WELCOME TO THE BRAND FOLKLORIST ERA OF AI

In today's dynamic market and advertising landscape, companies invest significant resources to ensure their brands achieve not just recognition but a profound connection with their audiences. The true triumph lies in transcending mere recognition and embedding a brand into the cultural consciousness, where it becomes iconic. This evolution, from ‘word of mouth’ to ‘word of mouse,’ is propelled by the viral nature of modern media, relying on interconnected networks of people to spread the buzz organically. Here comes the Era of Social Media, merged with the Digital World Order and AI invention.

In the realm of creative thinking, adhering strictly to conventional advertising methods can stifle true innovation. The power of unconventional brand folklore lies in its ability to defy expectations and resist the temptation to merely appease client dictates. Sheer madness in creative thinking—daring and unapologetic—has the ultimate power to craft a narrative that resonates deeply with the target group (TG) consumers. This approach fosters a win-win scenario for both the agency and the client, cultivating a brand story that is sung and celebrated by its audience and, finally, reflected in the client's ROI.

Consider the campaign for the outdoor clothing brand Patagonia. Rather than following the conventional path of highlighting product features, Patagonia embraced a bold stance on environmental activism. Their “Don't Buy This Jacket” campaign challenged the traditional advertising norm by encouraging consumers to think about the environmental impact of their purchases. This daring approach not only resonated deeply with their environmentally conscious audience but also solidified Patagonia's reputation as a brand with a strong commitment to sustainability.

The basic mantra is to be resolute in creating independent strategies, avoiding the pitfalls of imitation and adaptation. Understanding the power of new-edge media and transforming technology into the consumer’s folklore language is crucial. This requires a deep comprehension of how to translate technological advancements into narratives that resonate with the cultural and emotional fabric of the audience. Mature markets, such as the U.S. and the UK, are increasingly relying on video ads and socially interactive advertising models, where the return on investment (ROI) is more robust, and leads are significantly more qualified.

A prime example of crafting independent strategies is Dove's “Real Beauty” campaign by Ogilvy’s creative team. Instead of conforming to the beauty industry's standards, Dove chose to celebrate women of all shapes, sizes, and ages. This strategy tapped into a growing cultural movement towards body positivity and self-acceptance, creating a powerful and relatable narrative that deeply resonated with consumers. By crafting an independent strategy, Dove distinguished itself from competitors and built a loyal customer base that values authenticity and inclusivity.

Being Social on Social

Social media and on-ground activation hold unparalleled power to elevate a campaign into a cultural phenomenon, transforming it into a sort of modern-day religion. Conventional advertising has undergone a metamorphosis, evolving into a target group-centric brand folklore. This new-age storytelling is performance-oriented, leveraging the idiom of folklore culture to engage and captivate.

Nike's “Breaking2” campaign by Wieden+Kennedy is a stellar example of the transformative power of social media and on-ground activation. The campaign aimed to break the two-hour marathon barrier, and it was not just an advertisement but an event. Nike used live streaming, social media updates, and real-time interactions to engage millions of viewers worldwide. This blend of digital and on-ground activation created a shared experience that resonated deeply with the audience, turning the event into a cultural phenomenon that transcended traditional advertising.

In this evolved landscape, performing art and folklore culture play pivotal roles. Brands are not just marketed; they are performed, lived, and experienced. The essence of a brand is woven into the fabric of daily life, becoming a narrative that consumers live and breathe. This transformation is not merely about advertising; it is about creating a shared cultural experience that resonates on a deep, emotional level.

The Era of Universal Folklore

As we step into this new era, it is imperative to embrace the profound changes in advertising and brand storytelling. The Brand Folklorist Era of AI heralds a future where creativity knows no bounds, where the madness of innovation leads to iconic cultural phenomena. This era demands a fearless embrace of the unconventional, a commitment to independent strategies, and a deep understanding of the transformative power of social media and on-ground activations. It is an era where brands are not just recognized but revered, not just marketed but mythologized, becoming an integral part of our cultural narrative.

The so-called refined and elite culture, where a good-looking city girl, a gym-clad modern guy, or a luxury car-driving rich man were once the primary influencers of society and consumers, is no longer the sole focal point. Now, an ordinary-looking girl next door can abruptly dance in a public place and captivate the crowd. A desi boy or an ordinary old uncle can become a crowd buster with their unique style of dancing or acting. This ‘A Brand Called Me Though’ shift signifies the fusion of AI and digital world order with the roots of local cultural consciousness. Contemporary advertising must learn to sing the new age brand folklore where unique visual storytelling becomes mandatory.

Consider the viral video of an ordinary uncle dancing at a wedding, which captivated millions online. This phenomenon is a testament to how authenticity and local cultural elements can create compelling narratives that resonate deeply with audiences. Brands that harness this power can create content that is not only widely shared but also deeply ingrained in the cultural consciousness.

By Raaja Jaffrey