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The Future Of Branding Is Creating Real Connections Between Consumers And Products | Part One

July 16, 2018

The Future Of Branding Is Creating Real Connections Between Consumers And Products | Part One

It’s not about selling, it’s about giving control to the people.

The future of branding belongs to storytellers who understand the hero’s journey in the context of modern, mobile life. The hero’s journey is a storytelling structure pervasive across cultures. It starts with a call to adventure, requires that the hero be connected to others, including a mentor. The hero will face extremely difficult challenges along the way. The hero ultimately wins and returns home, armed with new knowledge about herself, other people and the world.

Does your brand inspire people to respond to the call for adventure, whether through providing information, tools or a catalyst? Does it help them overcome the obstacles they will face on the path, either by making sure they have nourishment, transportation, tools, information or access to other people? Does it provide guidance, support, or a framework in which the story of the process, with all its ups and downs, can be documented and shared in real time? If your brand doesn’t serve any of the segments in the hero’s journey, you’re right to be concerned about the future.

Cecelia Wogan-Silva, the director of creative agency development at Google is tasked with growing brand advertising through Google’s platform. She accomplishes this, in large part, by inspiring thoughtful collaboration with intriguing insights and co-ideation with creative agencies at the beginning of the process instead of jumping in when distribution is the last bit of conversation left.

“We’d rather work on a cool idea together,” she said. “We try not to be product focused. Instead, we’re problem-focused. Working up a solution that’s only inclusive of what we do at Google is like dropping feta cheese off at the door of someone who doesn’t know they’re sitting on an entire Greek salad. We help them manifest the big idea that brings the salad together. We are in the business of sales but we don’t start with a pitch. we start with a conversation. We try to develop story engines. We ask: What story are you trying to tell? We want to launch a thousand ships together.”

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