Brands should work with consumers more to build a shared brand experience.
Building authentic stories collectively allows consumers to interact with the brand and create a dialogue where they can participate in telling the brand story, leading them to feel more invested in the brand.
And if we’re honest with ourselves, whether or not brands include consumers in developing their brand story, consumer participation defines what the brand story is and how it develops over time as people’s interactions with the brand continue to change.
So it’s up to brands to take what consumers are saying and package it and repackage it as advertising.
And that is the breakdown of the new, frequently used term story building.
AdWeek Learnings, finally shared. (Advice for ad agencies that I whole heartedly agree with.)
There needs to be a shift from a creative brief oriented culture to one that’s based on the customer’s relationship with the brand. Everything the agency does for the client should be in service of the customer’s brand experience.
Agencies must ask themselves what are the central points of the brand that people can rally around, and then start designing based on a new view of that customer service.
Agencies should do the customer research needed, include technology at every point and once the data is collected, use and apply the research in a different way.