The Story in Branding | #11 Premise
Robert McKee: “Premise, the idea that inspires the writer’s desire to create a story (...)” [It] is rarely a closed statement. More likely it’s an open-ended question: What would happen if…?”
Think about these:
What would happen if we would
… put a man in space and let him jump? [Red Bull]
… boycott Black Friday sales? [.Object]
… put two hops in a beer instead of one? [Grolsch]
… make a phone that folds? [Samsung Fold]
… talk about the female period in a bloody way (instead of a clean blue fluid way)? [Yoni]
… start a cab service without cars? [Uber]
… the first vegetarian butcher in my family and in the world? [Vegetarian Butcher]
What could or should be your premise? And yes, in some cases it’s not guaranteed to always go as you wanted, but the key thing here is the Premise inspires!
Free after McKee: Finally it’s important to realize that whatever inspires is not set in stone. As long as it contributes to the growth of the brand story, keep it, but should the telling take a left turn, abandon the original inspiration to follow the evolution of the story. The problem is not to start writing, but to keep writing and renewing inspiration.
We rarely know where we’re going; brand stories are just like that A continuous discovery.
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