Although the audience may change, storytelling is a human trait that is underestimated and very powerful for brands. BUT, how does a brand stay within the proper boundaries of who they are and who their audience is without overstepping into cringe-ville?
How Much is Too Much?
- The need for creativity and storytelling has exploded in the last few years and has shifted from idealism to realism
- We still need a brand team to work on vision and cohesiveness but we’re adding on every day content creators to put a more accessible spin on stories
- Consumers have gotten a lot more savvy and desire creators who can connect to their circumstances and lifestyle
- What does Gen Alpha want to be when they grow up? Influencers and content creators. This is reminiscent of kids wanting to be actors except content creation as a profession is a lot more accessible.
- In our consumption culture (or late-stage capitalism), the job of being the one to sell things is glorified and influencer culture breeds an unapologetic nature of identifying themselves as a brand or lifestyle
- How much intimacy is too much intimacy? Peloton got into trouble for getting too intimate with their customers and overreaching on how they should interact with their customers
- The human trait of storytelling is underestimated and very powerful across all platforms and within each role in any organization
- “Who are you and who is your audience is going to really drive what kind of stories to tell and how to tell them.” - Kiri
- “Determine the boundaries for yourself and for your company and for your brands about how much creativity and storytelling and dialog is enough for your brand to remain relevant, feel connected, but not have to overstep that boundary.” - Ingrid
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