With all the hoopla about data these days, we seem to be forgetting one thing.
Brands are stories.
Successful brands tell their story well.
A well-told story gets shared. That’s viral advertising.
A well-told story gets remembered. That’s branding.
A well-told story gets a smile, a laugh, a nod of recognition from the listener. That’s direct response.
Brands are stories. Everything else is about how the story is distributed.
Today, the ad industry is 99% about distribution.
And, 1% about story.
End of story.
End of advertising.