The Story in Branding | #6 Respect your audience
Robert McKee: “When talented people write badly it’s generally (...) either they’re blinded by an idea they feel compelled to prove or they’re driven by an emotion they must express. When talented people write well, it is generally because they’re moved by a desire to touch the audience.”
We would argue no matter if you’re agency or client side, you should always want to touch the audience with the right communication, creative or medium. It is difficult to see how some of the frequently used advertising possibilities square with that.
On the other hand there are still many brands that have found ways to touch the audience not only iconic lifestyle brands such as Nike with their Kaepernick advertising, capitalizing on a political/ emotional issue. But also one of our favorites albeit less aspirational products such as battery brand Duracell with their Coleman ad have cracked that code in our opinion. And what to think about Boyan’s Ocean Cleanup, the largest cleanup in history and even though it had some hiccups, it’s still pretty inspiring if you ask us.
As always McKee has the last say (sort of anyway): “No brand manifestation can be made to work without an understanding of the reactions and anticipation of the audience. You must shape your brand story in a way that both expresses your vision and satisfies the audience’s desire. The audience is a force as determining of story design as any other element. For without it, the creative act is pointless.”
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