Public Relations & Social Marketing Insight

THEME#7 OF POST SERIES ON HUMANIZING BRAND STORYTELLING

Not all brand stories are created equal. Nor do they have the same social value. The traditional process of brand storytelling that uses advertising, collateral, digital etc., is a process owned and led by a brand/business and their agency partners. Such forms of brand communication will usually attempt to talk “to” people through an out-bound (push) marketing approach (see Theme #2 regarding Mass Media Push).

Contrast this to brand stories born externally, crafted by people about brands, and in collaboration with brands. These stories are usually inspired by direct experiences, emotional connections, and engagement opportunities that allow people to be heard, and/or co-create directly with brands themselves. The outcomes are people-powered brand stories that represent a new form of value, or social currency.

As more than 80% of all online content is now user generated, the value of user generated brand stories will only grow exponentially. The social currency value of content will ultimately depend on the perceived authenticity of the story itself, and the share of human versus manufactured voice, within brand communication....

When a mustache changes everything...

Last week’s news that brand icon Mr. Clean is growing his first mustache to raise awareness of men’s health issues caught my eye on a few levels. My first thought: What does Mrs. Clean think of this? My wife always bristles at my seasonal winter beard, waking me with razor in hand on the first morning of spring. At least Mr. Clean is letting his fur fly for a good cause to support the Movember movement – I just do it for the natural cold-weather face mask. And just to look more bad ass. OK fine, I do it to razz my wife....

[Great storytelling by Sean Audet - JD]