I was very surprised by the question. And if there is one thing I am learning every day, it is that tools - and neither is Artificial Intelligence - are of no use if we are not capable of being memorable. Tools without communication are like having a Ferrari without gas.
What makes us unique are the questions, ideas and stories we tell. In a noisy world, we will be relevant as a brand if we design positive experiences for people through branding, UX and communication.
This article is an invitation to design the journey we want for people - although we know that in the end each person will take their own path.
As in the Coldplay song, “Questions of science, science and progress. Do not speak as loud as my heart. […] Take me back to the start.”
Let's go back to the beginning again.
Chipotle's 'Back to Start' campaign is a wonderful example of storytelling in which the brand introduces its philosophy and the founding of the 'Chipotle Cultivate Foundation'
The secret is in the stories
The most valuable thing today is human engineer phone number list attention . Attention is what we all really compete for. But attention is the scarcest commodity, and it cannot be increased. It is a zero-sum game. When one gets it, another loses it.
People react in a very particular way when they hear stories. Our brain begins to secrete neurotransmitters such as oxytocin, the hormone of bonding and empathy; a true social glue. And above all, it secretes dopamine, the neurotransmitter most closely linked to human attention.
Stories generate a state of curiosity that 'itches' us. And that is what we really 'scratch' when we communicate. We use stories to awaken emotions and neutralize uncertainty. Stories are remembered. They travel, transporting ideas from one person to another and from one place to another. Stories capture our attention and create connections.
Design, writing, aesthetics and art tell stories. They communicate more than the information they convey. Effective storytellers convey emotions, feelings and personality. Every time you consume a product, watch an advertisement or play a video game, an exchange of energy occurs that goes beyond the mere transfer of data and facts. That energy comes from the dynamic links established between creators and audiences.
How are stories built? The anatomy of every story
1. Find a good idea
The theme that conveys a higher purpose or meaning.
Airbnb has built its brand on the values of belonging, equality and acceptance, and presents the brand as a 'symbol of belonging'.
“the Bélo: The Story of a Symbol of Belonging” campaign
She created a campaign using an incomplete ring designed by Marc Newson. A simple and powerful representation of the work that still needs to be done to “complete what is missing” and achieve marriage equality.
The Acceptance Ring | Until We All Belong | Airbnb
2. Build the characters
The characters evolve and have their own transformation arc within the story.
3. Design an atmosphere
This is what will create differentiation and branding. For the story to be coherent, we must build action and atmosphere from concrete and relevant details.
4. Develop the conflict, the story, and remember that principles are everything
And make it able to capture attention for as long as possible.
The order of events is not always the order in which people encounter them (we call this non-linear storytelling). At the beginning of a film, someone is found murdered, but we don't know why or by whom. One thing is the 'plot' (for example, Tom killed Jack to get revenge for a betrayal that happened 20 years ago in Japan) and another thing is the story.
The White Lotus series begins both seasons in media res, with an opening that exemplifies how the doubts and questions that a story opens up for us from the beginning stimulate our curiosity and our dopamine. In short, they captivate us.
