Grimm The Dawn Of The Narrator

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Information about Grimm The Dawn Of The Narrator

Published on January 15, 2009

Author: gjrb

Source: slideshare.net

Description

GRIMM, a manifesto for a new way of brand storytelling

GRIMM A manifesto in words

The dawn of the narrator A projection of the future

In short

Brand storytelling

Brand storytelling = People Constructing and propagating their own brand reality

Multidisciplinary story constructing Transmedial narration

The best way to build a brand

GRIMM

The whole story

Aboriginal story trail

Back to basics

What does a brand do and why? Representation of a product or service to give meaning, simplify choice, create preference, distnguish and sell more products Representation can be molded into different forms Gives companies a way to express themselves by creating a world around themselves This world is set to tell everybody the best story about the company they possibly can By doing so they try to manage the way people see them

Representation of a product or service

to give meaning, simplify choice, create preference, distnguish and sell more products

Representation can be molded into different forms

Gives companies a way to express themselves by creating a world around themselves

This world is set to tell everybody the best story about the company they possibly can

By doing so they try to manage the way people see them

So branding is about telling stories

How is this story told? In the perfect world: In everything the company does But the most important chapters are written in advertising Each chapter is a campaign based on something – an idea -that’s quintessential for what the brand is about at that time Products they make, a vision they have Each campaign is meant to give people the essence of the brand told in different formats Each campaign is a – compact, sticky, meaningful and differentiating – representation of the brand

In the perfect world: In everything the company does

But the most important chapters are written in advertising

Each chapter is a campaign based on something – an idea -that’s quintessential for what the brand is about at that time

Products they make, a vision they have

Each campaign is meant to give people the essence of the brand

told in different formats

Each campaign is a – compact, sticky, meaningful and differentiating – representation of the brand

So advertising campaigns are means to tell the brand story

Advertising agencies are the narrators They strip the brand message to the core - the big idea which gives people the essence And the distinctiveness The way the brand brings meaning to their lives and shows how the brand gives them what they need Functional In terms of products and services But also symbolic associations to express themselves with

They strip the brand message to the core - the big idea

which gives people the essence

And the distinctiveness

The way the brand brings meaning to their lives

and shows how the brand gives them what they need

Functional In terms of products and services

But also symbolic associations to express themselves with

And media are the carriers of the story The story is told in ways people receive them best Dependent of the possibilities and limitations of the media landscape present In terms of accessibility Is determined greatly by the state of current technology (which channels are there, and what is the penetration) But also by preference What is people’s preferred media consumption (for a certain purpose) This has to be matched with the nature of the story that is to be told Text, audio, visual images required? And the budget that is available to tell the story

The story is told in ways people receive them best

Dependent of the possibilities and limitations of the media landscape present

In terms of accessibility

Is determined greatly by the state of current technology (which channels are there, and what is the penetration)

But also by preference

What is people’s preferred media consumption (for a certain purpose)

This has to be matched with the nature of the story that is to be told

Text, audio, visual images required?

And the budget that is available to tell the story

So far so good

The world is evolving Brands are used to be the directors of their brand story commercial communication is most common for brands to do this brands want to be in control and shape the world for their consumers But due to technological and cultural developments this reality is changing people are more and more in control of where, how and when they get their news, information and entertainment The footprint brands leave and the impression they make is less dominated by their own commercial communication and more by outside influences (they don’t control)

Brands are used to be the directors of their brand story

commercial communication is most common for brands to do this

brands want to be in control and shape the world for their consumers

But due to technological and cultural developments this reality is changing

people are more and more in control of where, how and when they get their news, information and entertainment

The footprint brands leave and the impression they make is less dominated by their own commercial communication and more by outside influences (they don’t control)

What we see is Fragmentation of audiences Abundance of available channels Marketing savvy consumers Growing Change in information processing (continuous partial attention) Internet is becoming a key life line Digitization of content Rise of the Community (as a way of life) interaction Decreasing impact of traditional brand campaigns and channels In general: Loss of control of constructing the brand story

Fragmentation of audiences

Abundance of available channels

Marketing savvy consumers

Growing Change in information processing (continuous partial attention)

Internet is becoming a key life line

Digitization of content

Rise of the Community (as a way of life)

interaction

Decreasing impact of traditional brand campaigns and channels

In general: Loss of control of constructing the brand story

Oh oh

So People are changing Are in more control of information consumption Construct brand truth more and more independently of brand communications Have access to more and different sources (and technology) Are more critical towards commercial communication Want to have more influence and interact with a message (even construct their own content) instead of being regarded only as a pair of available eyeballs Avoid and loathe disruptive advertising

Are in more control of information consumption

Construct brand truth more and more independently of brand communications

Have access to more and different sources (and technology)

Are more critical towards commercial communication

Want to have more influence and interact with a message (even construct their own content) instead of being regarded only as a pair of available eyeballs

Avoid and loathe disruptive advertising

Evolution or revolution?

