– The most important thing for a brand isn’t communication. It’s engagement.
Charles Vallance knows a thing or two about successful brands after many years in the advertising industry. He is inspired by Creative Director of VCCP Spain, Beto Nahmad, the first person he heard using the term “story doing”. And here is why this term is essential:
In a media savvy time, communicating the brand message comes across as more blabbering than actual action. In other words, storytelling appears inactive and rather sluggish. The key here is to think less about brand narrative and shift the focus over to brand drama:
We need to stop asking ourselves what the brand is saying, and in stead ask what it is doing.
So, storytelling is supposedly dead. Enter story doing. And according to Vallance, we could learn a thing or two from the old brands. These had to compete for attention before mass media and the increasingly digital age, and they did it through being a story, not telling it. Vallance believes this now is the key for us, too. Old brands had to earn the attention from scratch, which over time creates a more robust and viable brand.
It is not solely about the message, it is about what we do and the engagement it creates. The storytelling comes second. It might mean a redefinition of our jobs.
It certainly means a more proactive brand. It is about earning the media attention. And dramatic as it may sound, adding drama might just be what your lullaby story brand needs.
Read the article from Campaign.co.uk here
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