The Story in Branding #1 - It's about principles, not rules
Updated: Mar 5, 2019
“A rule says, You must do it this way. A principle says, This works… (...) The difference is crucial.” (source: “Story” by Robert McKee)
From a branding point of view: a marketing principle is to be consistent, in order to make sure your audience understands what you stand for and can easily recognize you. Is it a rule? Do you have to be consistent to be successful? Nope. But it does help. It is a proven way of getting your brand across.
Take Red Bull. As a brand Red Bull is very much admired, inspiring marketers to want to emulate Red Bull. Understandably. But, how many marketers are ready and patient enough to be consistent for 3 decades - like Red Bull?! Very few. [So many brands go this way one year and the other way the next.]
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