Mind Grapes

and then things get awesome

1 + 1 = 3 Marketing

[originally posted on the BrightWave Marketing blog]

I recently watched this video (below) where Ken Burns talks about what makes great storytelling and it made me think the same thing applies to great marketing.

Maybe I should back up a little bit…marketing is storytelling.

Ken Burns mentions that great storytelling is when 1 + 1 = 3. That something extra that goes beyond the “2” you would expect and that manipulates the consumer*. The manipulation isn’t bad or disingenuous, it’s just something that moves the person. It’s a motivation.

When I tell the story of a brand I know I need to tell the facts (1 + 1 = 2) but I hope I do it in such a way that motivates consumers to act. Not always “buy”, but act. The goal is getting them passionate enough about your story (brand) to want to do something.

*There is a point in time in this video that Ken implies that storytelling is akin to lying, or at least has aspects of lying. That is one area where marketing and storytelling differ.

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