Month: September 2013

Theme #2 From 7 Part post series exploring The Evolution of Brand Stories & Themes

As human beings, we know that aggressive communication doesn’t bring people closer.  Instead, it repels most people away and undermines the chance for dialogue and relationship.   Yet somehow when it comes to the communication and marketing of brands, this very basic human principle is perceived as a weak and ineffective approach to building business.   In brand marketing the merits and impact of mass media align more with the concepts and success principles of manufacturing than that of human/social dynamics.

Before social networks, mass media was the only option businesses had to market and connect their brands to people.  This “pay to play” business model defined successful brand connections as the result of more aggressive tactics, larger media budgets and ubiquitous market presence.    This approach meant that not only could a brand be “top-of-mind.”  But it can also buy its way into people’s lives– welcomed or not.  From a mass media perspective, this dominating level of brand presence represented “success.”    Contrast this with social networks wherein power is derived not from strength of force, but from the strength of emotional engagement and relationships.  The growing influence of social media is proof that there is another, and even more powerful way, of connecting brands to people.  Social networks are a reminder to all that quality – not quantity, of connections can make all the difference. 

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Humanizing Storytelling for Business & Brands: Evolution theme #1

“There can be no vulnerability without risk; there can be no community without vulnerability; there can be no peace, and ultimately no life, without community.”  – M. Scott Peck

The traditional stats such as the number of employees, office locations and number of years in business used to be the lead-in, if not the main points in a corporate introduction and story.   Phrases such as “In business since..” or “the largest manufacturer of…” was often believed to provide credibility by its very declaration.  Thereby commanding respect from others.  Employees were usually referred to as a number or in general and in aggregate form.  The typical exceptions for highlighting an employee by name was reserved for the prominent leaders that businesses felt should be of interest to investors and the public.

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New post series by Anneliza Humlen @ADHumlen exploring the evolution of storytelling and themes.

“Storytelling reveals meaning without committing the error of defining it” – Hannah Arendt

Prior to the emergence of social networks, brand stories would typically unfold as a controlled narrative told from the perspective and interests of the business/brand.   As traditional media such as TV, print and digital brought such stories to life, distinct traditions formed in how stories were communicated and the content of the stories themselves.   The combination of absolute control and the limits imposed by such traditions, would often limit the growth and appeal of the stories.  Many of the story themes that were once regarded best practice and believed to be useful, we now know via social media as ineffective in generating meaningful and enduring interest.   The new tradition of storytelling for business/brands evolves from what “THEY (corporation) want people to know,” to the stories that people can relate to on a human level.  The story themes that support a more “human” centered form of storytelling have now become the  “new traditions” in growing business/brand interest.

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