A Brand Story comes to life when the customer is included in the Story.
When I began my career in marketing I had a budget of over rupees three crores for the year , which was quite a significant amount then .
The medium I had was newspapers . I would advertise hoping to interrupt my target audience to see my brand AD .
If it was front page , bottom right the chances were higher , 5th page bottom left , lowered the chances .
Then came TV and yet again my job as a marketeer was force interrupt my customer .
Then things changed , we first had internet , but Iphone changed everything .
Today with the smart phone in hand the power has shifted to the consumers , they decide what they wish to consume .
And they don’t consume advertising,
they consume entertainment ,
they consume stories and
they consume videos .
Over 90% of traffic on internet is videos.
over 90% of the data is on mobile.
When brands saw this ,
they stopped advertising ,
they started entertaining ,
they became storytellers ,
they became film makers.
The hero of the brand story was not the brands but the consumer.
Products / brands were placed in the stories .
Stories connected to hearts , cut through clutter , were remembered , were shared , went viral in the digital world.
You don't need need expensive equipment to make films become a storyteller , the mobile phone works.
PR changed too , earlier it was the journalist and the editor who would be the gate keepers ,
now we have influencers,
anyone with a voice and passion for what they do ,
who can get in front of the camera,
or write ,
all you need a smart phone to begin with.
You don't need to be a big brand or have big budgets to tell stories ,
social media is a big leveller .
Anyone can tell a story , this is the biggest opportunity for small business , startups , freelancers , leaders to become brand storytellers.
Join me in the webinar I conducted today to experience the power of brand storytelling .