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The Brand Story Web Marketing Process
If websites have one main purpose it is to create confidence in whatever the website is promoting and who is promoting it. It doesn’t matter whether it’s a product, service, marketing campaign, or idea, if the presentation isn’t very believable or isn’t very inspiring, it’s failing as a form of marketing communication.
Connect to the Subconscious Mind
Marketing is often thought of as a marketing strategy reserved for large consumer product companies, but the truth is that all businesses are brands that are cultivated to bloom, or to go to seed like a garden full of weeds.
Marketing neophytes often think of branding only in terms of physical expression, such as a logo, but a brand is the totality of the residual impressions that come from all experiences associated with a product, service or company. And today, the online experience is an important place to create that experience.
Through the use of video, the marketer has the opportunity to enter the mind of the audience, the buried remains of both remembered and forgotten experiences; the kind of experiences that shape our attitudes, biases, and preferences that inform our decisions, most importantly our purchasing decisions.
Where Businesses Go Wrong
Where businesses go wrong is the only fix that is clear, logical, and logical. Brands are created in the subconscious, so if your marketing communication doesn’t reach the subconscious mind, it doesn’t establish or enhance the brand in any meaningful long-term way.
What a video does, when done properly, is to communicate on both the explicit and subconscious levels, making it the most suitable form of Web communication to create a powerful brand experience, but only if you understand how to use the language and the tools available.
Considering how powerful a tool Web-video is, it amazes me how many smart ordinary people would choose to make second-rate shows. Do-it-yourself and user-generated efforts compete for the booby prize with mindless corporate drivel – they all miss the point: a persuasive persuasive display must communicate on multiple levels.
How to Deliver a Brand Story
We like to refer to the development, delivery, promotion, and management of a Web-based brand, such as Brand story process. By thinking about your brand in terms of a story rather than just an image, or a mission statement, you avoid many of the pitfalls associated with ineffective branding.
A story, any story, has some basic elements:
1. A the storya plot or arc that moves the audience from skeptical Web-surfers to loyal customers.
2. A a herothey honestly represent the audience and their problem in satisfying their subconscious needs or desires.
3. A crueltyrepresenting the problems, obstacles, or challenges that the audience faces in satisfying those subconscious needs.
4. An an agent of change it shows your company’s ability to solve a problem by providing a solution to satisfy those needs.
5. And a format which prepares the show in a series of programs or consecutive video episodes, which establish and improve the image of the brand, all the time offering real and subliminal benefits.
Storyline – The Transformation Arc
At the heart of your brand story is your marketing message and this message must herald a change: a change from contentment to contentment, and not just the offering of features and benefits.
Your brand’s story puts your offering into context, and shows the results you can achieve by using screen sponsors that tap into your audience’s hidden agendas. A competitor can always cut your price or add new features, but no strategy can beat brand loyalty based on satisfying soul needs.
Hero as Brand Ambassador
It’s not just a message; he is a messenger. There is no substitute for a person. No avatar, cartoon character, or computer-generated equivalent will provide the subtlety and nuance needed to communicate on the verbal, visual, and subconscious levels.
Another caveat is that real people can be ‘too real’ for their own good. We rarely recommend using company executives in front of the camera because the camera picks up all kinds of features that are not noticed by an untrained artist, which leads to an impression that is often contrary to the intended message. A top executive, no matter how well-intentioned, conveying a convincing message to the public about a product liability issue can hurt the company’s recovery efforts if that screener is seen as unreliable or deceptive.
Dick will always be forgotten
There are many examples of this type of marketing faux pas, with Richard Nixon’s 1960 televised debate with John Kennedy being another famous one. On the radio many people thought Nixon, a veteran campaigner, had won the debate, but under the scrutiny of the television camera, Nixon’s true self came out. It was not just the shadow of five o’clock; it was his buried real-self that delivered a negative impact on the audience’s mind. The non-Nixon brand was established forever, never fully recovered.
