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Brand Integrity Blog » Branding: What Makes a Compelling Story?
6 Comments- Add comment | Back to Brand Integrity Home Written on 20-Nov-2009 by russell.volckmann
Branding: What Makes a Compelling Story? from Volckmann (& friends) on Vimeo.
How does a brand or business tell an authentic story that really matters—one that people relate to; find compelling? What is essential—yet missing—from many communications? Brand strategist Russell Volckmann interviews strategic story developer Colin Goedecke—Ten Owls Limited + Volckmann (& friends)—on shaping meaningful stories for both leading and emerging businesses.
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written on 20-Nov-2009
cristian.saracco says:
Great video! Thanks Russ!
"They think they are connected... but they don't".... "Working with formulas doesn't work".... Stop Generics!
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written on 20-Nov-2009
russell.volckmann says:
Hey Cris... thanks so much for the the kudos mi amigo, and so glad you appreciate!
Plenty more coming.. and by the way, I meant to say that your videos inspired me to do a series of videos. More to comewritten on 20-Nov-2009
cristian.saracco says:
Hi Russ!... I hope, also, to have some new videos in Brand 3.0 (actually, both will be in Spanish
)
They will be like knowledge pills... taken from our WOW 2.0 meeting (Alberto & I talking about social networks, brand experience.... )
I'm here waiting your next videos... Great idea... and greta contents!
(and please, go to sleep... What time is it in LA?)written on 20-Nov-2009
russell.volckmann says:
Thank you, Cris, San Francisco... but yes it's the same time zone, is it not?!
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written on 20-Nov-2009
Lupa says:
"... whatever you do, whatever you say, however you say it, it has to be absolutely TRULY meaningful..."
Great words, great video!
Thanks Russ for sharing! Éxitos!written on 24-Nov-2009
russell.volckmann says:
Meaningful... yes!
Colin also mentions soul... empathy, drama, color, individuality, authenticity, clarity, consciousness-raising, relevance, insight, more... all these qualities including soul are so important, yet so often missing in communications. And they need to be defined and embraced on a brand level.
Companies need to base a platform on these valuable qualities—before they even get to developing end fruition (in voice, visuals, etc.) in various channels (marketing, advertising, etc). So often we find companies chasing their own tails to treat symptoms (such as an ad campaign) which can only be as good as the founding platform. And even then, making sure it is in alignment with the founding messaging platform, which the fruition so often is not.
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