What you can learn from it, first and foremost, is that brand storytelling really isn’t that hard and that you can do it too.
Take a look at this new Oreo cookie campaign:
What has Oreo done here that’s so difficult? Nothing. They’ve situated their cookie fancifully within the context of The Three Little Pigs, a vampire movie, etc., in order to create a series of what we might call “fractured fairy tales” (remember those from the old Rocky & Bullwinkle Show?).
Their point was to underscore the transformative power of the Oreo. Oreos make our lives better, brighter, friendlier, more fun.
Sure, Oreo got Owl City to record a catchy ditty. Without the ditty the animation would fall flat. But don’t get distracted by this expensive marketing decision.
You can begin to situate your own product or service within the context of a fairy tale, or the real story of one of your customers, or within the history of your company, or within your fictional world, at absolutely no cost.
All it requires is that you begin to think of your product or service as existing within a narrative environment.
That’s pretty much all that Oreo did: “What if one of the three little pigs gave an Oreo to the Big Bad Wolf”?
You could pick a narrative environment that’s already well known and loved and in the public domain (a fairy tale); you could choose one more tightly connected with your company; or you could have the fun of inventing a fictional world of your own. (For more suggestions, come listen to this episode of The Comic Muse Podcast.)
A cookie lends itself to a certain kind of storytelling. But a different kind of product, one a little closer to the essence of what makes human beings happy, has the chance of telling an even more powerful story.
Coming up with any ideas?
Who wants to share their brainstorming with the group?
How do you write a story about a business who selling different types of products…Do we create a story of every products or a story about our business?
I would suggest that you tell both kinds of story. The story of your business might take the form of an “origin” story on your “About Me” page, while the story of a product might be told on another part of your site, or at an event.
I always welcome creative mind melds.
We know what the basic theme is, just not how to package it in a one or two line phrase.
Why don’t you contact me at [email protected] and we can talk about how to approach it. I’d love to help.
Wow ~ what a great brainstorming idea! I’ve been stuck trying to figure out how to frame the theme for the arts festival. Maybe this is the way to do it.
Mikaela, I’m so glad the thoughts in this post resonated with you! I’ll bet you could think of a creative storytelling angle from which to pitch the next arts festival. Let me know if you need any help brainstorming.