BRANDTELLING
Brandtelling is the art and science of brand storytelling. Is the transition to e new era of communications and the beginning of a new fascinating period where brands reform themselves to adapt to the proliferated media environment. It is the era where brands will start to behave more like persons, being more multi-dimensional, more emotional intelligent, with more things to say to more people. So brandtelling talks about the need to abandon the simplistic reductionism of most marketing / communication theories and embrace complexity and nuance. This is the Brand polyphony era where a brand can say many thing to many people and not only a single target audience, using an extraordinary variety of ways to address its identity. And the problem, is not that the audience became elusive but the language that the brands speak.
Brands that understand the new scene tell compelling stories and attract the audience to their world. They are just telling stories using every possible medium.
The audience is not elusive only because of the media fragmentation but as well because it doesn’t anymore want to receive advertising that is not invited. So i reckon that advertising should take the role of entertainment that is not imposed but welcome and engaging. Back to storytelling my opinion is that people will never get fed up with storytelling because this goes back to the first time they heard a tale from a beloved person. Maybe advertising should take the role of this beloved person. The only concern of the audience will be, asking the question “… and what happens next?”
The digital revolution is transforming marketing, entertainment and technology everywhere. The boundaries between media and advertising, content and products, creator and producer, audience and critic are dissolving. This new world demands new language.
