Everything around you is a story (or an advertisement)

ADB-160411#179

160411 All-Day Breakfast—Everything around you is a story—#179
  1. What is the challenge? This can be in the form of a goal or something to be overcome. Most often the challenge is to increase awareness, shift a belief, or cause an action. In a story, this is called the quest, or plot. A good plot contains conflict (the problem) and resolution (the result).
  2. Who are we talking to? This is sometimes called the audience, the target market, or the demographic. We use this information to decide where to put our messages. In story language, knowing who we are talking to allows us to pick our setting.
  3. What is the key message? This is what the product or brand is trying so desperately to say. It is constrained by brand guidelines, and may include a tagline. In story terms, this would be called your theme.
  4. Who is the competition? Which brands play in the same space? Who is competing for the same clients/users/customers/consumers? What diabolical plans are they up to? In storyland this is the bad guy—the protagonist.
  5. BONUS: Is this part of a larger campaign? Marketing campaigns shift and change over time. The brand changes and evolves. Different yet intertwined stories emerge on different platforms. It it good to know how your idea fits into the bigger picture, the lexicon, the brand canon. For long-form storytellers, this is called a series (or sometimes chronicles)
⇠ PREVIOUS (ADB has lost the plot) NEXT ⇢

ADB RECOMMENDS YOU NOW GO READ Emei Burell:

All-Day Breakfast

A quest for creative momentum; a daily reflection on our modern age and the human condition. Plus, you can order an omelette any time. #createmore

11

11 claps
Jason Theodor

Written by

is a Director of Imagination/Speaker/Writer/Geek who is trying to comprehend his surroundings. He’s also writing a book: https://medium.com/creative-ignition

All-Day Breakfast

A quest for creative momentum; a daily reflection on our modern age and the human condition. Plus, you can order an omelette any time. #createmore