So, can you tell me more about this brand-as-character idea?

July 28, 2014August 29, 2014 / Editrix Steph / 2 Comments

I got an email from one of you lovelies asking for a little detour. He wanted me to circle back around to an earlier concept and flesh it out. So let’s get crackin’.

Storytelling is fundamental to how the human brain understands the world — especially fundamental to how we remember information. And why would you spend money and time on marketing material, traditional or social, that’s hard to remember? There’s a reason we teach kids the alphabet with a little song that has a narrative. This happens then this happens then that. Monty Python got in on the action with their Oliver Cromwell song, which rumor has it John Cleese wrote to help one of his kiddos study for history class.

But it doesn’t take musical genius (or silly walks) to make something stick. Continue reading →

So, what does storytelling require, anyway?

July 22, 2014August 29, 2014 / Editrix Steph / 3 Comments

I’m so glad you asked! You’re my favorite. Don’t tell the others. It’ll be our little secret.

The short answer is that storytelling is narrative and narrative is driven by conflict. The long answer? Let’s dig into the guts of that.

Traditionally, conflict comes in the form of the big four: Man vs. Man, Man vs. Society, Man vs. Nature, and Man vs. Self. (But since this is 2014, I’m just going to go ahead and use the term Protagonist, or even Protag, because c’mon. There’s also some other X vs. Y ideas, and we’ll delve into those too.) What do each of these categories mean, especially in terms of marketing? We’ll take ’em one by one. Starting, in this post, with… Continue reading →

So, this is extra-crispy levels of creepy.

July 15, 2014July 16, 2014 / Editrix Steph / Leave a comment

I don’t usually blog two days in a row, but for poor Comcast, I’ve made an exception.

Slip on over to Fast Company and read about the most terrible bit of storytelling since Spiderman 3 hit us with that dance sequence.

When someone wants to cancel a contract or service, yes, by all means, ask if there’s anything you can do to help change their mind.

Once. Not for twenty minutes.

This is a serious case of narrative fail. Customer service reps have to be able to understand the customer’s desires, interpret mood and motivation. They have to tell the right story in response. Social intelligence, just as we discussed before.

I’m inclined to think this will go viral, especially since the recording is so easily shared via Soundcloud. But if nothing else, said recording certainly is instructive.

So, here’s Thought Experiment #2

July 7, 2014September 18, 2018 / Editrix Steph / 1 Comment

There’s always time for lateral thinking.

Who would you cast as the lead character for some of the businesses and brands you’ll encounter today? Who is the name above the title on the movie poster?

For example: If I were casting Tiffany & Co., I’d chose Helen Mirren. Classy, established, effortlessly elegant, strong positive associations…sounds like a natural fit.

What about your phone company? The sandwich shop you like near work? The extermination company who’s van you’re stuck behind in traffic? Maybe you’ve got a Tom Hiddleston pet grooming place nearby, or a Jet Li plumbing biz. Could be that Octavia Spencer would be the perfect fit for the salon that cuts your hair.

Why would I ask this?

Because you, buddy, should start thinking about the character that is your brand.

Think about it. See what pops into your head.

Look, I love the internet as much as the next massive nerd, but even I have to admit it’s weird. (In some cases, both awesome and brain-meltingly weird.)

Information is constantly being gathered about our online habits. Something that’s been in the news of late given Facebook making its users into guinea pigs without disclosure.

And it’s so easy to start gathering intel — here’s an Analytics 101 intro if you need it. Go to bit.ly, sign up, create links to content you’ve written or want to feature, and boom, oodles of free data. Google Analytics can go far more granular, even at the basic, unpaid level. Want to track your visitors’ referrals? Nation of origin? Gender? Age? Color of undies? Ok, not that last one. But very nearly.

Gather ‘round the fire, campers, and let Auntie Steph tell you a tale. Continue reading →

So, what’s your deal with “creepy,” anyway?

July 2, 2014August 29, 2014 / Editrix Steph / Leave a comment

So, here’s Thought Experiment #1

June 20, 2014September 18, 2018 / Editrix Steph / Leave a comment

There’s always time for lateral thinking.

What does advertising look on Mr. Spock’s home planet, Vulcan? A whole culture that values honesty and emotional control…

“We are not the best product on the market, but we are the best at this price point. If you have more to spend please purchase [Item X] by our competitor [Company Y]. Otherwise, consider us for your needs. Thank you for your time.”

Why would I ask this?

Because you, buddy, ought to be honest with your customers.

Mull it over. G’head. See what you come up with.

Storytelling for Success

Don't be creepy.