How to Tell Tales: Brands’ Path to Publishing

Once upon a time brands used to be in control. But happily-ever-afters are dwindling and brands are scrambling to tell stories.  Consumers can now tragically end brand stories by skipping, unfollowing, or YELPing.

Being great at content is not about the tactical wins on Twitter or successfully newsjacking news. Content is not one-off, it should be a sustainable solution that evolves with brand communications.

Consumers now have the right tools to CREATE, TELL, and DISTRIBUTE accounts of their brand experiences.

Whilst brands insist that they are THIS kind of brand, consumers find a way to define brands differently- with what? STORIES.

The Greatest Story Never Told

There are a lot of great stories out there that have yet to be told greatly. Storytelling is living vicariously through consumer experiences so that more people could experience life with brands. Information is no longer the currency, stories are. It’s not the hunt for the cool, it’s the pursuit of the REAL.

To tell a story, the brand must be a living and breathing core that fuels the creation of more stories.  The new language is art and if brands don’t communicate with respect for aesthetics and authenticity, then consumers will not be engaged.

Story owners and Storytellers

You don’t have to tell stories on your own. That’s why artists, writers, poets, tastemakers exist for they have a higher calling to create and curate beautiful things. That’s why Kanye West is no longer just a rapper (see DONDA).

Is crowdsourcing the answer? It’s risky for it invites all kinds of responses and if you filter it, it backfires.

A more proactive solution is to create an open platform of inspiration where quality creators will be enticed to create, co-create, and share their work.

For example, Joseph Gordon Levitt’s brainchild- HITRECORD. It has become so successful that made-for-TV episodes on Pivot are done through collaborations with artists across the globe with just one theme cascaded by JGL.

 

 

The Storytelling System

The Storytelling System has three key players – The Stories (client), The Raconteurs, and the Inspirers. There is a constant creation and distribution of stories told in images, words, films, etc. These stories are then distributed to inspirers or tastemakers signaled by a LAUNCH but artists can continue to enhance the existing projects.

To make the system work,

• Conduct an inventory of your stories, both told and untold,
• Set up your publishing/content platform that enables story creation.
• Pool in your Creators and Storytellers
• Create a PLOT (communication brief)
• Launch the story via Curators and Inspirers
• Distribute gains and give recognition

MEDIACOM BEYOND ADVERTISING specializes in designing Storytelling Systems (Content Strategy, Creation, and Distribution) that enables the cycle of creation by creative and authentic artists who also happen to be your consumers.

And this is where we take brands beyond traditional, beyond advertising, beyond just cascading information.

Because to become a PUBLISHER, you must be a STORYTELLER.

And you better be a bloody good one.

 

Jox is a Content Strategist & Storyteller who thrives in integrating brand promises with everyday human stories. She lives vicariously through media and content- ads, viral videos, haiku apps, and blogs. She lives and breathes art to fuel her passion in marketing brands. 

 

Make it “Viral”

There is a Content bubble happening across brands. Stories have become the currency of engagement. It is quite surprising how Brands (and Brand Managers for that matter) have decided to take a back seat, patiently waiting for functional messaging to come out in the end or subtly along story lines.

VIRAL & MOVEMENT are words circling around in brainstorming sessions and client briefs. “Viral”, is a function of highly entertaining or moving stories that people “organically” circulate online.  Honestly speaking, I am way past “Viral” that if we keep on saying it, the marketing gods might just release the Kraken. My proposals have been consciously turned to, “Let’s make a viral video” to “Let’s make a good story that can potentially go viral”. No asset or campaign is inherently viral. If people like it (or hate it), it will be picked up. And now here’s hoping that the brand won’t be overshadowed by the story. DEBATABLE.

“Movement”, is when having triggered an idea, what then do you want consumers to do? To many movements out there that we’ve run out of words to call them. And consumers have become exhausted that we’ve been asking them so many things to do just to support our brands and tactical campaigns. “Isn’t a Facebook like enough?” No because now that you are our advocate, we need you to convert others. And then they just don’t like us anymore thus, the drop off. Then we resort to incentives just to move the needle conversion just a little bit. I am no expert and I have yet to figure out a new way to get out of the Movement mindset.

