I believe in storytelling for brands that are authentic, immersive and channel specific, which drives community growth, brand affinity and establish a lifestyle brand, with strong conversion rates.
This is achieved by transporting and engaging the community with relevant and contextual creatives, designed uniquely for each consumer funnel experience towards value pricing (Experiential Marketing). From my experiences there are SEVEN (7) plots that a brand can pursue:
1. Overcoming the Monster (Freedom).
2. Rage to Riches.
3. The Quest – Adventure.
4. The Voyage Return.
5. Comedy (Romantic).
APPLICATION: If brand/marketing manager understands, which story they want to convey with the brand(s), they now have their #NorthStar.
CHALLENGE: To determine the mental frame, inrelation to how the consumers wants your brand to convey that story through each funnel. Critical in the 21st century MarCom plans success is a multi-channel immersive approach
RESULT: A brand that resonates authenticity with its consumers; depicts and integrates effortlessly into the consumers Lifestyle or Ideal state…