I was reading an article in The New York Times (paper paper) on cryptocurrency this morning and it almost convinced me to buy a Bitcoin. For $39k. I index as kind of cheap so this was pretty scary. It got me thinking about how many things I chose to do because it was recommended or reported by The New York Times. I watched a wacky show on HBO Max last week because a reporter said it might be the best thing on television. I spend money of Amazon for hiking gear I read about on the NYT. Wirecutter has helped me with various purchases. I’ve taken vacations and read books and and and, all because I trust the writers of The New York Times.
I do not like shopping, but apparently I am an impulse dude when it comes to trusted sources.
Trust, trusted content, and powerful, clean, articulation of a story are the beacons of commerce. And persuasion.
I work in brand strategy. In my work I create an organizing principle for product, experience and messaging. The organizing principle is, by my methodology, one claim and three proof planks. But my work is not the story. It’s not the narrative. Sure, the proof planks are the persuaders. But sans story, they are words and scientifics on paper.
There is not better feeling than seeing a brand strategy brought to life. And that is the job of the brand planner. Prompting, coercing and encouraging a great story. From a great creative ad agency.