Mini Strategy Bites with Lateral Thinking

Hello Folks!

Hope you’re in great spirits! ? The past few months have been a whirlwind of amazing projects on brand strategy and architecture. I've been diving into diverse projects from Food & Beverages to Pet Care, a Fitness Brand, and even a First Nations Brand. Each experience has been incredibly enriching! ?????????? ?

I’ve also been passionately involved in Diversity, Equality, and Inclusion initiatives, aiming to bring more awareness and positive change to our industry. ?? Check out my journey with the hipages Empower Women for Leadership program, my article with Jon Steel, and my exciting work with the Miami Ad School on New Business Storytelling with a diverse group of students from around the globe. ???? ?

In this newsletter, I'm sharing with our strategist community some fascinating insights into brand strategy from the worlds of Van Gogh,?John Truby and Jon Steel. I hope you enjoy it as much as I’ve enjoyed researching and practicing it. ???? ?

MINI STRATEGY BITE 1: ANATOMY OF STORYTELLING

As a #strategy teacher at The Miami Ad School, I constantly explore the best ways to equip our future brand strategists with the tools they need to create compelling narratives. One book that stands out in this journey is John Truby's "The Anatomy of Story: 22 Steps to Becoming a Master Storyteller." Here are some key applications for our ad world:

Understand Your Hero: Truby emphasises the importance of a well-defined protagonist. For brands, this translates to knowing your target audience inside and out. Who are they? What are their desires, fears, and motivations? A deep understanding helps in crafting a narrative that resonates.

Moral Argument: Every great story has a moral framework. Brands need a clear mission and values that guide their storytelling. This moral argument should be reflected in all marketing efforts, building a consistent and trustworthy brand image.

Character Transformation: Truby’s concept of character arcs is vital. For brands, this means showcasing growth and evolution. Share stories of overcoming challenges, innovation, and positive change to create a dynamic and engaging brand narrative.

Desire and Conflict: The driving force of any story is the protagonist’s desire and the obstacles they face. In advertising, highlight what your audience desires and the pain points they experience. Position your brand as the solution, the hero that helps them overcome these challenges.

Theme as the Backbone: A strong theme binds a story together. Similarly, a clear and compelling brand message should be the backbone of all advertising efforts. Whether it's sustainability, innovation, or empowerment, your theme should reflect in every campaign.

World Building: Truby stresses the importance of a vivid setting. Brands should create immersive experiences that transport their audience into the brand’s world. Use storytelling to paint a picture of the lifestyle, culture, and values your brand represents.

Plot Structure: A well-structured plot keeps the audience engaged. For brands, this means strategically planning your marketing campaigns to build anticipation, deliver key messages at the right time, and keep your audience engaged throughout their journey with your brand.

Subtext: Truby highlights the power of subtext in adding depth. In brand strategy, this means using subtle cues and underlying messages to reinforce your brand’s values and promises. Let your audience discover these layers through interaction with your brand.

Audience Engagement: Lastly, Truby’s focus on engaging the audience is paramount. Brands must create stories that not only attract attention but also encourage participation. Whether through social media, interactive content, or community initiatives, engage your audience in meaningful ways.

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MINI STRATEGY BITE 2: VAN GOGH AND BRAND STRATEGY

to think of it, his work provides valuable lessons in storytelling that are particularly relevant to anyone involved in creative fields, including brand strategy. Here are some insights we can draw from his approach:

Emotion is Key: Van Gogh's paintings are renowned for their vibrant colours and emotional depth. Each brushstroke carries an emotional weight, making his works profoundly impactful. For storytelling, this highlights the importance of connecting emotionally with your audience, conveying feelings that resonate and stick with them.

Authenticity Matters: Van Gogh's style was unique and highly personal. He did not conform to the prevailing trends of his time but instead painted in a way that expressed his own experiences and perceptions of the world. This authenticity made his work compelling and relatable. In brand storytelling, being authentic helps in forging a genuine connection with the audience, making the brand more relatable and trustworthy.

Details Make a Difference: Van Gogh’s attention to detail and his ability to capture the essence of his subjects through intricate details, be it the swirling night sky in "Starry Night" or the textured petals in "Sunflowers", enhanced the storytelling of his paintings. Similarly, in brand strategy, details in storytelling can enrich the narrative, making it more engaging and memorable.

Persistence is Powerful: Despite his struggles with mental health and relative lack of commercial success during his lifetime, Van Gogh's dedication to his art was unwavering. He was prolific, creating over 2,000 artworks in just over a decade. His persistence is a testament to the power of sticking to one's vision and continuously crafting and refining the narrative. Brands that consistently tell their story in a true and engaging way build stronger identities over time.

Evoking Curiosity: Van Gogh often chose subjects that were ordinary—fields, cafés, starry nights—and transformed them into something extraordinary. This ability to see and present the mundane in a new light is a crucial storytelling skill. It teaches brands the importance of capturing the audience's interest by presenting familiar things in unexpected ways.

By studying Van Gogh's work, we can learn a great deal about how to effectively communicate through art and storytelling, making our messages more powerful and emotionally engaging.

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MINI STRATEGY BITE 3: JON STEEL ON LISTENING

I've seen many planners talk endlessly until they bore the whole room. I believe in their world talking equates to demonstration of intelligence. However, I'd encourage planners to listen more than talk. It's such practice that'll bring clarity in perspective and understanding of collective wisdom in the room to solve business problems. Here's revisiting Jon Steel's view on the power of listening in planning.

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Got an interesting strategy project to discuss or need some strategy support? I’d love to hear from you! Let’s also find some time to connect in this post pandemic world -?grab a coffee virtually?or in person?when you’re free.?? In the meantime, enjoy this newsletter and have a fantastic Thursday!

Your Smiling Strategist,

Roma ?? | +61403880286