Utilizing a literary approach to brand marketing

Show Notes

• 02:29
  AI and the future of writing and storytelling

  AI is reshaping the landscape of writing, emphasizing delivery mechanisms over the intrinsic value of the content itself. While AI may excel in generating outputs, the strategic depth and authenticity of storytelling remain areas where human writers are invaluable.
• 05:33
  AI's impact on creativity and the attention economy

  AI's disruptive influence on creative platforms doesn't necessarily imply it's acceptable or desirable. In reality, the attention economy prioritizes quantity over quality, leading to a misconception that creativity drives success when it's primarily fueled by garnering attention.
• 07:48
  The creator economy and reframing creativity and narrative

  Despite AI and platform consolidation, creativity persists in adversity. Creative isn't just a title but a mindset focused on creating a new world rather than simply solving problems. This is why creatives must hold themselves to the literary devices of narrative storytelling.
• 10:12
  A marketer's guide to narrative plots

  When brands understand their narrative, that narrative can be dropped into any of the seven plot structures. In addition to the hero's journey plot, other frameworks include rags to riches, quest, voyage and return, comedy, tragedy, and rebirth that can be adapted to fit a brand's unique story.
• 13:25
  Points of view in branding

  While the first and third person are commonly used in branding, the second person is usually avoided because of the complexity. Second person, which directly addresses the audience, offers unique opportunities for immersive brand narratives, as exemplified by the Muppet Christmas Carol.
• 15:04
  Leveraging narrative plots in branding

  As a brand, understanding your narrative allows flexibility to incorporate multiple plot structures. The heros journey plot is most often used in marketing as it speaks directly to the ego and the “I-centric" nature of human beings, proving highly effective in almost any context.
• 16:01
  Understanding ego and the hero's journey

  As humans, we lead towards egocentric thinking, perceiving ourselves as the protagonists of our own stories While religion and self-help challenge this self-centered perspective, the hero's journey resonates with us because it taps into this inherent bias.
• 18:58
  Brand narrative as a compass in a content

  Understanding your brand's authentic narrative empowers you to tell every story compellingly while maintaining consistency across channels. These narratives guide brands in content creation, helping them draw the line between effective and disposable content.
• 21:03
  Discovering your brands authentic narrative

  The process starts with introspection, confronting inconsistencies between what your brand claims to be and how it operates. A brand's narrative should be rooted in its values and purpose, guiding all aspects, from product development to customer interactions.
• 24:35
  Harnessing brand narratives for content strategy

  Understanding your brand's narrative helps you to avoid producing disposable content. This understanding of your brands story can then be scaled across categories, platforms, and media outlets, helping your brand show up authentically and consistently across channels.