BRANDING

Better Brand Engagement Through Creative Storytelling

The path to better consumer engagement lies in making the customer the hero of the story

Photo by NEOM on Unsplash

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Suddenly, everyone is a storyteller. As if stories haven’t been at the heart of human culture since the dawn of time. It’s easy sometimes to become enamored with all our technological advances and arrogantly believe we have transcended our primitive roots. We can ignore the stories now and get right to the details. Forget the narrative and show them the goods. The thing is, that’s rarely the case. Eventually, we come back down to earth and realize that it’s all storytelling in the end.

The biggest obstacle facing most brands today is the ability to reach potential and existing customers and then engage with them in some sort of meaningful way. The media landscape has become so fractured, and the sheer amount of content so overwhelming, that it can be difficult to simply find your customer, let alone break through the endless clutter to engage with them.

Many of our legacy outlets such as television, radio, out-of-home, magazines, or newspapers, are no longer effective for all but the largest brands, and in many markets, they have become…