- At the #BrandStory panel - @iamashbrown and @DusteeJenkins presenting (& yes, that's a @CarterJoshuaR… http://instagr.am/p/WrjBvcTgcv/ jBvcTgcv/
- Expert storytellers and brand managers from Target, Buzzfeed, Coca-Cola and H+K Strategies headline this panel. Right from the start, the panelists discuss how the elements of data can come together to build a dynamic narrative of your brand. Relying on data alone to tell your brand story because, as communications becomes more data oriented they also become homogenous.
#brandstory great stories aren't numbers and data, but how you bring them all together
More and more data created by machines = all of our stories become the same. #sxsw #BrandStory- As communicators, our goal is to develop stories that are more than just a numbers story. The best storytelling is when there is an unexpected outcome, or when "the sum is greater than it's parts." In short, data is one of the parts of the story, but communicators can build the narrative to be more than that.
What makes for great storytelling is 1+1=3. It's remarkable and unexpected. The sum is greater than the parts. #brandstory
Great story is 1+1=3. Its the unexpected that makes storytelling awesome! #brandstory- To accomplish great storytelling, communicators must understand the characteristics and limits of their story's elements. While data "has a brain," it lacks "soul." Humans need emotion to connect with stories, so without emotion, "are we telling stories or just trading content?" While many marketers use the terms content and stories interchangeably, they are very different ways of communication. Target's Dusty Jenkins explains that "good content and good storytelling" are not one in the same.
- Data has a brain, but does it have a soul? Stories need emotion. Data has none. #sxsw #BrandStory
- Data has a brain, but does data have a soul? WIthout emotion, are we telling stories or just trading content? Good question. #brandstory
- The key question is how do you ensure your brand message gets through the ever increasing noise and soulless data. #sxsw #BrandStory
#brandstory data has a brain, but does data have a soul? Are we telling stories or trading content? #SXSW- Don't create content. Tell stories #brandstory #SXSWi
- The problem with many stories, for brands, is that they can be predictable and formulaic. While story formulas are comforting, the best stories surprise audiences. Case in point, both Coca-Cola and Target have made significant investments in developing stories for their brands.
Stories have an order, they’re predictable. We feel good & can understand them. But what makes a good story is the unexpected. #brandstory- .@Target is defined by its stories, which is why it created the Bull's Eye View, to give people an inside look at Target's world #brandstory
- Coca-Cola has spent the past few years making a massive investment in original content. -@iamashbrown #brandstory #sxdataday
- Coke has invested in creating original content. They don't have a traditional website, instead they have an online mag. #brandstory #SXSWi
- Buzzfeed's Joe Steinberg connects this strategy to traditional journalism. "Content driven advertising is not new," and that makes it sustainable. However, modern content marketing needs to be more than pleads for consumers to buy products. Brands need to connect with consumers through storytelling.
- Great insight from @jonsteinberg: Every generation has their own leisure content. #brandstory #sxdataday
- There's nothing new about content-driven advertising, and that makes it sustainable and very real. #brandstory
There is nothing new about content driven advertising. Tell the story don't just say "Buy my Stuff". It doesn't work! #sxsw #BrandStory
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Data, Storytelling and Breaking Through the Noise
Brand leaders Target, Buzzfeed, and Coca-Cola share how they rise above the noise to tell their organization's story.
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