In the last blog post, I mentioned the Advertising Research Foundation (ARF) study. One of the companies who participated in the research was the Verse Group. Actually they were formed as a result of the ARF study, and they have written a White Paper titled: A Breakthrough Approach to Brand Creation.
Their illustration of the Engagement Model presents a visual representation of the core elements of engagement and the results which is co-creation.
This middle ground of Co-Creation is what brand storytelling is all about! The storyteller and the listener both contribute to the process, creating an experience that is rich and relevant.
Starbucks is a great role model for us. This is a brand that has embraced storytelling in its culture. They have a contest where the employees of Starbucks create their own stories of why they work at a particular store. Then customers vote on their favorite. They even have a site where they are encouraged and show the “partners” how to participate.
There are many of us who have our favorite Starbucks. Places where we are known and the moment we walk in they start our order with that mysterious language. And we enjoy our friends behind the counter. Last year Brad Porter won the contest with his wonderful story. You can view his video story can here.
The creation of a compelling story takes imagination and effort, and sometimes is not an easy endeavor. But once crafted and told, we have found that it can hook your listeners and drive them to take the next step in the selling process.