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Stories work because we can narrate our way through and listen to complex information in easy to digest form. Stories are sticky, especially when they present us with information we can identify with. Our stories from catching up in New York city this ... [Read More]



Thank you, this injects another very important element: what is real? In "Story", Bob McKee talks about screenplays being most real when the characters are built in the most essential ways. Real is usually complex and simple feels more real -- yet it is harder to do. Simple = compelling as it is easier to get your head around it.

What does everyone else think?

I think that the BP example highlights the way that stories are always, to some degree, fabrications or fables. We encounter this in daily life when a child tells us something that we're not sure is true and we say, "Are you telling stories?" If you are going to create a narrative around your brand, you need to work hard to make sure that it is not only fabulous but factual as well.

The Dove example illustrates this in another way as one of your other commentators points out. Dove had to pay a lot of money to create a story around their brand. The point is that that story was "made up." That is, it takes a lot of work to create a compelling story, and then it takes a lot of work to get the story to circulate, and then it takes a lot of work to keep the story "real." As soon as that work stops, the story can unravel and be rewoven into another, sometimes very critical, story (as in the SUV case).

Annie -- the Dove people were smart to work the integration over many channels, I agree. Thank you for illuminating the issue of spends. To have the sort of reach that Dove had, funds needed to be allocated to nurturing the brand. It's amazing to me how marketers continue to be expected to make miracles with ever shrinking budgets. This is a rant for another post.

Richie -- I think the 'trend' of real vs. fabricated has already made its way to other realms. Think about blogs and social media.

Joe -- interesting that you would not about the ROI. I wonder if anyone reading this thread knows a bit more about it. I prefer to think of the public as amused. I'm sure Gerry would be interesting in continuing the conversation on outcome narratives.

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