An interesting article in Forbes about the power of introducing change through leadership storytelling. the same theories can be used in branding. He discusses how the 20th century reduced humans to 'resources' to be mined, rather than living, feeling human beings to be delighted.
This article written by Steve Denning explains The basics of effective leadership storytelling
One key point is that the story's have to be authentically true to be successful. I believe the same is true of Branding Story's. However Hollister has bucked this theory in its 'fantasy' story. So maybe it depends on the target audience...maybe teenagers today are more susceptible to buy into 'fantasy' worlds. Given their culture of Hollywood Blockbusters and the realistic graphics of Playstation and Xbox video games.
The elements of inspiring story's to embrace new ideas:
- An authentically true story it actually happened. Don't tell stories which omit negative details
- Positive tone
- Tell in a minimalists fashion no need to describe sights and smells.There are two listeners for every participant (the voice inside their head is the second listener.)
- How complex ideas are communicated by contrasting the story of the situation before the change idea and the story of the situation after the change idea.
why-leadership-storytelling-is-important
I think a good example of the strength of storytelling in Branding is the Illamasqua S.O.P.H.I.E</a> makeup brand.
On 11th August 2007, 20 year-old Sophie Lancaster and her boyfriend Robert Maltby were kicked, stamped on and left unconscious – for nothing more than looking different. Sophie later died from her injuries. The Sophie Lancaster Foundation was set up by Sylvia Lancaster, a youth worker and Sophie's mother, in her memory, and works to stamp out intolerance and discrimination in society.
As a brand that promotes the right to experiment and self-express, Illamasqua is proud to support The Sophie Lancaster Foundation in its commitment to changing attitudes towards subcultures. The Foundation's key aim is to change a mindset in society by working with young people in schools to create understanding and awareness of subcultures. Through the development of its eye-catching educational S.O.P.H.I.E. game and training with Sylvia Lancaster, Sophie's mum, the Foundation is now helping teachers across the UK to educate a more tolerant and broad-minded generation of young people.
In tribute to Sophie, Illamasqua commissioned ‘Dark Angel’ in 2009 – a short film by award-winning French director, Fursy Teyssier, that’s a haunting rendition of Sophie’s story, featuring the music of iconic British band, Portishead. Please show your support and watch the film below:
I find this whole story really upsetting however I love what Sylvia and Propaganda are trying to achieve by sharing it.
They are also trying to spread the word in schools and have created a SOPHIE game
I am wondering if this could be an angle I could take with promoting more indepth in how children think about self image ie its only cool to wear certain 'named' brands... promoting its cool to be an individual?
This is an interesting article written by Sophie Maxwell from Pearlfisher.
Has branding design become the new political manifesto'And so now we are starting to see more individuals and brands designing moral, social and political opinion into the fabric of their brand design and packaging.'
'Brands such as Stop the Water While Using Me have fearlessly embraced a new level of eco superiority, about goals and not glamour, by using the name and packaging design as their manifesto. But one of the most interesting examples is S.O.P.H.I.E. by Llamascqua, well established as an industry challenger brand, – who have created a dedicated range of products in support of the Sophie Lancaster Foundation. The range is raising awareness in memory of the teenager kicked to death for daring to look different. And this is not just an isolated charity link up for the brand but part of an ongoing philosophy in terms of approach and color and centred on “It’s becoming who you are and not who you’re told to be.”'
Sophie is successful as it completely fits with Charity Brand Philosophy its not just trying to force fit itself within the campaign
'Forward-facing, bold brands like S.O.P.H.I.E show that there can be a place for a new opinion-based form of brand design but it’s about the targeting, the timing, the tone – and the sincerity. So much air-time is given to fashion, art and the other creative disciplines but brand design is the key consumer touchpoint. And as such, it needs to find a way to be as hard-hitting and as challenging as possible to fully meet and realize a new moral, social or ethical point of view – but it is a creative medium in its infancy.
Brands need to consider their messaging options and whether they are in tune with their core beliefs, not just their opinions or the creation of a sensational campaign. And, ultimately, it’s not a question of whether brands should use design to voice an opinion but just how they do it.'
This has provided me with a new idea about my questions on Branding/Culture. Maybe I could identify a Youth culture brand to do some good in terms of raising awareness of culture, providing a deeper connection?
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