Every picture tells a story. And, apparently, so does every brand manager, account executive and even intern these days. Neither category nor discipline brings immunity.
If you don't believe me, bring a bottle of tequila to your next meeting and take a shot every time you hear the word "narrative." Make sure you arrange for a cab first -- or an ambulance. Because after about half an hour, you won't be able to walk.
More than ever, furrowed-brow posturing over "the brand story" is mandatory. You avoid it at your own risk -- because many brands have been convinced that it is the latest magic marketing beanstalk. No matter how enthusiastically they buy into it, though, what they are likely to wind up with is just a very pricey hill of beans. Caveat emptor.
I don't want to spoil the party, but no matter how overused and meaningless it becomes, the word "narrative" actually has a very specific definition. And its meaning is entirely, critically relevant to effective branding and consumer engagement. Which is what makes its misuse and misinterpretation so frustrating.
The Oxford dictionary defines "narrative" as "the narrated part or parts of a literary work, as distinct from dialogue."
"As distinct from dialogue."
The intensity of conversation that, like a tornado, engulfs brands today, is not without reason --dialogue should be malleable and responsive, even mercurial as fashion. Often, it is fueled by the criticism and reviews of the product. But that is, at best, the dialogue part. It is not the narrative.
That is what so many in our field completely miss. With a jumbled patchwork of sentiment analysis, half-baked creative platforms and short-term strategy, they concoct a hodgepodge of target-audience characters, clichés and scenarios, and lash them together with buzzwords. The hope is that from this backwards, whack-a-mole approach, the brand story will somehow come together out of the sum of its parts.
Call it vignette branding. Or Etch A Sketch marketing. Or positioning dell'arte. But a compelling brand narrative it ain't.
In fact, this hucksterism for snobs is the diametrical opposite of a real brand narrative. It conflates consumer connection with audience manipulation. Like a glorified after-school special, it starts with the desired result -- the associations, actions or thoughts a company wants to trigger -- and then slaps a story line on top of it.
There is a reason why Joyce didn't write Ulysses as a Choose Your Own Adventure novel. ("If Molly says 'yes,' turn to page 782!") Serious authorship demands direction and control. It requires authority -- no pun intended -- over subject and story.
A true narrative is the cornerstone foundation of a brand's identity -- carefully crafted out of core values. It focuses deeply on its subject, the protagonist that is the brand, removing anything extraneous to reveal and convey the core values that stand when all else is taken away. From sin category anti-heroes to sweeping, traditional brand epics, the narrative can vary from the archetypal to the avant- garde. But it is consistent, meticulous and intricately plotted.
Like litigation and surgery, beware turning this over to amateurs and dabblers. From budgets to brand equity, there is simply too much at stake.
In some respects, it is the curious delusion of grandeur that has always plagued the art of writing. So many people who absolutely have no talent for it at all think they can do it. It's why seemingly every retired dentist fancies himself as the scribe of the next great espionage thriller. Good for them! But they are not brands -- or the agencies that purport to serve them.
Now, those who can't write have the resources, buy-in and powerful, real-time, non-erasable global publishing platforms with which to prove it. And when a craft that requires real professionalism and expertise is suddenly reduced to nothing more than jargon, gimmicks and up sells, it is all too easy for many brands -- and the consumers they increasingly contradict and confuse -- to totally lose the plot.
Our 2024 Coverage Needs You
It's Another Trump-Biden Showdown — And We Need Your Help
The Future Of Democracy Is At Stake
Our 2024 Coverage Needs You
Your Loyalty Means The World To Us
As Americans head to the polls in 2024, the very future of our country is at stake. At HuffPost, we believe that a free press is critical to creating well-informed voters. That's why our journalism is free for everyone, even though other newsrooms retreat behind expensive paywalls.
Our journalists will continue to cover the twists and turns during this historic presidential election. With your help, we'll bring you hard-hitting investigations, well-researched analysis and timely takes you can't find elsewhere. Reporting in this current political climate is a responsibility we do not take lightly, and we thank you for your support.
Contribute as little as $2 to keep our news free for all.
Can't afford to donate? Support HuffPost by creating a free account and log in while you read.
The 2024 election is heating up, and women's rights, health care, voting rights, and the very future of democracy are all at stake. Donald Trump will face Joe Biden in the most consequential vote of our time. And HuffPost will be there, covering every twist and turn. America's future hangs in the balance. Would you consider contributing to support our journalism and keep it free for all during this critical season?
HuffPost believes news should be accessible to everyone, regardless of their ability to pay for it. We rely on readers like you to help fund our work. Any contribution you can make — even as little as $2 — goes directly toward supporting the impactful journalism that we will continue to produce this year. Thank you for being part of our story.
Can't afford to donate? Support HuffPost by creating a free account and log in while you read.
It's official: Donald Trump will face Joe Biden this fall in the presidential election. As we face the most consequential presidential election of our time, HuffPost is committed to bringing you up-to-date, accurate news about the 2024 race. While other outlets have retreated behind paywalls, you can trust our news will stay free.
But we can't do it without your help. Reader funding is one of the key ways we support our newsroom. Would you consider making a donation to help fund our news during this critical time? Your contributions are vital to supporting a free press.
Contribute as little as $2 to keep our journalism free and accessible to all.
Can't afford to donate? Support HuffPost by creating a free account and log in while you read.
As Americans head to the polls in 2024, the very future of our country is at stake. At HuffPost, we believe that a free press is critical to creating well-informed voters. That's why our journalism is free for everyone, even though other newsrooms retreat behind expensive paywalls.
Our journalists will continue to cover the twists and turns during this historic presidential election. With your help, we'll bring you hard-hitting investigations, well-researched analysis and timely takes you can't find elsewhere. Reporting in this current political climate is a responsibility we do not take lightly, and we thank you for your support.
Contribute as little as $2 to keep our news free for all.
Can't afford to donate? Support HuffPost by creating a free account and log in while you read.
Dear HuffPost Reader
Thank you for your past contribution to HuffPost. We are sincerely grateful for readers like you who help us ensure that we can keep our journalism free for everyone.
The stakes are high this year, and our 2024 coverage could use continued support. Would you consider becoming a regular HuffPost contributor?
Dear HuffPost Reader
Thank you for your past contribution to HuffPost. We are sincerely grateful for readers like you who help us ensure that we can keep our journalism free for everyone.
The stakes are high this year, and our 2024 coverage could use continued support. If circumstances have changed since you last contributed, we hope you'll consider contributing to HuffPost once more.
Support HuffPostAlready contributed? Log in to hide these messages.