A storyteller puts out a story for listening ears. In marketing, many offer to dress up your brand with a costume that makes you look how you want to be perceived. Sounds ok, the terminology is flattering to clients upfront, and consequently, at the cerebrum level the consumers’ standards are hereby set.
Truth is that every kind of art tells a story; painting, rapping, decorating, even humming, etc.
Creative branding is more than a suit we alter to fit the next logo and the next website. It's beyond telling your story. Creative branding extracts the essence of your story and markets it within the storytelling. In highly competitive industries, that is what makes a brand standout among the direct competition. This essence sets a path for the brand that is more campaignable than the generic directions. It flows and grows across the board, and with a great product and great marketing it could set trends.
I’m lucky enough to have worked in advertising back when storytelling was a given as a tool for creative talent, and 'neuro-branding' was a nameless innate skill. Many shops use creative terms today as if they have found the formula for their client’s success while creative thinking is really about "unboxing" formulas, and getting through to your target audience directly and subliminally with every detail in your communication pieces, fueled by high intuition and a constructive obsession with the brand.
Creative in marketing is not an added value to us creatives, it is all that counts. It’s the 10% that really interests us in the work load.
When we reach our targets’ minds, make their hearts pump a little faster, when we give them ideas but have them think they were their own, we sleep better.
We inspire to be inspired.
Business owners invest every aspect of their lives to get their business rolling at different levels and so many of them have great services waiting to shine and inspire consumers with that mysterious 10% that data can’t really measure. So why settle for less?
Telling a story is a given when an artist is hired, while true creative directors direct creative thinking to charm a crowd into living an experience. #socialresponsibility
In an agency setting, creative directors nurture the creative inside each storyteller on the team and pass on a process so others can create their own process and bring out their vision, therefore expertly bring forward their clients' #vision
#creativebranding #storytelling # marketing #concept #brandsense