Story in Branding | #9 Character
Robert McKee: “TRUE CHARACTER is revealed in the choices a human being makes under pressure - the greater the pressure, the deeper the revelation, the truer the choice to the character’s essential nature.”
This couldn’t be more true for brands. However, we do love to only put a feel-good-look-at-me-being-happy-on-instagram spin on it; which is understandable but still strange. How much do we trust people who seem to be perfect…? If it is too good to be true, it probably is, right?!
Patagonia is open and honest in saying that they want to be sustainable, but aren’t there yet: “We know that our business activity—from lighting stores to dyeing shirts—is part of the problem. We work steadily to change our business practices and share what we’ve learned. But we recognize that this is not enough. We seek not only to do less harm, but more good.”
JetBlue is another great example. Their operations collapsed after an ice storm hit the East Coast of the United States. This led to 1,000 cancelled flights in five days. So, JetBlue got a pretty big shitstorm of complaints, but managed to squash most of the uproar. How? By being as transparent and straightforward as possible on YouTube, The Today Show, Letterman, Anderson Cooper.
A true show of character will do your brand more good than putting a spin on something. Because customers will always appreciate that you trust them enough with honesty.
Storytelling has been hyped and booed off stage. We don’t really like either extreme. We simply value storytelling as a proven set of principles (not rules) to excite and entice an audience, build a brand and create great work. Nobody describes storytelling better than Robert McKee. That’s why we decided to take you with us on a journey, describing and capturing what we can learn from storytelling and its principles. We’ll start with a quote or excerpt from aforementioned book and illustrate the essence through a marketing example.
We will help you achieve Growth for Good by getting to the core of your brand, (re)shaping it, and connecting it to your audience. Peas+Carrots