Johnny Hardstaff on getting intimate with photography
The director reflects on the connection between his darkly personal photography work and his commercial films, and how the former has enriched his wider practice
Dada Projects founder on the visibility of women in digital design
Founder and creative director Christina Worner talks to CR about the motivations behind setting up the design studio and what she’s doing to creative a supportive environment for anyone who works with them
Why brands can’t be everything everywhere all at once
The purpose of brand strategy is to provide brands with direction and meaning. So why are agencies and marketers so eager to keep brands open-ended?
Fortnum & Mason reveals first ever bespoke typeface family
Two new typefaces promise a more digitally-friendly brand presence, visual cohesion, and legibility
Duolingo on why brands are becoming more human
We speak to Duolingo’s global head of social media Katherine Chan about managing the team behind its lauded social strategy and how people’s perceptions of brands are shifting in the era of individual clout
Teenage kicks: how the David ad network is growing up
We talk to co-founder Fernando Musa about how the network is evolving with age, plus how he balances his unusual dual roles as chairman at David and CEO at Ogilvy Brazil
Libresse ad calls for better period education
The mixed media ad by AMV BBDO illustrates how a lack of knowledge about periods can be a lifelong issue
What can brands learn from Kamala Harris’ presidential campaign?
CR speaks to Teemu Suviala, global chief creative officer at Landor, about how Harris is cutting through the political noise, and what lessons brands can take from her bold approach
The storytelling of your brand makes everyone notice your work
how to write a brand story
had to dig up this older article that supports… http://www.adweek.com/agencyspy/stefan-sagmeister-to-creatives-no-fckhead-you-are-not-a-storyteller/70383
You’re absolutely right, Nick. Every single one of your generic examples is spot on.
Wow. That was cynical.
Storytelling is an advertising technique and would be better called storyselling.
Blimey, Nick, I’d love to re-light your campfire. The story-thing is a (very practical) way to help clients think about their brands; writing a brand narrative (in the Joseph Campbell ‘monomyth / hero’s journey’ sense, or more latterly the Jonah Sachs ‘Winning The Story Wars’ sense) gives a framework for that. As a simple example, there’s a significant mindshift when brand owners see that they are not the hero, but the mentor, in a big story (that does involve a struggle) that they get to tell and re-tell. Ad and PR campaigns are the chapters or episodes in that brand narrative.
Call me (Ismael).