Macro & Micro Stories for Mobile Marketing

Creating the Macro Story and Micro Episodes to tell your brand story in smartphones and other mobile devices. (3:51 mins. video)

For ideas and tips on marketing, storytelling and communication, you can join Antonio Nunez´s free newsletter at antonionunez.com or follow his Twitter @AntonNunez

Using Storytelling for Market Research

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Finding a good personal story during qualitative research is like hitting the jackpot. Stories can be as important as insights because they are emotional, educational and easy to remember and cascade in huge organizations. The conundrum is that asking people for … Continue reading

3 Healthier Male Archetypes for your Brand Storytelling

Masculinity for Amateurs

A NEW KIND OF masculinity is emerging in America and new male archetypes are already consolidating themselves in some US subcultures.  Those brave enough to celebrate this upcoming idea of ¨maleness¨, will not only collect the symbolic profits of harnessing a big cultural trend, … Continue reading

How Google Planning is Endagering Cultural Strategy

Google Planning Strategic Planning Antonio Nunez

Picture by SDASM Archives

Google’s Analytics, Trends, Console and the rest of their suite of tools, in combination with Google search engine´s simplicity, have made many brand planners believe that you can come up with a great strategy by simply burying your head in a computer screen. This is what I affectionally call “The Google Planning Plague”.

The negative results of understanding Google tools as the only source for creating brand strategies are many:

-1. Planners are not trained in social and observational abilities, like connecting with strangers through empathy or reading consumers’ non verbal communication.
-2. Planners are content detecting people´s surface behaviors, they forget to dig deeper to discover the ever-evolving cognitive insights that are based in attitudes and values.
-3. Brand strategies do not touch base with consumer´s lives beyond the digital.
-4. Strategies lack a coherent narrative. There is a shortage of the most wanted word in the digital world today: Context.
-5. Planners have stopped reading novels, comics, watching movies or trying to understand our cultural past and brand genealogies. Any research that takes more than a few hours or is not already pre-digested with the hit of a button is removed from the strategic planning process.
-6. Account people and Clients are getting used to having “Strategy Decks” ready within hours.
-7. Agency Financial people and Clients are loosing the habit to sign or pay for research budgets.

By over-using Google analytical tools, some young strategist are making the same mistakes that we, the more seasoned strategists, made in the past. For several years we relied solely on another kind of “new technology” research tool: focus groups. Yeah. Focus groups were more convenient, mess-free and affordable than the “old fashioned” long walks in the street, visiting malls or consumers´ homes or the in depth interviews with experts and influencers. Focus groups were the equivalent of going to the movies: you just had to sit and watch. By over using focus groups, planners realized the hard way that they were not learning about everything that was there. Observation and one-to-one interviews need also be part of the research equation.

Planners are forgetting the art of what the great Douglas B. Holt called cultural branding: understanding the cultural context, subcultures and the genealogy of consumption myths.

Conducting direct observation ethnos should still be key in any planning strategy. As Y&R´s Global CSO Sandy Thompson usually says: “If you want to understand how a lion hunts, don´t go to the zoo. Go to the jungle.”

Long live the trips to the jungle and long live Google´s suite of research tools.

For ideas and tips on marketing, storytelling and communication, you can join Antonio Nunez´s free newsletter at antonionunez.com or follow his Twitter @AntonNunez

Why Symbols Shape Political Storytelling

Flags in America by

Illustration by Christopher J. Ortiz @ChrisJOrtiz

On the TV screen, the passionate crowd sang submerged in a sea of crimson flags. “Look Grandma, look at how beautiful our red flag is”, I cried. I was literally jumping up and down from the joy of seeing the Spanish national soccer team appearing in the grass field.

My grandmother went mad. Grabbing me violently by the shoulders, she stared at me with terrified eyes. “For the rest of your life… don´t ever, ever repeat that word again!¨, she yelled. She realized then that I was trembling. “Son, you don´t say… that R word, you want to say colored”. I was confused: colored could be any color. “Obey. You will understand when you grow up”, she said pointing at me with her index finger.

As a Spaniard, I grew up in a culture that, fifty years after the end of the Spanish Civil War, was still violent, polarized and radicalized. Coexistence and respect were not easy, even among members of the same family. My grandfather was a policeman during the Franco dictatorship. My great uncle, on the other hand, was a Republican who had lost the war against Franco’s front. He was a political prisoner, forced to waste away most of his life in the Puerto de Santa María penitentiary. He was a so-called “rojo”, a red or, as my grandmother wanted me to say, a ¨colored¨.

These past few days, we have been immersed in an important debate around the use of words and symbols in America. President Obama’s use of the N-word in an interview, in which he talked about racism and discrimination, has been controversial. For some people, the context of the conversation legitimated the use of the word. For others, the term should never be used, under any circumstance, and the President committed a terrible mistake by doing so. Another controversial conversation around the topic of symbols is the Confederate flag, still waving in the State Capitol of South Carolina. For some, this flag stands for many noble Southern traditions. For others, it’s a symbol of white supremacy and segregation. Last, the LGBT community finally getting from the Supreme Court the equal right to the most symbolic ritual in modern society: marriage.

