The Pixel Lab 2014_Rob Meldrum_Telling Brand Stories In Unexpected Ways
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The document discusses how brands can tell complex stories in unexpected ways through advertising by understanding people and how they use the internet. It argues that advertising traditionally follows a plan to sell products but people don't work that way. Instead, it suggests brands develop stories that give people something they can own by making the brand part of the story and providing experiences people want rather than just trying to make people want products. The presentation provides examples of brands like Coca-Cola, Red Bull, and Nike that have successfully evolved their stories in these ways.
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The Pixel Lab 2014_Rob Meldrum_Telling Brand Stories In Unexpected Ways
- 1. Rob Meldrum Innovation Director Naked Comms UK @rcmeldrum TELLING BRAND STORIES IN UNEXPECTED WAYS
- 2. WHO AM I? Me, my experience, my background.
- 3. DISCLAIMER
- 4. A CONNECTION Advertising is all about telling stories.
- 5. WHY AM I HERE? To tell you how we’ve helped brands evolve their stories, and the reasons why.
- 6. THE COMPLEXITY OF STORY TELLING Advertising is following the herd.
- 7. …IS IT POSSIBLE FOR A BRAND TO TELL A COMPLEX STORY AND STILL BE A BRAND?
- 8. WE NEED INSIGHT Understanding people and how they work.
- 9. HOW PEOPLE USE THE INTERNET Information > Experience > Tools.
- 11. THE NEW OLD WAY TV RADIO PRINT WEBSITE BANNERS OUTDOOR SHOP WEBSITE SELL SELL SELL SELL SELL BUY BUY
- 13. WHY DOESN’T THIS WORK NOW? Choice, transparency…
- 14. PEOPLE DON’T WORK LIKE THAT Advertising follows a plan. People don’t…
- 15. WE NEED A NEW WAY People don’t care.
- 16. DON’T REPLICATE THE STORY, DEVELOP THE STORY.
- 17. CONTEXT IS EVERYTHING Understand differing behaviour across touch-points
- 18. MAKE THE BRAND PART OF THE STORY Give the people something they can own.
- 19. …IS IT POSSIBLE FOR A BRAND TO TELL A COMPLEX STORY AND STILL BE A BRAND?
- 21. RED BULL
- 22. NIKE Nike Fuel
- 23. TOMS TOMS
- 24. THE USER EXPERIENCE It’s all about the people.
- 26. WE NEED TO MAKE THINGS PEOPLE WANT, NOT MAKE PEOPLE WANT THINGS.
- 27. THE NEED FOR EVOLUTION And what happens when you don’t.
- 28. HOW WE CAN HELP EACH OTHER We don’t need stories. We need provocations.
- 29. AN EXCITING TIME Brands are becoming more human.
- 30. THANK YOU
Notas do Editor
- All of us tell stories. Some are good. Some are bad. The trend we’ve seen is that people are enjoying more wild, complex, immersive stories than ever before (Game of Thrones, Breaking Bad, True Blood) As advertisers we are following the herd. I have a question… ----- Meeting Notes (08/07/2014 16:00) ----- Dr Who, Sherlock
- We need to UNDERSTAND people and how they WORK
- First, we used the internet to help us find information (why? Connection speeds, lack of imagination) Brands gave us product information Then, we used the internet as a virtual reality. A ‘second life’. (why? Increase in connection speeds, siloed tech) Brands gave us experiences (Flash!) Now we use the internet to help us do stuff. IT’s connected. (book a holiday, buy insurance, learn the guitar) Brands gave us tools/utilities ----- Meeting Notes (08/07/2014 16:00) ----- Google - Tools. Software dev company.
- My Chief Strategy officer puts it as this – ADVERTSING IS BASED ON EYEBALLS AND HOPE A few touch points to tell our story. To SELL our stuff. It was enough to get people to BUY things THE JOURNEY TO WORK. Ad for VW. It tells you how SAFE and AFFORDABLE they are
- Digital came along and all we did was add more places to SELL our story And let people BUY our stuff
- Advertising tax is THE WORSE YOUR PRODUCT IS, The MORE YOU HAVE TO PAY IN ADVERTISING
- Choice/competition Transparency SOCIAL MEDIA. THERE IS NO WHERE TO HIDE. IF YOUR PRODUCT IS TERRIBLE, EVERYONE WILL KNOW ABOUT IT. And one more fundamental reason…
- Advertising followed a plan. But people are flexible. On-demand. They don’t work like that. They don’t live their lives like that. They operate by what ‘feels right’.
- The old way is broken We need a new way for brands to be PART OF SOMEONES LIFE. For them to give a shit. We need EARN that right. We can’t force our way in anymore.
- So…. How do we do that?
- If we understand how people interact with their devices, we can deliver them a DIFFERENT PART of the story. ERIC MENTIONED THIS. So, we can assume DESKTOP WEB BROWSING is a LEAN FORWARD time. Provide in depth information, COLOUR for your story. If however someone is WEB BROWSING ON A PHONE it’s a QUCIK experience. Give me INFORMATION fast. ADVANCE the story TV, a LEAN BACKWARDS experience – feed the story SIMPLY
- It’s no good making an ad when people can’t remember the brand… Give people a story they can own. Identify with. Share online. Personalise it. Be part of. And then… make the brand (and buying the brand) part of that story.
- Back to my question. Can Brands tell complex stories and still be a brand? We’ve talked about how: PEOPLE USE THE INTERNET AS A TOOL PEOPLE DON’T CARE ABOUT YOUR PRODUCTS PEOPLE WANT TO BE PART OF SOMETHING ----- Meeting Notes (08/07/2014 16:30) ----- Not PART. OWN THE STORY
- The story is sharing with someone you love. Buying is at the core It reached 40% of the UK Facebook Population when campaign launched Sales went up by 5%
- The story is about pushing yourself when you need to (extreme sports). And when you do, Redbull is there to help you.
- The story is about running/exercising with your friends, or achieving a goal in fitness. They have make their products part of the story.
- The story is about giving. Buy a pair of shoes and you’re buying one for a child in need. A story of selflessness, of hope. And giving back
- With all of these examples the story isn’t about the brands anymore. It’s about the users. The user experience. PUT the people at the core of your idea – think of them first, what their motivations are, their dreams. And then go from there….
- RECAP… We can’t keep telling them the same story any more. It’s not about brands. It’s about people. We need to fit into their lives.
- They invented the first digital camera in 1975 Kodak are in the photo and film business. They poured money into technical advances, but missed the fundamental issue – HOW PEOPLE LIKE TO SHARE THEIR PHOTOS. THEY FORGOT THE USER! Kodak filed for bankruptcy just as Facebook bought Instagram for $1 billion dollars.
- The advertising industry doesn’t need stories. But. We need provocations to shape stories. The spark. Uncovering new truths, for example HUMANITY (Nike – play without fear is a larger thought than just football)
- As we enter an era where brands are telling complex stories, they are becoming more human, more interesting and meaningful experiences. And this can only be exciting for all of us…