Brand Narratives: What’s the story?
Stories are how we first learn about learn about the World. MRI research shows that as we read stories, our brains appear to simulate the scenes, actions and feelings we’re reading about. So stories can build empathy between the storyteller and reader/listener. This suggests that the power of narrative should be fairly interesting to anyone involved in communicating for brands right?
Mister Three Sixty has been doing a lot of reading recently on the theme of Transmedia Narratives. “Transmedia storytelling represents a process where integral elements of a fiction get dispersed systematically across multiple delivery channels for the purpose of creating a unified and coordinated entertainment experience” (Henry Jenkins, MIT).
The Matrix is a classic example where key bits of information are conveyed through three live action films, a series of animated shorts, two collections of comic book stories, and several video games. Others working this vein include Joss Whedon (Buffy the Vampire Slayer) and JJ Abrams (Lost, Cloverfield).
This isn’t necessarily a new idea (Faris has covered it in detail before) but it feels like an idea that is about to get much, much bigger. Transmedia narratives offer the opportunity to combine three interesting trends;
- The idea that brands should be telling stories,
- The layering of a brand’s messages accross different channels and platforms, allowing each to play to their strengths,
- Our desire to retell, repurpose and remix stories themselves.
Mister Three Sixty thinks this will have a big knock-on effect for communications planning and creative development. Will the classically reductive approach to Creative Brief writing do the job when what may be needed are long-lasting and expansive mythologies.
Mister Three Sixty asked NYC-based Jeff Gomez, CEO of Starlight Runner Entertainment, whether in his experience, it is possible to develop narratives from scratch for brands, rather than just exploiting entertainment content. “It is indeed possible for us to develop worlds without relying on pre-existing IP. In fact, we would prefer doing so, as it would allow us to infuse a persistent narrative with sensitivities to the strengths and weaknesses of an array of platforms from the very start.
Often we are forced to contend with the inherent limits of the properties we are given to work with, because they were created with linear narrative (a single movie or videogame) or interruptive narrative (a TV commercial) in mind.
On the other hand, when Mattel gave us Hot Wheels and told us the only requirement was that all 35 cars featured in their 35th anniversary celebration needed to be included, we were unleashed to create a fabulously successful series of IP’s for them, each piece of which was especially designed for the platform at hand”.
Mister Three Sixty thinks there is an interesting debate to be had here. Some questions for you:
- Do you think existing agency structures and skillsets are able to really build proper narratives and tell stories, as opposed to providing mere glimpses of stories e.g. condensed into a 30 second spot?
- Or will traditional agency structures be replaced by new types of agencies, able to develop a brand World replete with characters, story, backstory and chronology?
- Can any brand recount an engaging narrative over several years or is the idea of a transmedia narrative best suited to entertainment properties?
- Is this already being done right now, or are existing approaches more about layering and repetition across multiple channels rather than the telling a story?
- Who is best placed to write and develop the narrative and the world that supports it? PR agencies, film marketing companies, ad agencies, production companies, DM copywriters, digital design companies?
There’s more, so much more Mister Three Sixty could cover; the power of Archetypal characters, or the seven main universal plots… but these can be the subject of another post.
Would really love to hear your thoughts…
Every company and organization should identify their brand story early on. It should be consistent in every message a business sends to their customers. I could go on and on about archetypes and how important it is for brands to align themselves with one to connect with their customers. Storytelling is highly effective in creating brand equity and customers will chose a brand that they feel they can connect with on a deeper, more spiritual level. Thanks for sharing all of the great web links!
Heather Torres
April 29, 2009 at 1:27 pm
I think this is great. And while I normally misunderstand brand thinking. I think that brands telling stories rather than advertising would make the world a better place. In the absence of great products why not great stories?
Unless I’ve misunderstood it, I can’t see how it could fail?
I feel an agency coming on!…
Robbie Rae
April 29, 2009 at 4:15 pm
This blog post made my head work (again) – a whole long weekend plus an involuntary day @home yesterday! Thanks for this great discussion starter … I already figured out my dominant thought around brand narratives … which comes from my advertising heart: It’s all about drama baby!
Heather’s comment linked me – believe it or not – to channel4.com’s TOP100 greatest TV ads: You might remember some of them and I’m sure you are going to agree with this list naming (some of) the most brilliant commercials ever. So why are they brilliant? They have a clear idea and an outstanding creative execution with one common goal: brand equity. Quite simple, isn’t it?
BUT: (1) TVCs are mostly the benefit-one-gear-wheel of a brand story, (2) you don’t know the precise role of 30” within the whole story (3) and do they have/need a STILL ONGOING STORY? The Advertising Research Foundation released a white paper in 2007 that “advertisements which tell a convincing or engaging short story more effectively make a positive impression on viewers than those that focus on positioning a product in terms of its benefits.”
But when did we start creating epics instead of short stories? People are rarely stressed out there, around 5000 messages hit their heads every day and brands became more and more generic. “The current highly fragmented media environment calls for an adaptable positioning which can be extended to communicate the brand to many different audiences that each views the brand from its own perspective. […] When all companies open new lines of communication and more actively engage their consumers in the marketing process, every company is more receptive to change, and the entire market becomes as vibrant, volatile and capricious as its consumers.” (ddb, 2008)
Beyond brand development it is possible to use brand narratives to develop detailed tactical contact strategies much as games companies build storylines into computer games for customer acquisition and CRM. Games and movies wouldn’t have been that successful the last years if there hadn’t been new threats and experiences around every corner. It’s all about drama, n’est pas? The more you think of the dramaturgy the better your story is. Customer-driven dramaturgy = positioning ‘narratives’ CAN address many diverse audience segments across fragmented media channels (positive: transmedia). That would be truly in line with customer needs and behaviors.
Sven Visser
May 6, 2009 at 7:51 am
[...] Mister Three Sixty first wrote about transmedia storytelling here, he didn’t realise what a rabbit hole he’d fallen into. Once in the hole, you find more and [...]
Down The Rabbit Hole « Mister Three Sixty
May 28, 2009 at 2:43 pm
Thanks Robbie. Do you know of any examples of great direct marketing storytelling? I’m thinking long copy that tells a tale, but not just on one occasion but over a period of time…. perhaps something you’re doing already? As for agency of the future… umm, would need a Writer….
misterthreesixty
April 29, 2009 at 8:45 pm
Thanks Sven, its interesting to see what DDB have been writing in this space. The more I discover about transmedia storytelling, the more I realise that the startpoint for creating might be quite different to the current marketing agency way of doing things. For example Henry Jenkins and others suggest that rather than developing a traditional plot/storyline; it may be better to develop a coherent brand world. This world is the source for all sorts of plots, stories, characters and so on, but leaves room for the Consumer Dramaturg. This is critical, since there is no ability to control the way the story is put together, since people aren’t necessarily all enjoying the same story, in the same way, in the same media. This means that to Transmedia and Storytelling we may need to add Non-Linear…
The journey continues.
misterthreesixty
May 11, 2009 at 1:02 pm