Brands have embraced Advocacy and assumed identities that ride on the signs of the times whether on diversity, animal rights, human rights, or what have you. For instance, campaigns with Feminist undertones (I, myself, have yet to fully grasp what Feminism really is) have invaded newsfeeds encouraging women to be “themselves”, stand up for what’s right and stand up for themselves. These are not exactly new it’s just that because of brands and commercial attempts, these topics have moved mainstream. After all, if you support a woman of character, a credible bra brand support her. I digress.

Here are some examples:

Pantene Whip It (Philippines): The first thing that I did as soon as I saw it was post on Lean In’s wall. This one was picked up by the right people who believe in the cause but was questioned by Brand advocates. “Where’s my brand?”, they asked. My honest take, at least that’s new news for shampoo vs. trying to convince women what Keratin is.

 

Wacoal My Beautiful Woman (Thailand): The Thais have done it again. They always manage to get reactions from me. Again, no new news for bras but this one just made me question what kind of support have I been getting from Victoria.

 

Budweiser Puppy Commercial (USA): Just pure love. And it doesn’t just apply on animals.

#HashTag2020: What does 2020 look like in the eyes of Millennials

As published on Digital Market Asia on 11th February 2014 and BLINK, an international publication by Mediacom

Image developed by Muk Ho

For many young professionals, it’s easier to talk about how they imagine their 30s will be different than their 20s than it is to consider the Year 2020. It’ll be important soon enough: Millennials (Generation Y) will make up the majority of employees at 50 percent of US companies by 2020 and 75 percent of global organisations by 2030. So, what are these young people thinking about? Check out their answers to a simple question: ‘What do you think will happen to you and the world in 2020?’

#2020experience
It’s encouraging to note that most of the answers were generally optimistic. ‘Life 360’ was a term used more than once to describe a holistic future where family and career are balanced with the help of technology. Contrary to the selfish stereotype, Gen Y wants to contribute to collective efforts such as sustainable living, organic farming and promoting a better world. “I just want to be a better person than I am today,” said a digital media team lead in Jakarta. There are some, though, who foresee nothing short of an apocalypse. These Millennials seek alternative, or underground, news online. “The environment will be much worse than it is today. We will be close to broad scale armed conflict,” said a team leader from Japan. They may have faith in technology and humanity, but their hope does not extend to political systems. This group has gone beyond conventional preparations for the future, including learning how to open cans (of food) without a can opener. They’re not paranoid; they’re just preparing to survive.

#onelifeonedevice
Our panel expects seamless integration – not just of multiple devices, but of human cognitive and emotive functions. No more multiple transactions, SIM card swaps or currency exchange. A planner from Malaysia foresees a ‘universal card’, which she thinks will merge daunting application and validation transactions by the time she becomes a busy working mom. Surprisingly, Millennials hope technology will help them slow down, not go even faster. They expect devices to simplify life and make people more reflective, especially about privacy. A young manager from New York imagines that “the need for privacy will become a huge issue and will create almost a new industry for people who wish to protect themselves from privacy invasion”. “I imagine the world will have become so ‘noisy’ – with streams of unedited and uncontrolled information from all over the place – that there will be opportunity to create platforms that help individuals counteract that clamour, speed and invasion of privacy,” notes a media planner executive from Indonesia.

#YOLO (You Only Live Once)
Generation Y consumes content to find inspiration and help them figure out what they want to do with their lives… or just where to live next. Online search (particularly Google) helps them make savvier choices. And they’re not settling. Millennials have become career slashers, working at multiple professions that may not necessarily relate to each other. One Filipino expat in Singapore has continued booking casting calls while working as a planner. More people refuse to be referred to by one designation, with the Internet enabling the constant search for the next gig. Content curation and image management via LinkedIn, Tumblr and other sites are just some of the proactive steps taken by young professionals, especially when they have one foot out the door. It’s just a matter of being aware of what will appear in Google’s search results.

