Brand storytelling is the majority now, where is the emerging opportunity?
While we are deep in the era of brand storytelling, the next wave is emerging. Many of us in the storytelling profession are eagerly shifting our brands and clients away from static “push” marketing and towards the dynamic and agile verve of brand storytelling and “engagement.” Yet, even as we shift our brands into the new world the next step has already arrived. It’s the nature of our time, the cycles evolve and decay quicker.
The Next Step
The next step is about taking real actions. Doing something and taking actions that spur the genuine stories brand storytellers aim to create. Think of “taking action” in comparison to the current mode of ideation and using creative resources and strategic inputs to develop stories. Your new aim should be to do something your communities would gain value from (anywhere on the spectrum from creating a joyful moment to providing well being to delivering customer satisfaction). The action you take will need to make a genuine impact, and it needs to relate to who you are and what you do.
Creativity and insight lead the way forward
Creativity is still one half of the strategic yin-yang, insights are the other, but your role now is to not only think up and develop the best story, or the stickiest story, or the cleverest one…the role now is to create and develop the actions that spur the stories to be told, shared, and remembered.
We have updated storytelling mantra to guide us
Show, don’t tell. Do, don’t show.