The Human Element

A few months ago a good friend of ours, Mike Bonifer (CEO of Gamechangers), whose work revolves around the idea of the improvised brand narrative, shared with us in an email, an idea I found pretty powerful.  We were discussing ideas overlapping the work both of our companies are engaged in: sustainability strategies for brands in the networked world.

Mike said that in today's networked world, narrative is the ultimate organizing principle.  It is the thread that  contextualizes, organizes and makes sense of ideas and concepts. The narrative then has the oppportunity to birth potent stories that can bring it to life. These stories provide depth, power, and meaning.

So with Cnvrgnc and Gamechangers, our mutual interests are at the intersection of brand strategy, narrative and stories.

What was interesting for me was that as I was reading through this email, it brought to mind the work of another colleague of mine, Michael Margolis. His company, Get Storied, focuses on Brand Storytelling and in a workshop of his, that I attended late last year, a comment he said came to mind, which made everything come full circle. In the workshop he said that "companies build a loyal following when their customers see themselves in their brand's narrative." For me at that moment lightbulbs were going off in my head left and right.

Putting together our philosophy at Cnvrgnc alongside Mike's and Mr. Margolis', these ideas become pretty compelling. It's the understanding that it's not crafty slogans, 3.9% down promises, or super cool features that get you loyalty, but an understanding that the brand, in some way or fashion has to be able to relate directly to it's customers (allowing their audience to see themselves in the narrative). This is the key to recognizing the potency of the human element and beginning to see how brands can become of immense value to their customers. 

Now most companies simply do not understand this. And if they do they are doing a C- job of executing on it. If you sat down with a handful of your friends, and asked what brands/companies would they rave about, and honestly say they truly value, how many would be named?

Now it may get tiresome to some about how folks continuously rave about Apple, it's a simple fact, though, that they get it and understand narrative (hmmm, no wonder they're growth has been astounding in the last few years) . They have mastered the human element...while others still flounder.

Case in point:

Apple (commercial for their new Iphone 4.)

Narrative: Connection with loved ones

Stories: 1. A Couple and their baby. 2. A graduate and her family. 3. Expecting parents. 4. A deaf couple sharing a moment.

Verizon (commercial for their Droid Incredible)

Narrative: Technology??

Stories: none

Sprint (commercial for the new Evo). I remember when the Instinct was suppose to be so hot. . .

Narrative: Evolution

Stories: none

In the industrial age economy, consumer = commodity. In the networked world, the market leaders will be those who provide remarkable services by delving into the the dynamics of the human condition and creating on the human scale. 

Comments

[Michael Margolis]

Hey Rasul - thanks for keeping it real on the story tip! I always appreciate the kind shout outs. Your work inspires!

Maybe someday other companies will realize that technology is emotional, and that most of us have an intimate relationship with our gadgets. Take the BORG for instance....err I mean DROID. People need a story to believe in. The idea of gadgets taking over the world, isn't exactly the warm and fuzzy most are looking for.

[Rasul Sha'ir]

Thanks for the comment Michael. I hear ya bruh...I'm right there wit'cha!