What if you could organise the FUTURE?
Millennials are organised, but depend on automation to pay bills, budget and manage their day-to-day activities. Most Millennials, particularly the youngest of the generation, can theoretically imagine 2020 but are vague on the details (even though it’s only six years away). Most talk about wanting to settle down and have a genuine and happy family life.

Imagine a life app that could run for a year before it served up possible mates, based on every transaction, interaction and connection made (or missed) in the prior twelve months? Or one that encourages you to start eating healthier (or invest in insurance for a probable bypass surgery)? Millennials assume that technology will lead to better decision making… and more free time to think about global issues. Gen Y’s heightened interest in politics, the environment and humanity may be an opportunity for brands to reshape their identities. Social causes could become brand definers or fuel product innovation.

Bottom line: Millennials have expectations of themselves and of the world, and plan to be active participants in that future.

GRIT

“Hardwork beats talent when talent doesn’t work hard”. – Tim Notke

SUCCESS- such a powerful word. The very promise of it serves as a key driving force to anyone. Who among you here think that they’ve made it because of intelligence? Hardwork? Guts? So many traits have been pointed out to determine success. Yet there is a key factor that contributes to success- GRIT.

“Grit is passion and perseverance for very long-term goals”. Abigail Lee Duckworth, a consultant turned public school teacher turned Psychology professor, studied the patterns of success among several subjects. What they found out was that it was not IQ, talent, or any genetic or circumstantial characteristic alone that lead to success. It’s about sticking to your goals and braving through obstacles. You may call it perseverance or resilience, only deeper.

I just watched the Apprentice Asia finale. It was down to two contestants. Andrea from Singapore who had a track record of winnings and Jonathan who remained persistent throughout. Jonathan won and he attributes his win to one thing: GRIT. His undying passion that remains inflamed in him.

Practice makes perfect. Rather, deliberate practice makes perfect. It takes 10,000 hours doing the same thing over and over again. This is what author Malcolm Gladwell in his book,Outliers, found out about the groundbreakers such as Mozart and even the Beatles. They relentlessly practiced and lived through their art. “Grit is sticking with your future — day in, day out, not just for the week, not just for the month, but for years — and working really hard to make that future a reality”(Duckworth et.al).

Life is a marathon. How many times have we heard this? We just don’t have one strand of motivation and end at the first pit stop. We continue riding with the highs and the lows. Grit as a virtue dates back to even Aristotle’s time. Historically, we know that as long as we live, we must not stop pursuing.  You remember the fable of the turtle and the hare. Potential-wise, the hare had a better chance. But he rested on his laurels and in the end, the persistent turtle won.

Success is not easy. I know that. YOU know that. It is not a linear path. It is actually messy but the key is to be consistent and never losing your eye on the prize.

“Our most important talent is having a talent for working hard” (Duckworth et.al). So be GRITTY and find your greatness.

*I delivered this entry as one of my speeches in Toastmasters. Winning Best Speech in that meeting was an added blessing. 

Women, Causes, and Ads: International Women’s Day

Talking to women, selling products, services, ideas, and any commodity imaginable have been proven to be profitable. Billion-dollar businesses thrive on women’s buying power. Advertising has come a long way when it comes to women empowerment. Ads have evolved with women as their roles changed, shifted, and escalated to new heights.

Yet International (Working) Women’s Day serves as a reminder that whilst it is worth celebrating gender equality, there are still issues that can be considered backward as culture, religion, or even ignorance can be a factor that hinders rights from being acknowledged and implemented. It’s always a step forward and two steps back in the feminist realm.

TIME Magazine hit the stands yesterday with a bold statement, “Don’t Hate Her Because She’s Successful” with a seemingly ubiquitous presence of Sheryl Sandberg that implied that we’re not going to get rid of her and her supposed cause easily. The statement pertains to one of Sandberg’s points on female’s rise to power that is inversely proportional to her likability. Now whether this is a publicity stunt for mercenary causes or a real cause about “rebooting Feminism”, I personally believe the latter but I shall not dwell on this.

Image courtesy of TIME magazine

Timing is everything and the riveting cover opened up International Women’s Day on a positive note. It also happened to be a grand launch of Sandberg’s new book, Lean In and her new organization that has already gathered women of power. Given all these contact points that strategically hit the right buttons at the right time, the campaign seems to be moving full speed ahead.

