Narrative Assets

Brand Storytelling and Social Media: Why McDonald's is lovin' it

 
In a world all a-Twitter with information, it seems that social media is the last place to find a good story. An increasing number of companies realize the importance of social media to their overall marketing and communications strategy, but how many realize the value of storytelling to incite and maintain conversations about the brand?

Key executives from some of the most influential brands in the world gathered in Chicago last August to discuss ways to leverage social media campaigns to inspire employees, increase brand awareness and motivate consumers to talk about their experiences.

Rather than relay a brand message through traditional means such as a Twitter channel or Facebook page, companies were encouraged to use story as a way of strengthening their message to make it more emotional and engaging.

Joe Curry, Global Web Communications Manager for McDonald's, described how social media was used to inspire employees and the public about the company's commitment to its staff members. McDonald's launched the "Voice of McDonald's" campaign to identify and reward the most talented singers among the company's 1.6 million restaurant employees. The contest involved YouTube, Facebook and Twitter and told the story of the inspiring talent within their "McFamily."

Curry loved the concept of using storytelling in social media and offered this advice:

• Social media campaigns are stories with a beginning, middle and end. The narrative can be fun, but your messages may be lost without a sense of story. The complete picture needs to make sense and have some sort of resolution or conclusion
• Each corporate team can be responsible for a "chapter", but in the end the voices must come together to tell a complete story

Marshall McLuhan once said that the "medium is the message." If this is true, then in today's world of social media the medium and the message are necessarily intertwined. Social media and technology provide the vehicles in which to deliver the brand message, yet the ability of this technology to engage and motivate the consumer and/or public through effective use of brand story ensures the message is not lost in today's info-centric world.

 

The Story of Christmas Is A Culinary Journey Through Time

Christmas is my favourite time of year. It's a time to reconnect with loved ones..to take stock of the past and fill your mind with hopes and wishes for the year ahead.

Underneath all the consumerism and hectic scheduling is an undercurrent of magic and imagination that reminds me of simpler times. Times when our only true responsibility was to be a kid. We only had to believe, and it would come true. As we grew into adulthood, the magic and sense of wonder started to wear off to make way for life and its increasing array of responsibilities, triumphs and disappointments.

Yet Christmas is the one time of year that allows us to reconnect with this long lost sense of wonder and hope. As I bake yet another cookie recipe, my mind goes back to the time when my Mom and grandmother would pass me the spoon to lick the bowl. I would always show up at just the right time to indulge in sampling. To this day, I delight in raw cookie dough, only now I enjoy its flavour throughout the year in a tub of gourmet ice cream.

The baking experience is essential to the Christmas story. It reminds me of time shared as a family, of loved ones long gone - and those who are still around to carry on the tradition. It's a feeling of family and community that cannot be duplicated at any other time of the year. Even though family is to be found all over the world, the sights, sounds and smells of the Christmas season still live in my heart each year as I contemplate yet another sugary dish.

Wandering through the Christmas Market in Toronto's Distillery District last week immersed me in a sea of memories that allowed me to reconnect with long lost times. Being of German heritage, I grew up on stollen, Marzipan - and a variety of sumptuous German, Austrian and Swiss chocolates. My Omi's baking included the ever famous rum balls - almost always filled with more rum than chocolate.

One of my fondest Christmas memories was the arrival of my grandmother's Christmas parcel from Germany. It was a culinary delight filled with treasures from all over Europe. And in every package was a new addition to my beloved Steiff toys...a brand I take pride in to this day.

I could take just about everything used to symbolize Christmas and map out a story of my life. And that's the neat thing about stories. The best ones contain an emotional component that allows us to reconnect with experiences long lost within ourselves.

So here's to Christmas. And a wish for all my readers that 2011 gives you the chance to script the best story of your life. Thanks for reading!

  
 

Appetite for Success: Lessons in Leadership and Innovation From An Executive Chef

An avid "foodie", I decided to take a workshop at Bonnie Stern's famous cooking school in Toronto. The workshop presenter was acclaimed Niagara Executive Chef Mark Picone - owner of the Mark Picone Culinary Studio.