Both The evolution we are witnessing is progressing slowly The majority is changing slowly (and remain the massive passive), but they are changing Young people under 25 show revolutionary change – they are used to shaping and controlling their (brand) (media) experiences completely and show active consumption (up to content creation) They consume media very differently from other age groups use media simultaneously and combine them in use, hereby constructing their own mediascapes (alone and together)

The evolution we are witnessing is progressing slowly

The majority is changing slowly (and remain the massive passive), but they are changing

Young people under 25 show revolutionary change – they are used to shaping and controlling their (brand) (media) experiences completely and show active consumption (up to content creation)

They consume media very differently from other age groups

use media simultaneously and combine them in use, hereby constructing their own mediascapes (alone and together)

Prepare for the future Their information processing is completely different They are able and used to construct meaning from complex information dispersion (are able to find and connect pieces of information) Next to the information you provide they will seek, share and construct their own information Complex Information or Storylines provide a challenge and are considered very agreeable They Enjoy this way of interacting with information (ARG, GTA, Lost) Brand stories (and campaigns) must begin to meet this way of information processing (for it is the future)

Their information processing is completely different

They are able and used to construct meaning from complex information dispersion (are able to find and connect pieces of information)

Next to the information you provide they will seek, share and construct their own information

Complex Information or Storylines provide a challenge and are considered very agreeable

They Enjoy this way of interacting with information (ARG, GTA, Lost)

Brand stories (and campaigns) must begin to meet this way of information processing (for it is the future)

However… A lot of parties involved claim to be the messiah to help brands in their hour of need But reality is, they are all struggling and failing to provide a structural adequate solution Time for a way of working designed for the 21 st century Time for GRIMM

A lot of parties involved claim to be the messiah to help brands in their hour of need

But reality is, they are all struggling and failing to provide a structural adequate solution

Time for a way of working designed for the 21 st century

Time for GRIMM

What is changing? A lot and at the same time not so much The essence of communications remains the same, but circumstances and contexts evolve (as they always have) So we need to analyze, evaluate the world and our role in it in order to restructure, set new course and evolve with the changes New times ask for adaptation to change We need to re-evaluate the way we look at commercial communication and how we build campaigns We need to earn attention instead of interrupting it

A lot and at the same time not so much

The essence of communications remains the same, but circumstances and contexts evolve (as they always have)

So we need to analyze, evaluate the world and our role in it in order to restructure, set new course and evolve with the changes

New times ask for adaptation to change

We need to re-evaluate the way we look at commercial communication and how we build campaigns

We need to earn attention instead of interrupting it

Don’t lose sight Don’t panic….breathe…. And please, Don’t mix up means and ends Being interactive, or 360 degrees, is not a goal or a law (it is a (good) option) Our good old TVC still has value, but is has to be asserted differently It’s what you tell in a brand story and how you can tell it best – that is what you must figure out And how you enable people to construct their own brand experience or brand story The big idea (the brand story) remains the focus point The way you can (and must) express this story changes

Don’t panic….breathe…. And please, Don’t mix up means and ends

Being interactive, or 360 degrees, is not a goal or a law (it is a (good) option)

Our good old TVC still has value, but is has to be asserted differently

It’s what you tell in a brand story and how you can tell it best – that is what you must figure out

And how you enable people to construct their own brand experience or brand story

The big idea (the brand story) remains the focus point

The way you can (and must) express this story changes

brand storytelling remains key… but how we do this has to change

You plant the seeds, they grow the crops Stories that unfold across different platforms

GRIMM Storytelling; 21 st century style

The ingredients Who are you ? What do you do? What’s your story? Who is/are your audience(s)? How should we let our story be constructed? How do we let the story to become their story Anchored sticky telling itself - shared - passed on evolving

Who are you ?

What do you do?

What’s your story?

Who is/are your audience(s)?

How should we let our story be constructed?

How do we let the story to become their story

Anchored

sticky

telling itself - shared - passed on

evolving

First things first The brand story

Why is it important to tell a story? People need stories to get better understanding of the world and their place in the world A great corporate story exceeds the facts and makes people want to bond with a brand. It brings an extra personal layer over a company’s products and services portfolio Mission, vision and messages derived from a great corporate story have higher stickiness and attraction Today people are more able to compare product facts and qualities. In the case of technological products fysical qualities become less distinctive Brands can separate themselves by having a distinctive emotional story; a world around the product that goes beyond rational facts

People need stories to get better understanding of the world and their place in the world

A great corporate story exceeds the facts and makes people want to bond with a brand. It brings an extra personal layer over a company’s products and services portfolio

Mission, vision and messages derived from a great corporate story have higher stickiness and attraction

Today people are more able to compare product facts and qualities. In the case of technological products fysical qualities become less distinctive

Brands can separate themselves by having a distinctive emotional story; a world around the product that goes beyond rational facts

What makes a good story? The Core Why does the brand exist/what does it do? One sentence….. Construction workers; do they lay bricks or do they build a beautiful building? The Myth Embodies the core Employee myth, ceo myth, big bang myth, milestone myth, product myth, customer myth An anecdotical story to illustrate the core Collect them – select them – design them – spread them

The Core

Why does the brand exist/what does it do?

One sentence…..

Construction workers; do they lay bricks or do they build a beautiful building?

The Myth

Embodies the core

Employee myth, ceo myth, big bang myth, milestone myth, product myth, customer myth

An anecdotical story to illustrate the core

Collect them – select them – design them – spread them

Elements of a good story The Message Destilated from the core story – the substory Without a strong, clear, simple and familiar message there’s nothiong to tell Technological, soft filosophy, rebellious attitude The Conflict The engine of any good story – will cause a sense of urgency, will lead to people’s attention (e.g. Al Gore) Disrupted harmony, people have a natural tendency to restore the balance The Cast The hero (of course with special qualities), the opponent (without opponent no conflict, without conflict no fascinating story, without….), the protoganists The Plot There’s a beginning, middle and end to a story full of threats and set backs, development but always with hope of a positive ending. People have to be involved and updated along the way – so what’s the scenario The Context The story exists in a dynamic context – circumstances changes, criteria alter Will the story hold and be relevant if a new market player enters the field, will it still be attractive?

The Message

Destilated from the core story – the substory

Without a strong, clear, simple and familiar message there’s nothiong to tell

Technological, soft filosophy, rebellious attitude

The Conflict

The engine of any good story – will cause a sense of urgency, will lead to people’s attention (e.g. Al Gore)

Disrupted harmony, people have a natural tendency to restore the balance

The Cast

The hero (of course with special qualities), the opponent (without opponent no conflict, without conflict no fascinating story, without….), the protoganists

The Plot

There’s a beginning, middle and end to a story full of threats and set backs, development but always with hope of a positive ending. People have to be involved and updated along the way – so what’s the scenario

The Context

The story exists in a dynamic context – circumstances changes, criteria alter

Will the story hold and be relevant if a new market player enters the field, will it still be attractive?

Start writing your brand story

How to get the ink to the paper Dedicate some time Take some days and spend it together to write the story strategy – creatives – clients Gather what you already know Invite people from the outside for their side of the story consumers, former employers, the founding father, competitors, market analyzers, journalists Gather anecdotes Analyse all the elements Write an attractive story in detail

Dedicate some time

Take some days and spend it together to write the story

strategy – creatives – clients

Gather what you already know

Invite people from the outside for their side of the story

consumers, former employers, the founding father, competitors, market analyzers, journalists

Gather anecdotes

Analyse all the elements

Write an attractive story in detail

Who’s there to listen? The audience

What do we know of them? Is it one homogeneous group, or do they need to be segmented? Socio-demographic data Psychographic data what do they do all day? How, why, with whom? What media do they use? How, how often, for what purpose? How do they communicate With whom, how, why What do they find interesting? What is their relation to the brand or the category? Purchasing funnel

Is it one homogeneous group, or do they need to be segmented?

Socio-demographic data

Psychographic data

what do they do all day?

How, why, with whom?

What media do they use?

How, how often, for what purpose?

How do they communicate

With whom, how, why

What do they find interesting?

What is their relation to the brand or the category?

Purchasing funnel

How do we get to know them?

