Commercials aren’t storytelling. Whether in the form of words, images, or video your advertisements are simply assets developed to show the best version of your business or tell the scripted elevator speech told hundreds of times before. More often than not these tell the who, what, when, and where, but also the “how much.” These advertisements are crafted for the actions they drive, not for the story they tell. You measure their success in the clicks, conversions, or inventory number.

Commercials come easy. Stories make you work for it.

When a story is told well, it’s clear to the audience that the purpose was to inform, entertain, or give. All the best stories generate visceral responses in sentiment, the least measurable element of a campaign. What marketers call “content strategy” really means “managing emotions,” and that doesn’t always show up in Google Analytics.

INDUSTRY INSIGHTS

Blog Posts

6 Reasons to Consider a Rebrand


Do you have a mantra? Do you stand for something? Do you have a shared mission? That should be evident visually to those that encounter…

When was the last time you said “desktop?”


60% of the time we are online, it’s on a mobile device. If your digital presence isn’t optimized for a smartphone, you’re not only behind,…

Generating Creative Assets to Support In-Store Promotions


Conceiving your next event idea may come easily, with staff brainstorming during a quiet moment in the store. But the execution is a different story.…

Email Content Downloads


When used properly, attribution can be tracked from the email open rate to the site visit, and eventual appearance in-store or on your client list.

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