The Name Must Not Be Old, Sick, or Fat
Even a positive response to a genuine personality can turn negative. Take the example of Steve Jobs. His main addresses are treated like a rock star game, but when they are not available to do for any reason, rumors start, and big companies like Apple feel the effect.
What you really want is a brand character, a spokesperson who can be managed, cultivated, and grown into a long-term brand ambassador, someone who can deliver your marketing message and brand story in consistent, effective, and controlled campaigns.
Every Brand story needs a villain
When we talk about the villain of the character we are not referring to another character although of course it can be one way of showing the issue at hand. Alternatively, situations or conditions can be used to represent a problem or problem.
Psychological issues are not always cut and dried to be portrayed by the black hat hero and the white hat hero. The heroes involved are often tainted or damaged in a way that the audience can relate to, and the active villains aren’t so bad as they represent another agenda.
Take for example the recent ‘Oatmeal Crisps’ marketing campaign currently running in the Canadian market. The series features a father trying to protect his favorite cereal from his teenage son in one ad, and an elderly father in another. This very clever campaign digs deep into the emotional angst and psychological issues involved in a changing family, but does it in a funny, light-hearted way, where the audience can relate to the situation, and embrace the underlying message. Here is the case of the protagonist and the antagonist, a sophisticated approach to the hero-villain relationship.
You are an Agent of Change
By adopting a Brand Story in the marketing process, you must embrace the idea that your brand is an agent of change. All stories are about change: a change from one state (dissatisfaction) to another (satisfaction). You build your brand story based on the idea that your brand will transform the audience in some way.
Take the ‘Multi Grain Cheerios’ commercial showing a man and a woman discussing the ingredients listed on the box: while the obvious message is buy this product because it tastes good, the underlying message is that it helps control your weight thus making you more attractive. to your partner, not a matter that any sensible partner would suggest. The cereal is presented as an agent of change: excess and unpleasant, small and good, while at the same time it removes the stigma of food by providing a reason for taste to justify the purchase.
This commercial like the previously mentioned ‘Oatmeal Crisps’ commercial creates a conflict that conveys many messages about the normal status of husband and wife; one common to anyone who has ever had the courage to advise their significant other to lose weight.
Are you “Law and Order” or “Prison Break”?
Format: Program or series
The two most commonly used formats are Programs, think “Law and Order”, or series, think “Prison Break”. The programs follow a strict formula that repeatedly repeats the arc of the basic story and the content of each episode emphasizes the corresponding attitudes, vision, and vision of the franchise or brand. On the other hand, Serials move the plot from episode to episode keeping the audience in suspense as to what will happen and whether the hero of the genre will win the day.
One of the best all-Cereal marketing campaigns was the Nescafe Gold Blend coffee campaign that ran from 1987-1992. You can watch the entire campaign from start to finish on YouTube.
One of my favorite Program style campaigns is the recent Kleenex (Let It Out) campaign which was brilliantly executed. It played on the audience’s emotions, memories and experiences, while combining those deep emotions with the kind of facial tissue that is usually taken for granted and sold as a strictly commercial product.
To do something, you don’t have to do it well
Rather than being a hindrance, these formats provide a common structure on which a company can establish and enhance its brand, but failing to understand the emotional core of your offering will lead to failure. A modern Canadian advertiser tried to copy the Kleenex format without understanding what makes a Kleenex campaign work; they put out a visual presentation but without a low emotional content, relying entirely on cost benefit to performance, and the result is a second rate of effort instead of a slick politeness.
It’s about people, people, people
Unlike television advertising which is restricted to only those who can afford it, the Web is available to all. The problem is easy and affordable access to tools and places to tell your brand story doesn’t mean you’re telling it right. Marketing communications is not about research, technology, or math; it’s about people and the basic emotional needs your brand satisfies – that’s where the foundation lies on which you build your brand story.
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