Once upon a time, the legendary Bill Bernbach declared “it may well be that creativity is the last unfair advantage we’re legally allowed to take over our competitors.”
It’s been a minute or two since that quote first appeared, yet it’s just as true today as it was in the 1950s. That said, in an attention-driven economy where real engagement turns buyers into fans, creativity alone no longer cuts the mustard.
Instead, it’s creative storytelling.
When engagement doesn’t engage
“Performance” has been the marketing buzzword du jour for some time now. It’s easy to see why: we are awash in a sea of data and “insights” and of algorithms and platforms. Creative work can now be produced at scale by AI factories, where the only humans involved are there to make sure it hasn’t accidentally put a swear in the copy.
OK, that’s a massive oversimplification. But, it’s important to note that while this is a blessing for ensuring you can reach everyone, everywhere, there is also a downside.
We have access to an enormous volume of data that can tell you with precision what your target audience had for breakfast, when they did so, and what they were probably thinking of at the time (Frosties, at 7am, wondering which bin needs to go out this week, if you’re interested). We can instantly communicate and sell to niche segments around the world.
But therein lies the problem with performance marketing: if everyone is doing it along with you and has access to the same tools, then it’s not a competitive advantage. It’s just more competition.
In the modern attention economy, engagement is the answer. While people may interact with an ad online, they don’t necessarily engage with the brand behind it. It doesn’t mean much or move them.
It’s always storytime
What people do engage with are stories. We bloody love ‘em and can’t get enough.
While there doesn’t appear to be much quantitative data on this, we’d be willing to put down some serious money that people are more likely to talk about Stranger Things or The Traitors than the Grammarly ad they’ve seen a hundred times on YouTube.
Just a hunch. But it speaks to a central truth that we are driven by stories, not messages.
Stories reflect back on us. They make us feel something and stay with us for much longer. And when we see a story that we really love, we become fans of it. We come back to it, remember it, hold it close. Some will follow their favourite stories over decades. Others will even shape their identities around it.
In short, stories can create fans: people that don’t just like you, they love you.
For a brand, creating an army of fans is now an imperative. It’s not enough to only have buyers. Long term brand growth — even survival — is dependent on staying relevant to the people who will buy from you for years to come.
Create fame, build influence
Once the elements of a good story are in place, things begin to align.
The formula is simple: stories create cultural capital, which creates fans of your brand. These fans impart trust, building influence. That influence can then be converted: your fans buy from you and encourage others to do the same.
You now have a loyal following that can grow over time, so long as you stay relevant to them, and who will economically reward you.
But how do you get off the ground?
This is where PR comes into play, and where it can make the most impact.
Storytelling is at the heart of what we do. It’s something we do every day; sometimes on a micro, one-to-one level with a journalist, influencer or content creator to help them tell our brands’ stories. Other times, it’s brash and loud in public, shouting from the rooftops.
By earning our place and getting trusted voices to tell a brand’s story, PR builds not just awareness, but fame. That fame creates fans, which then generates influence. So on, and so forth.
At a time where creative work has never been more accessible, telling unique stories will help a brand truly stand out and be remembered in a wholly unique way.
In that regard, storytelling is the last unfair advantage you can have over your competitors.
Want to tap into your unfair competitive advantage? Then get in touch: