Authenticity and narrative

Posted: January 16, 2013 in Brand story
Tags: , , , , ,

☞ Authenticity appears to be a more important issue, thus far, on my Cinematic Narrative blog. The following article, on brand storytelling, highlights its general importance. As we have seen on the Cinematic Narrative blog, the issue of authenticity is not only confined to narratives that purport to be non-fictional, such as Bigelow’s Zero Dark Thirty, but it might also be an issue in some fictional narratives, such as Tarantino’s Django Unchained. It is therefore an issue that applies to narrative in general, especially if the narrative touches on some contentious concerns of the real world.

“One thing that all good stories have in common is authenticity; the ability to portray characters and plotlines in a way that give them both longevity and a very real impact in our lives, whether fictional or based on true life experience.

So, why shouldn’t storytelling transcend to today’s fast-paced, always-connected world and more particularly play a crucial role in the way a brand engages people?

Enter the narrative and its ability to convey and establish a brand that rings true to its consumers. Based on the fundamentals of storytelling it can play an invaluable role in the way creatives develop and deliver communication messages and campaigns that go beyond the clutter in today’s flooded marketplace.

Explains Ricardo Rocha, executive creative director at Etiket, an Irene-based, multi-award winning advertising agency: “A brand should be seen as a person that has a story to tell. People build their personalities through context which is the direct result of narrative that develops through their past, present and future.””

Read more…

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