Advertising Agencies and Storyscaping, the future?
Posted: Mon Dec 23, 2024 9:47 am
Many companies use or have used storytelling as part of their marketing strategy. There is no doubt that a relevant story, cleverly associated with your brand or product, can exert a formidable level of persuasion in the minds of your customers.
We could define storyscaping as an evolution of storytelling. A term originally defined in 2014 by Gaston Legorburu and Darren McColl, in their book - Storyscaping: Stop Creating Ads, Start Creating Worlds.
Its title sums up what storyscaping is all about. They argue that, more important than creating an advertisement, is to build a universe in which the consumer can interact with the brand. Their process is carried out in stages. It is interesting to know them.
Different stages of the process
1) Identify the need for storyscaping
Whether a brand knows it or not, they all have their all india whatsapp number own storyscaping. As a simple definition, we could say that storyscaping is made up of the places and ways in which the consumer experiences, tests or interacts with a brand. In this sense, storyscaping provides cohesion, organization, effectiveness and the ability to measure results.
2) Being the brand (or not being)
Wherever possible, we should stop referring to ourselves as a company (even in internal communication processes) and instead refer to ourselves by brand name. Obviously, this is not easy for companies with several relevant brands.
In any case, we must bear in mind that consumers connect better with companies identified by a brand name.
3) Make a robot portrait of the ideal consumer
Who do you want to connect with your brand? Storyscaping is about making connections with both old and new customers. It's a good idea to think of them as people, not as a target audience.
In this sense, digital strategies are ahead by always having their buyer persona perfectly defined.
4) Define the brand-consumer challenge
It is important for setting goals and defining how we will achieve success. It must be relevant and inspiring, at the same time, for our entire organization.
5) Determine the purpose of the brand
Review your mission and vision and make sure they are consistent with a positive cause or belief for your external and internal audiences.
6) Take the first step
Create or link your brand to a world of consumer experiences that are relevant and accessible to all your stakeholders. Everyone should be able to participate in creating experiences, as well as sharing them.
In this way, we ensure that the DESIRES and PURPOSES shared in values flow through our storyscape to the PRODUCTS and NEEDS of our shared experiences.
This allows a customer who accesses our brand for the first time, attracted by the shared values, told in an intelligent and attractive way, to buy a product even if they initially had no intention of purchasing.
6) Shared values
When a brand thinks, acts and shares based on its reason for existence, it connects with consumers through an emotional bond. This bond identifies and establishes shared values.
7) Shared experiences
Link between something useful (satisfaction of a consumer need) and a person who interacts with that something to create a shared experience with the brand.
8) Shared stories
The midpoint between 6 and 7 is the brand's use of stories to establish an emotional connection, as well as its ability to offer great products within a universe of attractive consumer experiences.
9) Structured ideas
The connection that links all these elements in the brand's own universe are structured ideas. They are designed to inspire experiences.
A great advantage of the storyscaping model is that it is not linear. It allows us to start at any stage of the process, once we have our ideas structured.
Storyscaping and Advertising Agencies. Anything new?
History is not only written. It is often rewritten.
For example, in marketing, many of Kotler's postulates are constantly reviewed, updated and adapted, which is great for validating their validity in the face of new challenges.
This applies to the digital world. Over the past decade, we have heard the term digital marketing all over the place, when in reality it is nothing more than marketing, but developed in a new medium.
Storyscaping is attractive for a company. Very attractive. It allows you to achieve benefits from the very beginning. However, is it really new?
I consider myself lucky to have had the opportunity to work for major brands and advertisers. The interaction with all of them has been a constant source of learning.
We could define storyscaping as an evolution of storytelling. A term originally defined in 2014 by Gaston Legorburu and Darren McColl, in their book - Storyscaping: Stop Creating Ads, Start Creating Worlds.
Its title sums up what storyscaping is all about. They argue that, more important than creating an advertisement, is to build a universe in which the consumer can interact with the brand. Their process is carried out in stages. It is interesting to know them.
Different stages of the process
1) Identify the need for storyscaping
Whether a brand knows it or not, they all have their all india whatsapp number own storyscaping. As a simple definition, we could say that storyscaping is made up of the places and ways in which the consumer experiences, tests or interacts with a brand. In this sense, storyscaping provides cohesion, organization, effectiveness and the ability to measure results.
2) Being the brand (or not being)
Wherever possible, we should stop referring to ourselves as a company (even in internal communication processes) and instead refer to ourselves by brand name. Obviously, this is not easy for companies with several relevant brands.
In any case, we must bear in mind that consumers connect better with companies identified by a brand name.
3) Make a robot portrait of the ideal consumer
Who do you want to connect with your brand? Storyscaping is about making connections with both old and new customers. It's a good idea to think of them as people, not as a target audience.
In this sense, digital strategies are ahead by always having their buyer persona perfectly defined.
4) Define the brand-consumer challenge
It is important for setting goals and defining how we will achieve success. It must be relevant and inspiring, at the same time, for our entire organization.
5) Determine the purpose of the brand
Review your mission and vision and make sure they are consistent with a positive cause or belief for your external and internal audiences.
6) Take the first step
Create or link your brand to a world of consumer experiences that are relevant and accessible to all your stakeholders. Everyone should be able to participate in creating experiences, as well as sharing them.
In this way, we ensure that the DESIRES and PURPOSES shared in values flow through our storyscape to the PRODUCTS and NEEDS of our shared experiences.
This allows a customer who accesses our brand for the first time, attracted by the shared values, told in an intelligent and attractive way, to buy a product even if they initially had no intention of purchasing.
6) Shared values
When a brand thinks, acts and shares based on its reason for existence, it connects with consumers through an emotional bond. This bond identifies and establishes shared values.
7) Shared experiences
Link between something useful (satisfaction of a consumer need) and a person who interacts with that something to create a shared experience with the brand.
8) Shared stories
The midpoint between 6 and 7 is the brand's use of stories to establish an emotional connection, as well as its ability to offer great products within a universe of attractive consumer experiences.
9) Structured ideas
The connection that links all these elements in the brand's own universe are structured ideas. They are designed to inspire experiences.
A great advantage of the storyscaping model is that it is not linear. It allows us to start at any stage of the process, once we have our ideas structured.
Storyscaping and Advertising Agencies. Anything new?
History is not only written. It is often rewritten.
For example, in marketing, many of Kotler's postulates are constantly reviewed, updated and adapted, which is great for validating their validity in the face of new challenges.
This applies to the digital world. Over the past decade, we have heard the term digital marketing all over the place, when in reality it is nothing more than marketing, but developed in a new medium.
Storyscaping is attractive for a company. Very attractive. It allows you to achieve benefits from the very beginning. However, is it really new?
I consider myself lucky to have had the opportunity to work for major brands and advertisers. The interaction with all of them has been a constant source of learning.