1. Once Upon A Time
Authenticity in Fairy
Tales...

2. It seems everyone is
claiming a new ‘storytelling’
expertise...
Brands are flocking
to ‘storytellers’ for
help.
Kevin Johnson, creative director at Seymourpowell
It seems everyone is claiming a new ‘storytelling’ expertise, that Beginning, middle and end, a cast of traditional ‘archetypes’,
they are the new Aesop or Archer to find the ‘inner tale’ that your challenges, tasks, gifts and wisdom, where good triumphs over
brand must tell the world. Of course, we all know how compelling evil. We love it, who wouldn’t?
great stories can be. Their structures are timeless and speak to
deep-rooted human truths that stir emotions. That’s why they Hence so many brands are flocking to ‘storytellers’ for help
survive down the ages and why mankind continues to tell the same emotionally connecting with consumers to sell more stuff. But what
stories over again. if the story isn’t really true behind the scenes? Isn’t that just a con?
A moving story though, doesn’t need to be true to be effective. Social media makes it increasingly impossible to control public
Stories exist for entertainment and escapism, but also to teach opinion once a powerful idea takes hold. In Egypt, a thirty year
lessons and give the moral guidance we need through life. dictatorship was overthrown by a galvanized public in just eighteen
That doesn’t often happen neatly in real life, so the construction days. An extreme example, but what can that mean for brands,
of a story becomes an airtight, predictable way to build and their owners, if it’s discovered they’re not all they imply?
universal understanding. Many favourite brands are owned by multi-nationals beholden to
Confidential. © Seymour Powell Limited, 2010. All rights reserved.

3. shareholders. In the constant drive for efficiencies many brands, entire brand behaviour. Incentivise them for legacy and consumer
as part of portfolios, are actually made of the same stuff, on the loyalty, not simply sales.
same lines, in the same bottles by the same people. In the quest
for meaningful differentiation from the competition, as well as stable 4. Activate and innovate against your cause absolutely. We’re back
mates, these brands rely on their ‘stories’: equity, often plundered in the middle-ages – if the blacksmith in the village is actually crap,
from bygone days of independence, before the original company everyone will know very quickly!
was absorbed.
Now post-recession, brand owners want to retain value in the
brands they have ‘cost optimised’ for years, by returning to the
core idea that made the brand great in the first place. Re-writing
its brand equity tool ‘de jour’ and redefining the brand’s central
purpose – it’s reason for being.
Great stuff - If it’s cause based and truthfully activated throughout
the organization, from supply chain and marketing through to usage
and disposal.
It can take millions of
dollars overtime to craft an
However, the rise of consumer awareness might raise some
awkward questions: “Are you in business to make a difference, or
simply make money? Who do you serve first: ‘me’ the consumer,
or ‘them’ the shareholders - with me as the patsy?”
image that people trust
If your new brand story is merely a cynical veneer, behind which
you continue to go about the business of making the most money in...only for one piece of
from the least effort, then surely you run/ continue the risk of being
found out and thus open to another, more honest and generous
player coming along and eating your lunch.
poor judgement to instantly
Consumers who buy a believable story, then discover it isn’t what
ruin everything.
they thought, can find the disappointment crushing. Reputation
is increasingly the important currency in for consumers. A paltry Just ask Tiger Woods
50% reputation score on ebay doesn’t exactly breed trust! It can
take millions of dollars over time to craft an image that people trust
in, that they aspire to own a piece of, only for one piece of poor
judgment to instantly ruin everything. Just ask Tiger Woods.
And the moral of this story?
1. Be sure to really live the story and demonstrate real desire for the
cause from start to finish, not just where it suits.
2. Have brand teams enrolled in the legacy they leave behind, not
just short-term brand thrashing for the length of their assignment.
3. Create a brand guardian to be the constant conscience for the To find out more please contact: design@seymourpowell.com
Confidential. © Seymour Powell Limited, 2010. All rights reserved.