By Chuck Bryant | 2.26.17
In today’s advertising environment, selling a product based on emotion is just as important – if not more – than selling based on reason.
“It’s very much about emotional positioning or creating emotion in the narrative. Some people are good at that. Some people don’t dare do it,” said Lindsay Jamieson, founder of brand-strategy company Jamieson Brand.
To Jamieson, however, it seems as though advertisers have taken that narrative strategy a little too far – an idea that he will bring to the table on as the speaker at NAMA Power Lunch on Thursday, March 2, at City Winery.
“I think for the last 10 years, people have been sort of rambling along about, ‘That’s how you do marketing—you tell a story.’ And a lot of marketing companies and advertising agencies make big claims about being storytellers, and ‘We’ll tell your brand’s story,’ and that sort of stuff,” Jamieson said. “But some people are looking at that the wrong way ‘round.”
At the intersection of marketing, branding, and business, different means often come to the forefront of industry attention as the new best solution, Jamieson said.
And while using brand storytelling as a method of advertising is effective in building a two-way relationship with customers, advertisers often forget that what the product has to offer is just as important.
“There’s the product story – which is the buy, which is all of these features, and what color it is, and how much it is, and everything literally tangible around the product offering,” Jamieson continued. Then there’s the brand story, and that’s where you begin to explore higher level concepts, abstract values, beliefs, intangible elements that build personality into the bigger offering
One brand that does this particularly well, Jamieson said, is Louis Vuitton, which manages to seduce potential customers with a big picture that’s full of emotion.
“They take you into another world that you can relate to and desire to be in,” he said.
Jamieson explained how successful ad campaigns can help sell not only the product, but the brand itself; a brand cannot really be owned, but only influenced in how it is perceived. This means that it’s often difficult for people on the inside to gauge a brand’s effectiveness.
“The reason I have a job is because marketing yourself is really, really hard,” Jamieson said.
In order to combat this, advertisers must stay open-minded, listening to the perspectives of those who know the industry, and gathering an arsenal of knowledge by observing how other brands solve or don’t solve problems.
That also includes getting distance from the industry sometimes. Jamieson said he frequently DVRs television to skip the ads, closes his computer for the weekend, and takes walks in nature every single day to avoid overstimulation.
“The last 10 years have been exponential in the growth of noise,” he said.
All of it chalks up to members deliberately disrupting themselves from an industry that is overflowing with new content, even if it’s no7t always good content, Jamieson added.
“I’m not looking for failure, I’m just seeing it. And then I’m getting excited when I see good creativity,” he said.
Jamieson will be the keynote speaker at NAMA Power Lunch’s Debunking the Myths about Brand Storytelling on March 2. Register now.
Editor’s Note: The NAMA Power Lunch podcast is a production of Relationary Marketing in partnership with the Nashville American Marketing Association. This episode was produced by Chuck Bryant and host Clark Buckner, edited and mixed by Jess Grommet, with music by Zachary D. Noblitt.