Customers Create Stories for Every Interaction

I’ve often heard the saying that consumers define your brand story. That’s a message which is always good to keep with you, but at the same time it’s only a single slice of whats really going on.

Consumers are defining your brand not just by what they say on Facebook, but as a result of every individual interaction they have with you.

It happens with every email, every ad, everytime they use your product and with every call into customer support. Each are instances where your brand is translated into an interaction as media, and communicates with a consumer with a unique profile of their own. The output, the consumer’s perception of your brand, might be different everytime.

There are four different stories here: The brand’s, the media’s, the consumer’s, and the consumer’s perception.

Story Gets Us to Emotion

I saw a quote about experiences being better than stories, because people remember experiences. Obviously that erqued me and I started thinking about it.

What I came up with is that stories are how we communicate, describe, and remember experiences. Story gives us the language we need to move up the pyramid.

Without stories all we have are research and insights, and the other work that goes into marketing. That work is ill suited to create brands or experiences though. Its the tools of story, that we’re evolutionary adept to, that let us create powerful interactions and brands.
I think this is one of the more powereful illustrations from this second set.

The Reason for Innovation

For a while i had a hard time figuring out what the whole point of insights and innovation was for on the part of digital strategy.

In the end I’ve come to understand that innovative marketing strategies help achieve substantially better results.

The simplicity of this graph and how ugly it is makes me feel like I’m missing a lot of the picture however.

Research & Insights Into Stories

Stories have their place even at the very beginning of marketing strategy, and a lof of the work from research and analysis should very much be thought about and be shared with others as stories.

Story Telling for User Experience made these ideas clear for me. Stories play two roles in making finding exceptionally easy to understand and to share.

Media Tells Stories

Stories are the core to brands, experiences, and customer perspective. Media is how you bring those stories to life through a variety of platforms and channels.

This image works in the role of UX in creating an experience consistent with a brand across platforms and contexts, and it also hints at how the platforms are just different methods of communicating a story.

The Social Context

Understand a bit about the Social Context in how the biggest driver is the things people are doing with one another. There’s a whole range of platforms, actors, actions, and motivations that should all be understood.

A brand’s story doesn’t exist in isolation but along side millions of other stories people have constructed for themselves.