Does this amusing parody of brand story telling diminish the effectiveness of this branding approach?
OK, so we’re the first ones to rave about the virtues of authentic brand story telling. We love to discover a passionate, artisan craftsman sitting at the heart of a brand, just waiting to tell his or her story. The visionary dreamer with a love for what they do is an incredibly rich starting point for finding the ‘why’ in any branding project.
As part of this brand trend we’ve seen the emergence of video as an engaging and evocative way to capture the spirit and passion of the brand story. No sooner has this trend been established and we find someone cleverly and gently poking fun at the new genre of ‘Makers’.
Does this mean the trend has run out of steam and brands need to move onto the next great stroke of authenticity? Not at all. Those brands who genuinely get to leverage this kind of story telling will still find it a powerful way to engage with their customers and differentiate from the pack of competitors. The strength of this parody is that it contains a load of powerful, emotional levers, which pull us in enough to laugh at ourselves when the pun is revealed. And that same strength will continue to work for any brand with a passionate, ‘craftsman’ at its heart.
David is the founder of Truly Deeply, a brand agency with 25 years experience working with brands to position them for growth. His deep expertise is in the creation of high engagement brands that attract the attention of their audience and stand out from their competitors. David has extensive experience working with corporate, retail, food & beverage and entrepreneurial clients. Find out more at…
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