Eurobestikset
Mary Lee Sjönell, M&M, 26.11.2009, 15:40Storytelling is the talk of the town
Whose idea is it anyway? a seminar starring Jon Wilkins/Naked Communications,
Simon Waterfall/Deepend,Paul Wilson/Make Believe and Adam Martin/United
Agents
Yes, I know the picture looks the same, some people sitting on a stage in a way-too-wide shot and the message is the same, "Storytelling is the most important issue in Branding today". But seriously, all the conversations, seminars and workshop end with this message here at Eurobest.
The Naked seminar "Whose Idea is it?" was extremely interesting relating Brand behave to Storytelling.
Points made were:
- Brands need to have a story that is managed and be the author of that Story.
- Advertisers need to realize the importance of Storytelling for Brand development and survival. The fundamental issue is how a brand behaves, expressing the simple truth of the brand. The days of Brand glorification has faded and today they need to act like more human. Clients need to craft their own stories. What is the real story of the brand? Brand need to follow Pixar's example and take responsibility for the entire develop of the story.
- There is more talent outside the agency than inside the agency. Being "inspired" by others work is heavily confronted these days. copy©unts-- is a site controlled by the non-professionals masses who when they see their work ripped off will "out" the offender. This is a revolution. People are tired of having their ideas sold back to them sugar-coated. No more stealing. Agency Creatives must walk carefully in this digital space.
- Ideas originate from popular culture, agencies should be connected earlier creatively. But if you find ideas in the popular culture you should credit them. - Being collaborative is essential to survival.
- The Top 10 of Youtube videos have been seen by 1/10 of the world population but this digital space is raw. Brands can be Co-Authors. Knowing what your Brand story helps. The success of Burger King shows a courageous client being rewarded for giving out their Brand assets for experimentation. Most Clients can't let go and therefore find it hard to work in the digital space.
Now this is something to think about.
Mary Lee Sjönell
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