Unifying Ideas in content development.
As discussed in What Is Brand Storytelling page, brands need to offer a unifying narrative not only on the macro level of the overall brand promise and architecture, but also on the micro level of each instance of marketing communications. This means employing storytelling principles in every medium you deploy, from TV and radio spots to Facebook campaigns. Above all, that means building each of those stories around a central Unifying Idea.
Case Study: Fidelity
The Task: Motivate employees to sign up for health
and retirement benefits.
The Insight: Many employees, especially younger ones,
cannot imagine the need for benefits and see them as trivial.
The Unifying Story Idea: Benefits are no joke” — To think that
benefits are uncessary is absurd, as shown in this hilarious video.
Creative storytelling services.
unifying story idea
directing, photography, editing
writing and scripting
music search and composition
graphic and web design