Friday, August 14, 2009

Tell me a story.

This morning I was talking with our bleeding-edge senior copywriter about the collision of branding and storytelling. Is that story in your brand or brand in your story? It seems companies are tired of the business babble and ready to engage in more meaningful ways. Why not throw the audience right in the middle of an epic adventure, loosely associated with a brand? J Peterman is notorious for making seemingly uninteresting items into coveted treasures by rambling off tales of world intrigue. Dos Equis brilliantly aligns with the most interesting man in the world, who incidentally, lives vicariously through himself and knows how to speak French in Russian. I must admit, I'm a sucker for dead-pan third-party narration. Absurdity and suaveness, always an ideal combination. This campaign has turned standard frat-boy beer advertising on it's end.

Touting product features, dotting the i's, and crossing the t's only gets lost in the sea of safe marketing mediocrity. Big industry words are easy to ignore. Everyone's got the same product category features. And if they don't, they can easily attain them.

Check out Venables Bell & Parnters. AdPulp says their mission statement is "outstanding" and how they tell a brand story is pretty amazing as well.

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