Millions of citizens felt the urge to join the debate, especially in social and traditional media were they were trending topics. But no matter how intense and passionate these debates have been, there are still many leaders who do not take them seriously. Too many politicians, CEO´s, journalists, celebrities and opinion leaders prefer to ignore symbols.

There is the “Fanatic of reality” type of leader: people who understand that the symbolic world is dissimilar from the real world, and not intimately intertwined. These “fanatics of reality” disregard debates around symbols as anecdotal “emotional issues” that should not distract society from dealing with “real, tangible problems”. They find debates around symbols a waste of time and social energy. Americans should not be debating around flags or words, but about the economy.

Then there is the “Conspiratorial theory” type of leader, those who consider symbols as distraction weapons, used by obscure groups of interest to manipulate the masses. They understand that participating in debates around symbols is a symptom of ignorance, gregarious behavior or lack of intellectual rigor. Serious people shouldn’t be trapped in conversations around flags.

There is also the third kind of anti-symbolic leader, an even more selfish type: the politician or leader who believes that by not taking sides in the debate, by not making their opinion public, will not loose any potential ally or vote.

I have worked with words and flags, symbols and rituals and archetypes and metaphors in different countries. I have learnt that these storytelling tools are key to all cultures. Symbols are not mere embellishments or sentimental memorabilia; they are cultural fuel that embody the past and help shape the future of societies. As storytelling animals, humans need symbols in order to dream, to be able to connect with others and to work and live together. Culture, a precious connective tissue, is ever-evolving; a corpus of stories and symbols that need to be continually reshaped by people.

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One of the most popular memes about the Confederate flag topic in America

Therefore, these discussions around the evolution of symbols are healthy and necessary. As a society with many contrasts, America cannot afford to ignore these strategic conversations, no matter how harsh, radical or polemic they might become.

On the contrary, what I find unhealthy is the myopic or selfish reaction of some leaders, from Presidential candidates to prestigious journalist, avoiding to participate in the debates surrounding these symbols.

Given the number, frequency and high voltage of these types of debates, and how quickly they become trending topics in America, I believe that one of the overarching stories of this upcoming 2016 Presidential campaign will be the coexistence of differences in this nation and the need to update many symbols and rituals. Candidates will need to work on proposals and ideas on how to heal historical wrongs, how to foster tolerance, conviviality and inclusiveness among the varied races, religions and identities of this wonderfully multicultural nation. Those Presidential candidates with vague or elusive answers to the use of national symbols and those who try to manipulate them in their benefit are not only lacking solutions to the problems or being irresponsible; they are also making a big political mistake.

My Spanish grandmother never got to experience the freedom of speech enjoyed in this country. I learnt from her that words, flags and rituals can help to heal the wounds of a nation… or to reopen them. If the power of storytelling through symbols can accomplish so much, our political leaders should not ignore their moral duty to construct social cohesion through them. They better give symbols the importance and respect they deserve for the good of this nation.

For ideas and tips on marketing, storytelling and communication, you can join Antonio Nunez´s free newsletter at antonionunez.com or follow his Twitter @AntonNunez

How to find conflicts for your brand storytelling

Amy Hempel picture by Unknown Author

Amy Hempel picture by Unknown Author

In order to create effective storytelling strategies, brands must resist their habitual tendency to want the general consensus of the total population. They must instead be bold and put down roots in conflict. It is not about being conflictual for the sake of conflict itself, it is about illustrating a polarizing interpretation of a cultural truth.

This narrative conflict potential should be the new definition for “consumer insight,” not the old “simple universal recognizable truth.” If your consumer insight is universally considered a truth, then it lacks the potential for narrative conflict. The challenge is to find the conflict that a brand can be identified with and go to town with it.

If conflict is the new brand idea, then stories are the new creative campaigns. This is why marketing and advertising professionals tasked with finding stories should learn from research journalists, an occupation profile that needs to be incorporated into our line of work. Planners can learn from reporter’s abilities of observation and research to find scoops. Creative Directors can learn from Editor’s capacity to curate stories. The first should be “storyfinders”, the latter should work as storytellers.

The journalist and writer Amy Hempel illustrated these abilities of observation and curation during an interview for the 166th issue of The Paris Review:

“I don´t feel I have a particularly large imagination, but I do have some powers of observation. Part of it stems from training as a reporter, when you are trained to see the salient points of any situation and see them fast. I can select the one thing that will tell you the most about a character, but this is just from looking around, not from thinking it up. Recently I overheard someone say that she had given a friends of hers a ladder. The gift of a ladder. The reason was that the friend was a woman who’ d just been widowed, and her late husband had been very tall. I’m sure I made a note of that.”

The search for inspiring stories that synthesize a brand’s conflict is becoming the primary activity focus of communication agencies. Advertising agencies are becoming a hybrid between a mythology lab, able to understand conflicts; a newspaper editorial room, able to find the perfect story; and a content producer, capable of making the narration of each and every story spectacular.

You can read the full interview at The Paris Review website here.

For ideas and tips on marketing, storytelling and communication, you can join Antonio Nunez´s free newsletter at antonionunez.com or follow his Twitter @AntonNunez

Storytelling As Seen In The Streets

Author: Unknown

Author: Unknown

For ideas and tips on marketing, storytelling and communication, you can join Antonio Nunez´s free newsletter at antonionunez.com or follow his Twitter @AntonNunez