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The future of brand storytelling

Last updated on 23/09/2020

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Ete Davies: The future of brand storytelling is in partnership with consumers.

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People are creating their own content.

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They are interacting with brands and the stories that brands are telling in new ways.

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It’s not just enough for a brand to broadcast their story; you have to shape it with your

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Kimberlee Wells: I think the future is really not that different to the past.

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We told better brand stories in the past than what we’ve been telling.

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And I think the reason for that is brands gave way to investing in their brands, chasing

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the short-term sales.

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In terms of what I think the future is: We are going back to these big brand narratives.

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We’re starting to see a shift in where spending is going.

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Increasingly brands are wanting to talk about their purpose and, as a result of talking

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about their purpose, they need to bring the narrative in.

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It’s an exciting time to see brands back.

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Andrew Shebbeare: Creative briefs haven’t changed that much in the last 10 years.

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I suspect they won’t be that different 10 years from now.

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I think, inevitably, what will happen is that digital growth will continue, and that will

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mean that, for many, many brands, digital is the first channel they plan into rather

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That means that digital creative assets become the cornerstone for more brands, rather than

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the peripheral work that needs to be adapted from a TV asset or from a print campaign.

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And I think we’re already seeing a generation of brands for whom digital is their anchor

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Adam Kerj: I think you really have to figure out what kind of role you want to play in

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You really have to understand who they are, where they are, and what they’re doing.

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And so I think you really need to provide them with something meaningful that really makes their

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lives either more interesting or more relevant or more entertaining, whatever it is.

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Finding that purpose and making it really, really relevant and bespoke and tailored to

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each one of us, I think that’s key.

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Ete Davies: The hardest thing to get right when connecting with consumers is authenticity.

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Often brands try too hard to tell consumers what they want rather than being true about

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what they are as a brand and where they have purpose, because that’s what really resonates.