International Women’s Day is also a perfect platform for make up brands. L’Oreal has been truly effective with its “Because I’m/you’re worth it” tagline. One way to keep track of women’s progress is through their ads. Back in the day, make up ads would be even dubbed with male voice talents because beauty and image were defined from a man’s perspective. The Feminist Revolution has shifted the focus and spoke to women by women.

L’Oreal also has reinforced its Women of Worth campaign to reinforce the brand’s association with women empowerment.

The brand partnered with Marie Claire and kickstarted the #womenwishes campaign on twitter.

At the end of the day, campaigns that capitalize on words are not enough. When a brand or company hinges on a cause and venture in Corporate Social Responsibility, there must a follow through. The agenda must be real. Companies must excavate their hearts that have been piled on by corporate blur. It’s time to go back to humanity.

And ads are just waiting to be conceived to once again stir the status quo and document history.#

(C) Brand and Pitches 2013

Why Brands Should Be Patient

I would like to share a powerful and poignant ad without every bit of hard sell advertising. I like it when brands are patient and trust that consumer truths will drive the message. Execution-wise, the story kept me intrigued until the end.

These days, brand managers tend to be anxious about exposure. There is an apprehension that expensive ads that don’t carry much of the brand will be money wasted. All elements must be according to the brand aesthetics for somehow, that will induce recall among the target.

The excess of this obsession leads to hard sell advertising. The type that turns people off, even the very people in the industry. It’s a cry of desperation, an aloof move in the hopes of winning consumers. Just because there has been an influx of media platforms, it doesn’t mean that brands should bombard people with “you need this, buy us” pop ups.

I believe in consumer truths and that brands/products that have intrinsic qualities of being great, can genuinely cater to a need. Sure there’s business and everyone up to the events agency can be overwhelmed with KPIs but if brand teams extend their myopic views of hitting targets to answering real needs, it may more or less follow.

 

Lifebuoy soap by Unilever is an undisputed leader in India. For a category leader, its mission is not only to keep the momentum but to also grow the category. It has promoted the Global Handwashing Day creating awareness about the dangers of diseases caused by not washing the hands and also creating relevance worldwide.

Yet in its ads, it doesn’t zoom into a direct approach of saying “Wash your hands before eating or you’ll die”. It appeals to heightened emotions and enlightens everyone about facts embodied by one story. The brand has embraced the mission of reaching out to people, teaching them, and ultimately saving lives or helping millions of Indian kids reach the age of five.

In this ad, you would get the feel of an ad but it’s and ad worth traveling every second with. And the “reveal” is not even about Lifebuoy but about this fact that not all children receive the miracle of surviving until five. The brand took a back seat yet its significance has encapsulated the story so strongly that you want to know what it does next, what story is going to be told, and what problem it’s going to solve.

And indeed, to keep the conversation happening, Lifebuoy has engraved its story into the largest religious gathering in the world…

 

(C) Copyright Brands and Pitches 2013

Consumer Involvement in New Age Brand Communications

By now we cannot deny that consumers have become wiser when it comes to digesting information. When they don’t like a commercial, they can just skip through it. In fact, they are moving towards activities and channels that enable them to be free from commercial pursuits. They know when you’re selling something and when they think you are such a phony, they can shut you off.

Nevertheless, it is a given that this is an enterprising world. How should we know? Despite the resistance of the most of us towards timeline, the transition has been inevitable. For what? For brands to better showcase themselves, know more about their consumers as easy reference for backyard research, and yes, to gather and convert brand loyalists.

Social networks and personal media sites have enabled consumers to consent their participation. They can join, discuss, praise, criticize, complain, and most importantly, share. Word of mouth has never been more empowered than today. Anyone can become popular and become an opinion leader. Bloggers are neo-journalists who chronicle their brand interactions for the rest to consume.

