Join Stefan Mumaw for an in-depth discussion in this video Story in advertising, part of Storytelling for Advertising Campaigns.
- As marketers, we know our brands, products, and services have a story to tell. In most cases, those stories are ones about the character of the brand, the features, the benefits of the product, or the value of the service. Advertising has historically sought to alter buying behavior in potential customers, aiming to convince people to either consider a purchase or choose their offering over that of a competitor. These stories, while they may be authentic, aren't very compelling unless a person has already decided to become a potential customer.
In the last 15 years, we've seen the social and digital space dramatically change the way we consume. Social media gives consumers a voice they never had before, and this has lead to a strategic change in the stories brands must tell. To be effective, these new stories have to not only be authentic, they have to be human. When they are, we share them and reach a far larger audience than ever before. Story has never been more important in the marketing and advertising space because of this.
The consumer now has the ability to impact business through social share, reaching millions of people within days, sometimes hours, if the story resonates with them. So knowing how to build stories we're sharing is paramount to effective marketing. Story has a very simple formula, structure plus emotion. Both are needed for story to resonate, but like most subjective mediums, the quality of both greatly influences the overall resonance.
Let's break down the components of story to get a better look at how to build them more effectively, starting with structure.
In this course, Stefan Mumaw lays out the structure of story and uses the development of a real-world campaign to show how each story component builds an emotional bridge between brand and consumer. He breaks down how that story translates to the various advertising components that creatives often use in a real-world campaign, like TV spots, print ads, websites, and social content.
- Building story through narrative
- Triggering emotional responses
- Story in brainstorming
- Using story in TV, print, web, and social media campaigns