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Narrative Marketing Is Based On Your Core Story

Foundational stories become brands' best defense against advertising blindness and marketing disconnect.

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Storytelling is a Basic Human Urge

My work is based on a lifelong personal encounter with nature... of respect for dirt and grime and fear of storms...and wild animals. California Green Solutions is about living in harmony with nature...whether it's fire or balmy breezes (or both!)...and that's my story! My work, my productivity in life, is ultimately all about nature...and yours is, too -- at least that's what people are telling me. That's why we concentrate on work-based practical solutions. Carolyn

Ads That Tell a Branding Story Work Better

According to a three-year study by the Advertising Research Foundation and the American Association of Advertising Agencies, ads that tell a branding story work better than ads that focus on product positioning.

As reported by Brandweek, 33 television ads across 12 categories were analyzed by 14 emotion and physiological research firms, with tools that included testing heart rate and skin conductance to brain diagnostics.

Reported Brandweek: "The report contends that in many ways, advertising is stuck in the past. The 20th century was dominated by a one-way transactional focus where ads were pushed at consumers. Today, consumers interact with ads to 'co-create' meaning that is powered by emotion and rich narrative."

Facts and Features are Important...However!

While facts and features are important, the authentic narratives become the platform that let a brand take on a life of its own.

Authentic narratives create reason to believe, and help transform product utility into experience and connection.

While this phenomenon is particularly evident in smaller businesses, it holds true for many large companies as well.

Intimate Stories for Big Companies

As companies get larger, they typically use various mechanical media and distribution tactics to extend narrative virtue and achieve scale. We see this happening with virtually every large business, and it's a model many advertising agencies build their businesses on. Of course, the paradox is that with greater scale, the more institutional and faceless a brand becomes, making authentic narratives ever more important -- but challenging to maintain.

Let's Stamp Out Advertising Clutter!

In a world of growing advertising clutter, brands with authentic and compelling narratives -- human ones -- will be ever more advantageous.

Those foundational stories increasingly will become brands' best defense against advertising blindness and marketing disconnect. Perhaps most challenging will be a company's ability to be true to itself and let those narratives shine through. In this age of growing transparency -- where our mental BS radars remain on high alert and are only further sensitizing -- narratives can't be artificially manufactured.


Edited by Carolyn Allen
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