Spend some time with them Analyze quantitative data to cast them, but most important Observe them in their natural habitats (follow them around or let them capture their own lives) – ethnographic research See how they look, what they do, how they do this, and ask them why Talk to them - Ask them stuff Alone and together Know how they interact Do some serious method acting

Analyze quantitative data to cast them, but most important

Observe them in their natural habitats (follow them around or let them capture their own lives) – ethnographic research

See how they look, what they do, how they do this, and ask them why

Talk to them - Ask them stuff

Alone and together

Know how they interact

Do some serious method acting

How to tell the story? The channels

Channels selector Now you have: A certain story to tell (sub-stories, components, length, complexity) A group of people to tell it to (profile, specifics, idiosynchrancies ) A pallet of communication vehicles to choose from (qualities, specifics, costs) From this we can distill a communication concept (brand storybook) Which channels, how will these interact The way we are going to tell the story across different platforms The way we will seed additional elements of the story for people to use (create a context) The way we can enable people to contruct their own brand story and share it How to go about?

Now you have:

A certain story to tell (sub-stories, components, length, complexity)

A group of people to tell it to (profile, specifics, idiosynchrancies )

A pallet of communication vehicles to choose from (qualities, specifics, costs)

From this we can distill a communication concept (brand storybook)

Which channels, how will these interact

The way we are going to tell the story across different platforms

The way we will seed additional elements of the story for people to use (create a context)

The way we can enable people to contruct their own brand story and share it

How to go about?

Transmedia storytelling (engagement planning)

In an era of convergence, consumers become hunters and gatherers pulling together information from multiple sources to form a new synthesis. Storytellers begin to exploit this potential for transmedia storytelling; advertisers began to talk about branding as depending upon multiple touch points; networks seek to exploit their intellectual properties across many Different channels. Transmedia stories at the most basic level are stories told across multiple media. At the present time, the most significant stories tend to flow across multiple Media platforms; the same can be said for the most significant social activities. This dispersal of information represents one important source of complexity in Contemporary popular culture. Multiple media platforms Social interaction Build on story Construct own (brand) story What does wikipedia say?

In an era of convergence, consumers become hunters and gatherers pulling

together information from multiple sources to form a new synthesis.

Storytellers begin to exploit this potential for transmedia storytelling;

advertisers began to talk about branding as depending upon multiple touch

points; networks seek to exploit their intellectual properties across many

Different channels.

Transmedia stories at the most basic level are stories told across multiple media.

At the present time, the most significant stories tend to flow across multiple

Media platforms; the same can be said for the most significant social activities.

This dispersal of information represents one important source of complexity in

Contemporary popular culture.

Multiple media platforms

Social interaction

Build on story

Construct own (brand) story

It’s more then media neutral planning The same philosophy applies because both use one strong brand story which iterates itself across a series of touch points But Transmedia planning is more adequate for the 21 st century because It provides An evolving non-linear brand narrative With Different channels expressing different parts Where Consumers pull the parts together themselves And is Designed to generate brand communities Where Consumers share elements And construct and contribute to the story Making the brand story more sticky and more attractive to spread amongst themselves (Word of mouth)

The same philosophy applies because both use one strong brand story which iterates itself across a series of touch points

But Transmedia planning is more adequate for the 21 st century because

It provides An evolving non-linear brand narrative

With Different channels expressing different parts

Where Consumers pull the parts together themselves

And is Designed to generate brand communities

Where Consumers share elements

And construct and contribute to the story

Making the brand story more sticky and more attractive to spread amongst themselves (Word of mouth)

Transmedia storytelling Source: http://farisyakob.typepad.com

GRIMM Storytelling; 21 st century style

What is GRIMM? An different way of looking at branding A way to deal with current situation and the (near) future the designer, director and enabler of modern brand stories A branding philosophy And a dedicated way of working

An different way of looking at branding

A way to deal with current situation and the (near) future

the designer, director and enabler of modern brand stories

A branding philosophy

And a dedicated way of working

All systems in place and set for true brand Engagement Context Involving Media Environment Content Relevant Creative Message (brand story) Consumer Interested and Willing

Who and what do we need? Storytellers Brand Strategist Creative conceptors (storytellers in both images and words) channel connoisseurs client Input Research (quantitative, qualitative) Ethnographic experts insight specialist/trend researcher Third parties (knowledge, inspiration > different perspective) Time and dedication To create the best story we can And the best way to tell it In order for it to spread and evolve

Storytellers

Brand Strategist

Creative conceptors (storytellers in both images and words)

channel connoisseurs

client

Input

Research (quantitative, qualitative)

Ethnographic experts

insight specialist/trend researcher

Third parties (knowledge, inspiration > different perspective)

Time and dedication

To create the best story we can

And the best way to tell it

In order for it to spread and evolve

GRIMM Author: Geert-Jan Baltus E-mail: [email_address] Mob: +31(0)621548313 August 4 th 2008

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