In my first blog post, I spoke about creating a “brand experience”. This is most effectively done through telling a story. Consumers are experiencing brands in a whole new way with the advancement of digital media.
Consumption experiences have been theorized as personal and subjective experiences that people go through, ones that are often laden with emotionality for the consumer, i.e. a hedonic search for fantasy, feelings, and fun. The consumption experience is no longer limited to certain moments of truth (purchase and use), pre-purchase activities (stimulation of a particular need, search for information, assessment, etc.) or post-purchase activities (assessment of satisfaction) (Caru, & Cova, 2004). They are experienced through videos, films, and digital devices. If you want consumers to experience your brand, you must tell a good story!
Stories are linear. First this, then that, then that other thing. Stories are made out of pieces of information presented in a sequence (Menick, 2016). Creating a branding video requires a storytelling strategy that gives viewers bits and pieces (aka shots and clips) of information presented in a manner that is a little bit misleading, which allows the viewer to discover new information in each shot leading into the end discovery of the “brand”.
So, where exactly does an excellent “branding video” start you ask?? A marketer, an idea, and a story pitch… that’s where.
Here are two great examples of commercials who have created an excellent branding videos and an example of how I would have pitched the story before the video was made. Take a moment to read my story pitch before viewing the video. Once you have watched the video, tell me what you think of my story pitch. Did it match up? Did it make you want to view the video? Did It effectively “sell” you on the idea of the brand?
The Guinness Wheelchair Basketball piece:
Envision a basketball in mid-air heading towards the hoop. Next, you see a group of men playing from wheelchairs. One scores! Yes, victory! Next, one tips his wheelchair but gets back up.
The narrator: Dedication, loyalty….
The game ends. All the men, except one, stand up.
The Narrator: Friendship….
They leave the gym together. The bartender pours a craft of Guinness.
The Narrator: The choices we make reveal the true nature of our character….
(Branding: Guinness builds character)
Let’s show people how being addicted to their devices are affecting their sex life. Let’s interview couples of all different kinds and ask how and where they use their device to reveal the truth of how often it’s used in the bedroom.
Next, let’s offer a “new breakthrough” on how to use your device to improve your sex life. The “breakthrough” will be: Introduction of the off button!
The couples laugh and share a moment of truth.
(Branding: Durex connects couples.)
Carù, A., & Cova, B. (April 04, 2008). Small versus big stories in framing consumption experiences. Qualitative Market Research: an International Journal, 11, 2, 166-176.
Menick, S. (2016). West Virginia University. Lesson 3: Stories, and movies are linear. Retrieved from: https://ecampus.wvu.edu/webapps/blackboard/execute/displayLearningUnit?course_id=_69892_1&content_id=_3219530_1&framesetWrapped=true