Marketers are aware of this phenomenon. In fact, they are ambassadors themselves of brands they believe in by pushing the subscribe button. Everyone’s equal in these new age communication platforms. Consumers are becoming more involved in brand decisions. The use of polls in product design and variant launches has become a staple. Consulting consumers has become convenient that it has served as buffer for possible losses for wrong business decisions.

Consumers want to be involved. They don’t just want to share information you pass to them. They want to be IN it. The viral component of a campaign becomes massive when it involves the consumer. The effect of push marketing has become diluted and collaborative communication has gained significance recently. Hotcow’s article on consumer creativity extensively discusses the need to bank on consumers when it comes to creating materials for brands.

By simply involving consumers, a brand is saying that “This is OUR brand. We should enrich it”.

Below are just some examples of remarkable campaigns:

Nike iD Generator Concept Store (Japan): Experiential and Digital Campaign

Nike has a cult following of its own. The brand has always banked on collective individuality of its loyalists but they brought the concept to life by capturing the vibrant fashion of Harajuku City, the ultimate melting pot of unique styles. There’s another campaign in London where opinion leaders get a one-on-one VIP consultation in creating sneaker designs. Nike is one of the strong advents of co-creation in product innovation.

Kotex Inspiration Day: Direct Marketing and Digital Campaign

Pinterest has become an advent of popularizing uniqueness and interest intersections. Banking on its increasing popularity, Kotex sent direct packages to targeted inspirational women based on their pinboards. In involving a consumer, marketers should speak to her personally and authentically. The campaign had massive viral online results.

Maybelline 8-in-1 BB Cream Commercial (Philippines): Be Gerald’s Girl Digital campaign

In this campaign, a mini-movie was shot with popular local heartthrob that every young woman desires to be with and also become the face of Maybelline! Users were directed to a site where they could upload their photo and generate a movie featuring the user and the celebrity. Delighted users spread their videos in their social networks. The word spread virally about the new product. The campaign won a Spikes Asia Award.

 (C) Copyright Brands and Pitches 2012

The Rational, the Emotional, and the Controversial

Ads have various approaches in showcasing a product/brand. When it comes to getting attention and imparting information, certain approaches fit the brand well. However, there are some ads that choose to disrupt consumer thoughts for its very sake.

THE RATIONAL

When introducing a new product whether under a known brand or also a completely new one, the ad should be rational. The basics must be covered: What is it? What does it do? Why should I buy it? The last question can play a bit on emotions such as celebrity associations or consumer reflections/realizations.

Just because an ad is rational it doesn’t meant it should be literal. That is an insult to the consumer especially when the product is a common consumer good. Even ads on technology and gadgets don’t go for the literal approach rather on educating and exciting the consumer via product showcase.

Colgate Sensitive Pro-relief directly approaches the problem of having sensitive teeth. Skeptical passers-by are challenged and they prove to themselves that the product works right then and there. The approach is direct: present the problem, attack it by presenting the product as the solution, solve the problem. Yet the ad does not just show a slide of the product’s function but incorporates consumer views to add to the authenticity which further convinces minds.

THE EMOTIONAL

When a brand has achieved a strong equity, meaning across all indicators from awareness to loyalty the brand is healthy, an emotional approach can be used. Emotional ads can reveal a truth about the brand, banking on the affinities of the consumers towards it. Although sometimes the product calls for an emotional approach such as Insurance companies. It would be weird if their ads sounded like their agents presenting a 15-year platform on returns on investments.

This Thai insurance ad has been known for its heavily dramatic ads. It does not underestimate the human power to love. And with love comes security and sacrifice. The ad highlights a riveting story that can happen to anyone.

THE CONTROVERSIAL

Ads that evoke adverse reactions for the sake of attention. There are a plethora of these featuring topics on religion, sex, and politics. They can be satirical or downright brutal. They work but may not necessarily be in a good way. Controversial ads are usually used by advocates that bring a marginalized issue mainstream. Controversial ads vary per country and culture.

Controversial ads like this one are done intentionally. They grab attention and gather different reactions. Any reaction is good. United Colors of Benetton has always touched on diversity and unity. The idea is simple yet the execution has exaggerated it to gain publicity.

WARNING: Example ad may be offensive.

