Connective Stories with Digital Programs
How do we create connective stories, amplified across multiple channels?
When crafted to plan, storytelling pulls the consumer into the realm of the brand inspiring a different perspective. It gives the bigger picture. The story invites them to participate in something bigger than themselves. Something to believe in. As a direct result of digital transformation, individualism has become the norm. The digital environment has given marketing experts the data driven tools to enhance its communications with a personalize context.
Theodore Levitt, a famed Harvard Professor wrote an article in a Harvard Business Review in 1960 named "Marketing Myopia." He pointed to the fact that “people don’t want to buy a quarter-inch drill. They want a quarter-inch hole!” This inspired Professor Clayton Christensen, with the theory of disruptive innovation and specifically the idea that "people buy products and services to get a job done."
Of late, there seems to be a great disconnect between marketers and audiences. It was never more clearer and noticeable than with the 2021 commercial line-up for the Super Bowl LV. The entire population of the U.S.A. had almost circle a full year of lock down to avoid a contagious disease, completed four years of a boisterous President, from #metoo to #BLM, the uprisings were real and then we all watched with the world, in shock and awe as the Capital was attacked by its own people. Overall, advertisers and marketers had a chance of a lifetime to lead this challenge to appeal, and empathize with its audiences. Many agree, it failed. Some say, it failed miserably.
As marketers of the 2000's, we might be facing the possibility of extinction. It's not about the threat of being replaced by robots or artificial intelligence. It was pointed out by Professor Christensen in his 'Jobs to be done,' theory. He expressed that the traditional, ‘by the numbers’ management style of collecting the data and putting it into predictable models and archetypes is misleading. His theory is rooted in empathy. Empathy will begin the story.
The connective story that considers customers' motivations and struggles, even in this data-driven world, is the ideal way to receive communication. The great stories are the ones that move people. They stick. They inspire people to do the impossible: to change. But these stories — the ones that leave you better than before — are becoming scarce.
Theodore Levitt, a famed Harvard Professor wrote an article in a Harvard Business Review in 1960 named "Marketing Myopia." He pointed to the fact that “people don’t want to buy a quarter-inch drill. They want a quarter-inch hole!” This inspired Professor Clayton Christensen, with the theory of disruptive innovation and specifically the idea that "people buy products and services to get a job done."
Of late, there seems to be a great disconnect between marketers and audiences. It was never more clearer and noticeable than with the 2021 commercial line-up for the Super Bowl LV. The entire population of the U.S.A. had almost circle a full year of lock down to avoid a contagious disease, completed four years of a boisterous President, from #metoo to #BLM, the uprisings were real and then we all watched with the world, in shock and awe as the Capital was attacked by its own people. Overall, advertisers and marketers had a chance of a lifetime to lead this challenge to appeal, and empathize with its audiences. Many agree, it failed. Some say, it failed miserably.
As marketers of the 2000's, we might be facing the possibility of extinction. It's not about the threat of being replaced by robots or artificial intelligence. It was pointed out by Professor Christensen in his 'Jobs to be done,' theory. He expressed that the traditional, ‘by the numbers’ management style of collecting the data and putting it into predictable models and archetypes is misleading. His theory is rooted in empathy. Empathy will begin the story.
The connective story that considers customers' motivations and struggles, even in this data-driven world, is the ideal way to receive communication. The great stories are the ones that move people. They stick. They inspire people to do the impossible: to change. But these stories — the ones that leave you better than before — are becoming scarce.
