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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....
In order to build social currency, brands need to embrace people-powered storytelling.