Besides coming away from the workshop with a newfound knowledge and appreciation of succulent dishes such as house cured duck prosciutto, sumac loin, elderberry pan jus and pawpaw gelato...I couldn't help but realize how excellence in the kitchen mirrors excellence in business.

The job of a professional chef isn't unlike that of a successful and innovative business leader. Here's why:

1) Synergy is important - you have to have the right ingredients at the right time, in the right amount to create the perfect dish

2)  Quality ingredients - the quality of the final dish depends on the quality of the ingredients you decide to put in the dish

3) To be innovative, once in a while you have to stir the pot and add a little something extra that perhaps you never tried before - the result may surprise you

4) Customize the menu for your audience to guarantee the best customer result

5) Put on a show to provide the best experience - and be sure to find an audience worth cooking for that values your product and expertise

In a world where conformity and conservative thought still seem to be the norm, taking a creative and integrative approach to business might help uncover new angles to overcoming everyday challenges. We all want to succeed - and sometimes the answers to our most pressing problems can be found by looking at what we thought might be unrelated professions or industries.

Food for thought that might fuel your appetite for success.

Where else can business leaders look for inspiration to help solve their key business challenges?

 

Brand Story Comes Alive: The Chicago Experience

Part of what makes a brand great is its ability to tell a story that engages people at an emotional level. Great brand stories are able to communicate their messages effectively by establishing a deep connection with their audience.

Just as there can be customer journeys that monitor interactions between brands and consumers, so too can a world-class city offer the same type of journey that is able to fulfill our every need. Chicago is one of these cities.

Having recently returned from a trip to Chicago (my third visit), the city never fails to disappoint. At first glance, one would think that the size alone would inhibit the kind of closeness and intimacy characteristic of great brands. But the Chicago experience proves that this isn't so.

In his groundbreaking book BrandSimple, author Allen P. Adamson states that in the case where brands offer entertainment value, "it's more a matter of coordinating interactions to create an outcome of a more emotional nature. Here the journey is more like orchestrating an event. It's theater."

The emotional journey through Chicago begins the minute one steps into the always bustling O'Hare airport. Yet underneath all the confusion is an innate sense of order, as people from all over the globe run around chasing their next flight - or jump into the next cab or bus. The journey into the city can take a solid hour at rush hour, yet the sights and sounds are so fascinating that it's easy to forget the time. Skyscrapers loom as one approaches the city limits. The magnificent Chicago skyline seems a welcoming fortress that says "Welcome to Chicago - have a nice stay - and before you leave, you won't be disappointed by the story we will tell."

What Adamson says about brands is true. The interactions between myself and Chicago-ans are always friendly and illuminated. Service at hotels, stores and restaurants is excellent and people actually seem to want your business. The entire city offers a sensory smorgasbord guaranteed to fulfill even the most cynical appetite. Cultural events are rampant, and museums are world-class centers of historical significance. In comparison to other cities of similar size, Chicago doesn't seem afraid to showcase its grandeur. The waterfront is magnificent, and tourists are catered to in a way that makes them want to come back again.

Yes, I love Chicago. To me, it tells the story of incredible intellect and ambition in which its citizens were able to pull together all levels of government and industry to create a brand story guaranteed to incite a powerful experience for all who venture between its walls. To live Chicago is to experience it, and the story naturally unfolds to those willing to take in all the delights that the city has to offer.

Brand guru Scott Bedbury once said that "a great brand is a story that's never completely told." In this way, brand Chicago will always be evolving as visitors are offered powerful connecting experiences that continue to transcend place and time.

Put Some Creativity Back Into Advertising - Tell Me A Story!!!

I don't know about you, but I don't see a lot of creativity in advertising these days. From car commercials, to fast food chains to the thriving fashion and beauty supply industries - it just doesn't seem that there's a lot of thought put into developing and presenting ad campaigns.

There are exceptions. Products or services that use social media to gain attention in ways far more economical than buying up traditional ad space. Think of the Old Spice guy. There's also that annoying yet loveable gekko in the Geico ads that inserts a little humour into a rather dry topic. Dry topic, yes. But I remember the brand.

So - what's up? Are clients just too scared to part with their limited ad budgets? (it doesn't cost a whole heck of a lot to develop an effective social media campaign) Are ad agencies spending time and effort to come up with the next creative idea - or have they surrendered to the mercy of their clients advertising perceptions and budgets?

