From the course: UX Foundations: Storytelling
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Perspective matters: The angle you choose
From the course: UX Foundations: Storytelling
Perspective matters: The angle you choose
- The holiday season is typically a whirlwind of ads and noise, but in 2019 one brand dominated the media by creating an ad that failed so miserably that it sent the share price plummeting by 9% within a week of it airing. While it was clear that the ad was unsettling, what was strange about it was that very few people could pinpoint why it was so bad. People went nuts on Twitter, claiming the ad was sexist, poorly cast, that the actress was too skinny, even that her house was too clean. The problem here wasn't any of these things. The real problem was in the storytelling, and specifically the perspective it was told from. In marketing we all know that stories sell. More than that, stories build trust, create value, and set your brand or product apart. But there are many angles to tell a single story from, any number of possible ways, and the stories you tell must be told in the right way. How you tell your story…
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