Monday, October 19, 2009

Appealing to the Core?

If you're a man, you might be able to picture yourself in a similar situation.

If you're a woman, you may be able to relate to that sinking feeling you get when you know the jig is up.

And, just to take gender out of the mix, see if you can relate to those moments in life when you are absolutely, positively ... busted.

With no way out.

Prepared to face the bitter truth.

Canal+ ("Canal Plus", "C+" meaning "Channel Plus/More" in French) is a French premium pay television channel launched in 1984.

However, the point of this post is not to extol the virtues of Canal+ as it is to illustrate the power of storytelling as it relates to your brand. Just as Hollywood screenwriters labor over their scripts to make magic happen in 1:17, great brand architects create similar results when composing copy for everything from websites and radio spots to brochures and business cards. But, a writer's brain is like a magician's hat. To get anything out of it, you have to put something in it first. Otherwise, you keep telling the same sad, small, ordinary story, confining your brand to the same sad, small, ordinary existence.

Years ago, one of the best examples of the strategic value of storytelling was a catalog that became as much fun to read as a gripping novel. This catalog vividly demonstrated that even a boring product could be brought to life with a little romance - so much so it became a part of pop culture.

It's a catalog you're probably familiar with, but the original source of this story may still surprise you.

Your brand is a story embedded in the mind of the market, and as such, the more riveting the story, the more it gets absorbed and remembered. When articulated clearly and persuasively, your brand drives the entire business, not just the image wrappers of copy and identity.

Keep in mind:

- New logos or taglines never cover up product or service shortcomings.
- Having a minuscule marketing budget can stimulate creativity.
- Copy offering emotional sizzle without product or service substance is little more than 'sponsored entertainment'. In other words, no core = zero bite.

Does your brand have a compelling story to share?

If so, has enough care and craftsmanship been invested in how that story is told?

"My stories sell these clothes"

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