Something has to give. Because as the world's media converges even more technological elements into one coherent whole, audiences are going to be looking elsewhere for entertainment. If ads are dry and boring, what's the motivation to buy a product or service?

Look at the car industry. Don't give me a long list of features and benefits, because I don't care. Don't show me how the family packs a zillion things into their minivan for their annual road trip. Boring. Too obvious. Tell me a story. Show me how they use the car in specific situations. Tell me how they just made Grandma Kettle's Thanksgiving dinner one year because the OnStar guy was able to send someone to fix their flat tire. Show me the look on their faces..before and after the call was made. Show me the world as I see it...as a place full of human emotion...filled with good things, as well as disappointments. Give me some context so I can connect with your product. Tell me a story, and you'll win yourself a customer.

Entertainment Marketing and Brand Storytelling: Part of the Pepsi Generation

I was feeling nostalgic and started looking at some old ads on YouTube. One of the ads that caught my attention was an old Pepsi commercial from the 1980's featuring Michael Jackson. Being a music fan and storyteller at heart, I started to wonder what it was about the commercial that caught my attention. Once "in", I was drawn into the story just as I would be while watching a cherished classic movie.

The worlds of entertainment marketing and brand storytelling are a natural fit for each other. While the concept of entertainment marketing is nothing new and has been used in TV and radio shows as early as the 1950's, its use is very effective in sending out a brand message that is able to connect with consumers.

Pepsi is (and has been) a major player in this space and is able to capitalize on its benefits. Here's why this ad still represents the best attributes behind entertainment marketing and brand storytelling:

1) The use of story lets me connect with the product - I feel the same emotions the kid is feeling. It's as if I'm transported back to my childhood.

2) The presence of Michael Jackson and his music draws me into the story. Immediately, my memory goes back to that time and I draw a connection between the product and how I felt at that time in my life. Nostalgia moves people.

3) Again, EMOTION EMOTION EMOTION...great brands are able to affect our emotions and I'm more likely to buy a product if I connect with it and feel something for it.

4) Product placement is all over the place - the Pepsi brand becomes engrained in your memory.

5) The story of the kid - his look, emotions and reactions - tell the story. He's in the presence of a great celebrity and noone can take that moment away from him. It's truly a Pepsi moment and, if you "get it", you're part of the Pepsi generation and therefore quite cool.

The world's greatest brands use elements of entertainment marketing and brand storytelling in their ads. Can you think of recent examples for ad campaigns that were able to draw you in to the brand message?

Gaming Industry Promotes Use Of Live-Action Storytelling

The video gaming industry has always been able to capitalize on the use of storytelling to better connect with their audience. A recent article published in Brandweek profiles the use of live-action ads to promote the September release of Halo:Reach - the latest game in Microsoft's hugely successful Halo series.

The live-action ad, called "Birth of a Spartan", features the star of the game - Carter-A259. It's a 3 minute cinematic short that reflects an increasing trend to use live-action storytelling to promote video games.

While the use of storytelling to promote consumer products is nothing new, the gaming industry has reaped the benefits of an engaging cinematic experience on viewers for years. Scott Duchon, co-founder of agencytwofifteen - the San Francisco based agency that handles the Microsoft Xbox account, says that they "needed to find something that was going to have a bigger emotional connection" than merely taking clips from the game. They needed to "have story lines that connect with people the way movies connect."

It's hard not to agree with the success of the big players in the extremely lucrative gaming industry. While the gaming industry is quick to see the benefits of the cinematic experience in its ability to push the envelope, there are many major consumer brands that still fail to see its full potential.

The ad has been shown (in varying times) on ABC, cable, online - and in theatres for Iron Man 2 during its opening weekend.

Want An Effective Storytelling Strategy That Promotes Change? Ask Roger Martin

A recent blog post by Roger Martin on the Harvard Business Review website encourages organizations to stop being overanalytical in their approach to strategy - and to start using storytelling as a way of envisioning solutions that would make everyone happy.

Martin, Dean of the Rotman School of Management at the University of Toronto, describes how corporate strategists spend too much time using analytical techniques to strategy. These techniques often lead to paralysis and are bound to be idea killers. He encourages organizations to take the strategic planning process less seriously and to think about strategic options as being a "happy story about the future."

