A comment was recently added to a past blog posting of mine, by Randall Ringer of the Verse Group. His company is an “independent brand consultancy that combines practical marketing experience with a storyteller’s creativity.” You can read his comments (and they were pertinent to the topic). After a few emails back and forth with him, the following came up in addition to those comments:
“There is a lot of talk about storytelling but actual methodologies used by most ad agencies and corporations are all based on theories of positioning. Story telling is relegated to an afterthought or an executional element. That is why we developed Narrative Branding — a strategic process that places storytelling at the heart of branding.”
I’m a little embarrassed that I had written a somewhat brash blog posting about the study (especially having not actually read it), but it had seemed like an “Oh, duh” moment to me. I then realized that, in the past year, I’ve had the good fortune to work with people who I think value the storytelling part of a brand as one of their most valuable assets. But Randall does well to point out that this topic needs more attention than it’s getting.
Next order of business? Go read the study.