Creating a Narrative that Sparks a Conversation
Having a story is essential to a brand. In fact, storytelling is a word often used in reference to branding. We believe that a brand can't just tell a story to its customers—it needs to have a conversation. If a brand doesn't invite its customers to be part of the story, it may not only be a bad listener; it could be an arrogant and boastful blowhard, standing on a street corner, shouting its merits into an ambivalent crowd. Just like playing a game of Marco Polo in a swimming pool, if a design in some way yells out
"MARCO?!" the viewer will play along and respond with a, "POLO!!" We believe that the way to bring people into the conversation is simple:
Create a culture of inclusion and respect the customer's intelligence.
A great way for a brand to open the door to a conversation with its customer is to create work that requires a response from the customer to complete its story, and relies upon the customer's intelligence to fill in the blanks. Acknowledging one’s customers, and including them such that their knowledge and responses are relevant to the story, creates a relationship between customers and the brand. This makes the customer an active part of the conversation, not just a restless audience member.
Having a story is essential to a brand. In fact, storytelling is a word often used in reference to branding. We believe that a brand can't just tell a story to its customers—it needs to have a conversation. If a brand doesn't invite its customers to be part of the story, it may not only be a bad listener; it could be an arrogant and boastful blowhard, standing on a street corner, shouting its merits into an ambivalent crowd. Just like playing a game of Marco Polo in a swimming pool, if a design in some way yells out
"MARCO?!" the viewer will play along and respond with a, "POLO!!" We believe that the way to bring people into the conversation is simple:
Create a culture of inclusion and respect the customer's intelligence.
A great way for a brand to open the door to a conversation with its customer is to create work that requires a response from the customer to complete its story, and relies upon the customer's intelligence to fill in the blanks. Acknowledging one’s customers, and including them such that their knowledge and responses are relevant to the story, creates a relationship between customers and the brand. This makes the customer an active part of the conversation, not just a restless audience member.
