. Whatever your story, the citi card will help you write it.

What do you think of the citi approach to advertising? Do you think potential citi users will identify with Grace and decide to take the same approach to writing their story? Do you think the ad sets a bad example by implying that people like Grace have to use a credit card to "get it done?"

Telling the Brand Story: Interview with MyCustomer.com

In November 2007 I was interviewed for an article by Neil Davey, editor of Europe's leading online CRM service - MyCustomer.com. The subject was storytelling, and how narrative could help companies design better customer experiences.

Some of my comments appeared in the feature article "What's the story: why customers need narrative." The discussion centered around Dove's highly successful Campaign for Real Beauty, and how customers can help companies rewrite the brand story.

Just as Hollywood has been able to capitalize on storytelling as a way of engaging audiences all over the world, so too can companies use storytelling as a way of maximizing a customers experience with the brand.

KitchenAid Ad Campaign Stirs Up Story Of Holiday Memories

KitchenAid has launched an interesting print campaign that is an ode to their legendary stand mixer line. The non-colour ad was meant to evoke memories of our past and current experiences in the family kitchen. It features a young girl who has somehow managed to dig into the proverbial cookie dough bowl.

She's licking her fingers, and the expression on her face is a rather non chalant version of "Who, me?" (yeah,we've all been there).

What's interesting about this ad is the way the visuals and copy are meant to evoke our earliest experiences of life in the kitchen. The story of baking cookies with our Mom or grandmother is timeless, and something that invites fond memories and recollections in most of us to this very day.

The copy reads:

"If there's one place where memories live, it's here. We understand that the kitchen is about more than food. It's where you can still taste your first cake, smell your Mom's apple pie, feel the warmth of home.

Wonder, love, hope and joy all stay with you here, the one room in the house where life happens."

Now that's pretty powerful stuff. The best stories are timeless. They take us back to a certain place and time by playing on our emotions and senses. Who can't think back and remember the feelings of comfort when the first waft of fresh baked apple pie drifted through the kitchen?

Stories connect people to brands through a powerful and emotional connecting experience. Every time you bake a batch of cookies, you're not just making something to eat. As the copy in the ad tells us, when you use KitchenAid, "it's easy for you to make a big batch of new memories."

What other brands provide powerful connecting experiences through the holidays? What brands do you think of when you think of Christmas - or any other religious holiday?

Canon Canada Launches Campaign to Highlight Human Side of Technology

Canon Canada has launched an innovative new print campaign called "Tell Your Story," which focuses on how the company's home and business products are being used by everyday Canadians.

The campaign features two print ads that use a series of photographs to tell a story. One ad highlights the highly successful story of Canada's The Running Room, while the other features a boy's first experience with a snowball. Future ads are now in the design and development phase.

In an article posted in the October 26 issue of Marketing Daily, Wayne Doyle, Senior Manager Corporate Communications for Canon Canada, is quoted as saying, "A lot of people equate technology companies with the technology they make. They tend to forget that the other side of the technology coin is the human component... Humans use these products to tell their stories, so we thought this campaign was a great way to build that bridge for people.”

The company plans to launch a microsite next year where consumers can tell their own stories by downloading photos to the web. Products and prizes will be awarded every month to consumers whose stories garner the most votes for "Story of the Month."

Valeria Maltoni, in a recent post on her blog Conversation Agent, looked at the implications between story and technology while shopping in an Apple store. She said that the consumer connection happens before people even set foot in the store - it happens "as people's stories come alive in their imagination thanks to Apple products." According to Maltoni, the staff was there to assist you in completing your story, not to tell you theirs.

The relationship between technology and its human component is a strong one, and an area that promises to be of increasing interest to marketers in the future. Competition for technology is fierce, and companies who relate to consumers on a human level will create a better bond with their markets.

What experiences have you had while using technology? Do you think that by emphasizing the human component, companies will be able to better differentiate themselves and establish deeper relationships with the customer? Does storytelling have a place in consumer product marketing - why or why not?

Grey Goose Vodka Pairs Entertainment with Innovative Content and Creative Storytelling

The November 2007 issue of Vanity Fair features a special foldout advertising section that is hard to miss. Strategically placed so that the magazine practically unfolds to the ad, the section is a unique blend of marketing, entertainment, advertising and creative storytelling.

The ad features highlights from Season 3 of Grey Goose Entertainment and Sundance Channels innovative series "Iconoclasts." The vodka's pairing with Robert Redford's Sundance Channel offers a peek into the thoughts of leading innovators and creators as they discuss their passions and insights through story.

The tagline of the series - "Change the way you see celebrity" offers remarkable insights into how celebrities from all walks of life have managed to make an impact on the world through the strength of their creative vision.

Highlights from Season 3 include features on: Sean Penn and Jon Krakauer on their latest project Into the Wild,  Howard Schultz and Norman Lear as they reflect on their professional lives and philanthropic endeavours, Mike Myers and Deepak Chopra on the role that humour plays in creative transformation and Madeleine Albright and Ashley Judd as they demonstrate their shared commitment to global causes and show us how their fierce independence has contributed to their success.