The storytelling process would be less analytical by using a holistic approach to envision a better result. The focus would be on the "how" and "what" questions - "How would we see ourselves winning?" "What would have to be true, for this to be a terrific choice?"

Stories are a great way for organizations to engage employees in the decision (and solution making) process. All too often, managers are fearful to take new approaches to solve the same organizational challenges. Perhaps by talking to one another, asking the right questions - and focusing on stories, organizations may just find that the solutions to their problems were inside them all the time.

Does your organization use storytelling as a strategic approach to problem solving? What barriers might restrict employees in conveying their story?

   

Kleenex Proves Brand Storytelling Is Nothing To Sneeze At

Kleenex is one of the world's most recognizable mega-brands. Regardless of whether we buy no name versions or the authentic Kleenex brand, our referral to the actual product is always "Kleenex." The name has worked its way into our culture and language as the standard in high quality tissue products.

The Kleenex website offers consumers a unique trip down memory lane with key insights into the brand story. Originally marketed in the 1920's as a "cold cream towel", the product was adopted by movie stars as a way of staying beautiful. Tissue ads stared appearing in leading women's magazines featuring testimonials from the stars of stage and screen. Men started using the product as an easy replacement for handkerchiefs.

Throughout its history, the brand took on new meaning for consumers through the innovative use of product design. Funky patterns were integrated into product packaging that seemed to reflect consumer zeitgeist at the time. Pocket versions of the product were also introduced making the brand easier to use while on the go.

To follow the Kleenex brand story through the ages is an interesting study in both consumer product success and human psychology. Much of its initial success was due to celebrity endorsements, a technique that is still in use for major brands today. The brands integration into the entertainment world and Hollywood proves its cachet and usefulness were well ahead of their time. As the world moved on and consumer tastes changed, Kleenex adapted its product and marketing strategy to reflect the current culture. To this day, Kleenex remains one of the world's mega-brands and the name continues to be used for both no name versions - as well as for the original product.

Kimberly-Clark is smart to offer the Kleenex brand story by taking the timeline approach. A brand is, in essence, the sum of its experiences with the consumer - and the history of a brand is a reflection of our own experiences with it throughout time. As a child, I remember using Kleenex while recovering from the flu. I still use it today, as I know it will have the strength to do the job. Deep down inside, the brand also conjures up memories of being taken care of...something that still comes to mind when I need to recover from a cold or flu. As the Kleenex tagline itself says - "It feels good to feel."

Why does taking a historical or timeline approach to brand storytelling help sell brand attributes? Can you think of any other mega-brands that have the same emotional affect on you? If so, which ones and why?

Consumer Giant Unilever Unites Filmmakers With Global Brands

In an effort to integrate consumer generated content into its marketing and branding efforts, global powerhouse Unilever has partnered with MOFILM to announce the "Unilever Consumer Creative Challenge."

MOFILM is a pioneer in mobile entertainment and represents a global community of filmmakers and content creators. Market leaders in the area of mobile content, they have worked with industry legends such as Robert Redford, Kevin Spacey and Isabella Rossellini.

The competition involves 13 of Unilever's key brands and encourages content creators to submit advertisements for one of these brands. Five winners for each brand will be chosen, along with an overall grand prize winner who will pocket a cool $10,900.

Babs Rangaiah, VP of Global Communications Planning for Unilever, says that winning content will be integrated into Unilever's online and/or TV brand marketing. So...what's so cool about this competition?

1) It's participatory in nature and takes advantage of the interactive capability of the internet

2) Unilever realizes that the best ad campaigns come from stories about how consumers interact with their brands

3) The company is taking an innovative approach to connect with consumers and their brands

4) The campaign will be entirely trackable and results will be used to further develop brand attributes

5) Exposure in terms of cash, cool gifts and worldwide recognition is extremely high for the competitors - I suspect that more than one career will be launched through this competition

Congratulations Unilever for realizing the significance of consumer generated content and that film is a powerful way of conveying a brand message.

Do you see the power of film being an important way to tell a brand story? What do you think of Unilever's competition and approach?