Why Ad Blocking Is Booming?

Native Advertising Antonio Nunez

Ad Blocking services are booming because we, marketing people, are failing to create relevant and likable digital advertising. The more intrusive and harassing our advertising becomes, the more people turn to ad blocking. Continue reading

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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

Brand Storytelling to Spark Conversations

Content is the new king of marketing, they say. It´s not. Content that make people talk is.

Renault UK created a life sized Scalextric race in London featuring the all-electric Renault ZOE.

Nike created a chalkbot to promote their LiveStrong campaign during the Tour de France 2009. While people, in real time, send texts to a web, a robot wrote their messages on the road.

Starting in 2011 the Colombian Ministry of Defense promotes demobilization amongst FARC guerrilla members during Christmas. For their campaigns they set up illuminated Christmas trees in the middle of the forest and invite guerrilla member´s families to send messages to their relatives in capsules distributed by letting them float down the rivers. In the capsules, the families put letters, pictures or small Christmas presents. Their letters usually ask their relatives to demobilize and come home.

It doesn´t matter if these campaign executions look poorly  made or even fake, if they are advertising or propaganda or if they are traditional advertising, guerrilla campaigns or Ideas Bigger than an Ad. They all work because they reach their goal: they make people talk about them. And people do it because the stories have conflict, they are full of emotions and sensations and they contain truth. Let your story spread the word.

Brand Storytelling is not about using the old broadcast mentality: producing static content. It´s about helping people to engage in conversations around contents.

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

El futuro del storytelling según Coca-Cola

Jonathan Mildenhall, Vice-presidente y Global Advertising Strategy and Creative Excellence en The Coca-Cola Company es responsable de la estrategia creativa de la totalidad del portafolio de marcas de Coca-Cola. En estos dos vídeos, creados mediante dibujos por The Cognitive Media, se explica su visión sobre el futuro del Storytelling. La evolución del storytelling pasa por transformar el storytelling unidireccional en otro bidireccional, y de atreverse a usar la tensión y el conflicto.  Dos frases muy relevantes: “every contact point with a customer should tell an emotional story” (cada punto de contacto con el consumidor deber contar un relato) y “we alll need to use conflict constructively as conflict can be an enabler of outstanding creative thinking” (Todos necesitamos usar el conflicto de forma constructiva, porque el conflicto puede ser el catalizador de un pensamiento creativo sobresaliente).

Más información sobre storytelling y comunicación en www.antonionunez.com
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Why Brands Must Embrace Conflicts

Daretoembraceconflict

The complete publication of “Think Say Do” by Young & Rubicam

Find Antonio Nuñez´s article on brand storytelling “No conflict, no story”, on page 13  in this publication by Young &Rubicam, 2013.

Más información sobre storytelling y comunicación en www.antonionunez.com
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Antonio Núñez en Twitter: @AntonNunez
Comprar Storytelling en una semana en Amazon.es

Comprar Ebook Storytelling una semana en Casadellibro.com

Ejemplos de storytelling: Johnnie Walker y el hombre que caminó el mundo

Vodpod videos no longer available.

Hay veces en que una marca debe contar un relato sin la posibilidad de introducir mensajes o iconos abiertamente publicitarios. Esta limitación hace que escribir o contar el relato de una manera diferenciadora sea un reto. Sobre todo porque nuestro objetivo es que cada vez que contemos un relato de marca, lo hagamos como ninguna otra marca podría hacerlo -con tanto nivel del credibilidad, reconocimiento de marca o grado de apropiación-. Unas veces la solución está en utilizar de manera consistente un punto de vista de narración concreto, el uso del Eje Temporal, el ritmo, la manera de ordenar los acontecimientos, el aliento de los diálogos o el tipo de conflictos planteados.

En el caso de la marca de whishy Johnnie Walker, de Diageo, el reto es difícil, ya que debe crear muchos relatos y contenidos diferentes para muchos soportes distintos, respetando en todo momento las crecientes restricciones legales a la publicidad de bebidas al cohólicas en todo el mundo. El recurso encontrado me parece tan sencillo como brillante. Los relatos de la marca los cuenta gente que camina, recordando al icono de la etiqueta y su lema “Keep walking”. Idealmente cualquier relato de la marca de whisky debería ser contado según este simple principio, desde las presentaciones a la prensa, las visitas a la destilería, las campañas publicitarias, los patrocinios o las notas de prensa. En este vídeo de la agencia BBH, el actor Robert Carlyle -recordado por su papel en la película Trainspotting– nos cuenta el Relato Fundacional de la marca. El fuerte acento del actor de Glasgow termina de poner el remate de credibilidad.

Más información sobre storytelling en: www.seramejorquelocuentes.com