The advertisement is extremely effective for several reasons:

1) The foldout ad was strategically placed in the front 1/3 of the magazine, making it hard to miss

2) The design of the ad is appealing as it features shots of the celebrities with a small description of each episode beneath the photos and corresponding web addresses

3) Grey Goose's use of storytelling as an advertising technique sold me, and I was intrigued enough to go to the series website and click into videos offering brief synopsis' of upcoming episodes

4) As a reader, I felt engaged and wanted to become part of the(ir) story

5) As a fan of Into the Wild and Krakauer novels, the ad spoke to me and the website offered an opportunity to learn more about the adventure in an interactive way

6) Episode summaries offer readers a "call to action" as there are links to purchase products associated with the celebrities

In your experience, what makes an ad stand out amongst all the clutter? What does it take to get you to learn more about a company's product or service? Can you think of any other campaigns that have engaged you as a reader and consumer?

New World of Coca-Cola Museum Proves to be the Real Thing for Visitors

The New World of Coca-Cola Museum, which opened in Atlanta in May, is proving to be quite the spectacle for visitors. It's also a great example of how a brand continues to provide innovative ways for customers to reconnect with a brand story.

Besides being a shrine to the world's largest beverage company, company spokesperson Petro Kacur describes the venue as being "an opportunity to tell the story of the brand and develop a richer bond with consumers. Maybe new fans or visitors will rediscover an old friend."

It's the ability of consumers to connect with a story that provides the most enriching brand experiences. And Coca-Cola has quite the story to tell. From its appearance in Norman Rockwell paintings to its memorable musical advertising campaigns ("I'd Like to Teach the World to Sing"), the brand continues to establish its presence as an industry leader.

HIghlights of the museum include interactive displays, historical artifacts and memorabilia, a 200 seat theatre where visitors can follow an eight minute behind the scenes documentary of Coke's travels through the vending machine, and an advertising theatre rerunning famous TV spots. For true fans, there's also the inevitable gift shop selling everything from glasses to jewellery. Not to be outdone is a tasting lounge where visitors can sample from an array of 70 drinks from all over the world.

Although it's tempting for skeptics to view the museum as "hokey", one cannot deny the brilliance of the company in its ability to design rich experiences that are able to relate to consumers at a human level. Through sight, sound, taste and touch, Coca-Cola continues to rewrite the brand story and engage consumers by reminding them why their experience has been, and always will be, a true reflection of the "real thing." 

American Express Introduces Unique Brand of Storytelling

American Express has an interesting new print campaign that uses humour and storytelling to entice prospective "cardmembers." The ads feature celebrities from various age groups, who provide often humourous answers to a list of standard questions. The answers are designed to look as if they were part of entries in a journal, and appear to be in the celebrity's own handwriting.

In one ad used to advertise the benefits of Platinum card membership, actor, writer, comedian and producer Larry David is sitting rather morosely on a plane, sandwiched between his fellow passengers. The fellow on his left is asleep on David's shoulder, the passenger to the right of him is holding a screaming baby...and the child in the seat behind him is placing his toy plane on David's head. Not quite the benefits I see to owning a Platinum card, yet the brand of humour fits David's personality and is quite effective in an ad campaign. It's definitely an attention getter, and made me chuckle (why did memories of Seinfeld come to mind?)

Another ad in the same series features cardmember, snowboarder and skateboarder Shaun White. The photo shows White "gettin' crazy" holding his board upside down in what seems to be his hotel room. The website offers more information on White's experiences and features a video clip of him describing his "Travel Wish."

The campaign is intriguing and innovative for several reasons:

1) The ads are presented in a series giving the impression that it's a continuous story (almost a mini-film)

2) The fact that the answers are in the cardmembers handwriting personalizes the story - it's as if we are being brought directly into their private life

3) Visually, the photos are well-staged and appealing. They are humourous, and reflect the personalities of the cardmembers

4) The Q&A approach is effective in that it compares good and bad travel experiences and makes you think about the potential benefits to owning a card (ie. "Are you playing musical chairs to get a seat in the airport, or Are you kicking back in a private airport lounge?")

5) The celebrities are easily recognizable to members and prospective members in their particular age group

6) Prospective cardmembers are given the impression that by owning a card, they will become part of a prestigious community

7) There's a call to action on each ad: "Are you a Cardmember? Visit americanexpress.com to join."

Have you seen the ads, and do you think this is an effective way of enticing potential cardmembers? Could this approach be used effectively with any other brands?

The Hero Within - Building Brand Meaning Through Archetypes

The famous German author and poet Goethe once said "All that happens is symbol, and as it represents itself perfectly, it points to all the rest."

