How’s Your Narrative Coming?

Ad Age has a piece on storytelling’s place in the marketing wheel.

Storytelling in a business context is not about telling stories just for the sake of it. Rather, as rational and physical features are becoming easier to imitate, authentic storytelling is becoming a growing source of competitive power. All companies have authentic raw material: genuine, real-life episodes that can be used in the continuous communication of messages and values that appeal to key stakeholders.

While far from new, or revealing, the idea that a daily narrative needs to be woven by a brand’s keepers is an important one.
For an example of a branded narrative in action, see this You Tube video.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative direction at Bonehook in Portland, Oregon.