So much of advertising and PR communication is focused on finding ways of getting people to pay attention, be interested and feel something. When it comes to brands, very often the stories that will get that desired reaction are stitting there waiting to be told.
It’s a matter of listening to those stories, and monitoring which ones ‘crackle’. What are the legendary stories around the brand that get re-told over and over? The stories that can’t be forgotten. This is the stuff of culture and identity.
I worked at a great consumer goods company once, and the stories of the owner were constantly told – the time the old man stood up in a boardroom presentation, stood on the table and removed a flickering fluorescent light, the eating of petfood in product testing sessions (ewww) and of staggering personal frugality (staggering when you have a lazy few billions to your name). These are the stories that demonstrated the values and culture – of efficiency and personal responsibility – of the company, and by virtue, the employer brand.
It’s the job of advertising and PR to find these stories that crackle and light a fire under them.
I was delighted to see this morning that the PR campaign by Whybin TBWA Tequila Sydney’s campaign for MJ Bale, ‘Grazed on Greatness’, has won two Gold and one Silver Lion at the 59th Annual Cannes Lions International Festival of Creativity.
This is a campaign that has found a story that crackled, and used it to entertain and convey brand identity. Beautiful.