Turning Pinocchio for Products’ Sakes

Photo borrowed from Daniel Plues' site.

Seth Godin in his intriguingly titled book, All Marketers Are Liars, said that, “Authenticity is the best marketing of all”. It’s like being yourself. When your intrinsic qualities align with your manifested self, you are happy and carefree. Otherwise, when you try to hide or divert people’s attention away from an aspect of yours, you appear contrived or aloof.

As a brand or product manager, you know you have a great product when upon making your briefing material, your imagination has already produced even a brand spokesperson’s dialogue. That’s because you are excited to bring the good news to people in creative ways across several contact points. There is something authentic and believable in your brand and you know that it will hit home once out in the market.

Alas, this does not happen all the time. Sometimes there are products that just need to exist to disrupt the market or further dominate the category by creating haphazard ammunition or “just-in-case” brands to counteract possible entry of an international player. But there are also products that are not necessarily original or remarkable but need to be launched fantastically thanks to advertising. This is the time when the team has to lie through exaggeration, omission or deception.

Indeed it is. However, innovations don’t pop out like mushrooms per square foot of a category. Usually, there is a first player that defines the market. When proven to be profitable, others follow with “me too” products. In their most basic forms, these new entrants have marginal or no difference from the first player. So they resort to the guys who can make products seem distinct through branding.

Image borrowed from MASHABLE.

It is a challenge to differentiate especially when there is NOTHING intrinsically different about the product. The task of the creative team is to let the new brand play in the market and bite off the pie. Given this pressure, creative lies may emerge just to come up with a selling proposition.

It’s the Pinocchio Syndrome and the length of how the nose goes indicates how much lies have been told to sell a product. It can be an expensive undertaking to communicate a lie to consumers. They eventually find out anyway. No matter how much emotion an ad has evoked in a consumer when a product fails to deliver, consumer trust is broken upon usage. Usage is the moment of truth and that truth is the venue for the product to reveal its authentic form to the consumer without the frills of emotional propositions or catchy communication points. #

 

(C) COPYRIGHT Brands & Pitches 2012

Of Brand Equities and Sponsorships

Recently, this massively touching Procter & Gamble global ad featuring dedicated mothers as driving forces behind Olympic winners reached into viral mode. The “Thank You, Mum” campaign is simple as it is genuine but what makes it successful is its relevance with the upcoming 2012 Summer Olympics in London and all the emotions attached to the anticipation of knowing the medalists and their stories. True enough, the underdogs often rise in the world arena.

It is no doubt a strategic move for P&G in communicating to their consumers worldwide. Their products may have been household staples but the brands should strive to remain significant through time. By becoming a major sponsor of the Olympic Games, the company shares the spotlight even if it doesn’t need much push for consumer preference due to its brands’ competitive edge. However,it still pays to have a strategic undertaking when it comes to sponsorships.

Brand Equity is a pillar of Brand Identity. It is basically the strength of a brand and its ability to transmit the same strength to other products and conditions under it or associated with it. Below is an extensive explanation by Investopedia.

With big companies such as P&G, sponsorships can be very common from the smallest village projects to worldwide events such as the Olympics. The greater the brand equity, the more sponsorships get attracted.

When this happens, people in the company must be aligned with the marketing strategies of the brands such that anyone who may say yes to a sponsorship, enriches the brand rather than dents it. Moreover, sponsorship partners must be properly oriented about the brand so they are aligned. I have seen several brand violations unintentionally done by partners just because they were not aware.

The brand must be consistent across communication points especially if it has a strong equity. Any deviation from how it is recognized and admired by consumers can be damaging. Sure, some might claim that brand manager can be exaggerated but that’s because they are custodians of the brand.

Brand managers should not be alone in maintaining the brand’s integrity in any event. There must be a solid and updates brand book that explains the brand from its visual treatment to emotional associations. This brand book is the single consistent guide of any one who wishes to deal with a brand as soon as allowed by the brand manager and/or communications director.

Brand books are not just for big brands who can afford strategic agencies but for budding ones as well. So for any business owner who wishes to make their products distinct, it is time to get started.#

(C) Copyright. Brands & Pitches 2012.