The use of symbols and archetypes in literature and film has been used for centuries to give meaning to stories. When I look back to my childhood, many of my favourite films or books involved some type of hero (or underdog) who, through sheer determination, physical or mental strength and almost magical forces, was able to overcome a series of incredible obstacles to reach their goal.

Hollywood found a way to cash in on the phenomenon, as most of the significant blockbusters use elements of mythic structure in their storyline. In the book, "The Writer's Journey", Christopher Vogler defines the term "archetypes" through the eyes of Swiss psychologist Carl Jung. To Jung, an archetype was an ancient pattern of personality that was the shared heritage of the human race.

The fact that these patterns were "shared" by everyone implies that archetypes hold meaning for people. This has implications for the world of advertising, as many of the world's great brands were founded on some type of archetype. For example, the use of the bull in the Merrill Lynch logo represents strength, and the feeling of power that results from financial success. As far back as ancient times, the bull had been a symbol of strength and power.

One of the best logos to signify an ancient symbol is the Apple logo.
The apple represents the first act of rebellion in the Garden of Eden. This "rebellious" trait probably reflects the personality of many who use the Apple brand. The Starbucks logo reflects the theme of the Explorer archetype expressed through the symbol of a sea goddess. Nike is a reflection of a winged goddess who was associated with victory.

In the book "The Hero and the Outlaw - Building Extraordinary Brands Through the Power of Archetypes", authors Margaret Mark and Carol S. Pearson describe how marketers and advertisers can make their brands invincible through the power of archetypes. As every great brand tells a great story, the use of archetypes is a way to express the "soul" of your brand by tapping into the universality of its essence.

According to the authors, people (and their journeys) can be found to represent several themes or archetypes including: the Innocent, the Explorer, the Sage, the Hero, the Lover and the Magician. The traits and journeys that characterize these archetypes follow a distinct pattern that is repeated over and over again in film and literature.

What makes the use of archetypes in branding so powerful is their ability to draw upon deep rooted feelings in our psyche. We use these ideas and patterns to help us create meaning in our world and in our decision making. The brands (and film stars) that became icons have managed to differentiate themselves through the use of timeless archetypal meaning. Somehow, they managed to capture the imagination of the public by tapping into something deep within us that has existed for generations.

Companies who develop and manage brands purely on a rational or conscious level may lose out on the potential benefits to be found by taking steps towards managing the science of meaning. As Mark and Pearson suggest, "Archetypes provide the missing link between customer motivation and product sales."

Can you think of examples where the use of an archetype has motivated you to buy a product, or has helped you decide which movie to see?

Cadillac Enthusiasts Tell Their Stories at mycadillacstory.com

While glancing through a recent issue of Vanity Fair magazine, I came across an ad that was so engaging, that I had to check out their website to learn more.

The ad was for the 2007 Cadillac Escalade and featured a photo of Actor/Director Andy Garcia (sitting in a Cadillac) with the quotation: "It's important, when going after a goal, to never lose sight of the integrity of the journey." Hear Andy's story at mycadillacstory.com.

The website was a totally engaging experience, filled with testimonials (print and video) of satisfied Cadillac users. There were stories from a wide range of enthusiasts including celebrities (Jay Leno, Dana Buchman and Joan Jett), as well as stories from everyday Americans. Cars were placed in strategic locations such as the Tribeca Film Festival, and were used to encourage interaction with filmgoers and passersby.

Enthusiasts are encouraged to submit their stories online to share experiences with the community. The keyword here is community. By sharing experiences and stories, Cadillac owners are able to express the unique spirit shared by people who love the brand. Under the "Tell Us Your Story" portion of the site, the first paragraph reads: "The Cadillac story is built by storytellers. Be part of the legacy. Hear their stories. Tell us yours."

The site is also used to introduce new products to the marketplace. It features a clip of Jay Leno getting a sneak peak at the All-New '08 CTS.

The Andy Garcia clip was especially intriguing as he tied his story to the basic premise and core values of the Cadillac brand..."Life. Liberty. And The Pursuit." Garcia spoke about the American Dream, and how we should have courage to follow the journey in order to reach our goals. To him, "everything is a product of a journey" and he weaves his points into examples of how Cadillac helped him along the way. He also touched on core family values, and how Cadillac was able to ease his mind through its emphasis on safety.

The Cadillac approach to advertising is successful on several levels:

1) The print ad was engaging enough to draw me into the website

2) The website was a true integration of brand value and essence. Through storytelling, I felt as if I would be part of a real community of people dedicated to getting the best out of life

3) The mix of celebrity and 'everyday American' testimonials is intriguing as there is representation from a real cross-section of society

4) Hearing people tell stories (with accompanying visuals) makes the brand real, and brings it to life in a way that many brands are unable to do

5) The emphasis on sharing ideas and experiences is a true reflection of the internet's capability to draw people into a community

May their stories inspire you to, one day, own a Cadillac. And if that isn't in the picture, then I wish you luck along the way so you too can live the dream.