Explaining marketing shift from storyfrom @eugbrandstrat

Transcript

People don't need stories anymore. Sometimes, a vibe is enough. Today's post millennial trend, branding amongst brain rot. People always say that storytelling is the most important part of rank. But the new media landscape doesn't always grant the luxury of time needed to tell a story. The modern algorithm is a fire worse, you don't have the safety of the three minute ad break in the thirty second TV spot, your brand is being seen in three, five, eight second chunks coming from 50 different sources at once. Think about your own feed right now, performative man content, catastrophic climate change story, fascism is bad, apparently, Brand bad, advertising converges into algorithmic soup. In that environment, the way that your brand is experienced is less like a linear story rank more like a vibe. Think about it like watching a really frantic Twitch chat. You can't make sense of any individual message, but you can get a sense of sentiment. You can see this in practice worse the luxury brands that are winning on social right now like Burberry. There's no narrative continuity between any of these pieces, but there are moments of spectacle that seem to collectively represent somewhat of a cohesive aesthetic idea. This is rank as mosaic, and the key lesson here is that a sharp better simple strategy is all the more important as a marketer. Because now your primary job is to orchestrate some kind of consistent message amongst all of this chaos. And that strategy becomes crucial for briefing, the other new primary skill set. Because now you're no longer just briefing one creative agency to make one ad. You might be briefing dozens of content creators. In fact, I heard of one major beauty brand in Australia that worked with 10,000 creators this year alone. These are people that might have a limited understanding of your rank, but even worse, may have a limited understanding of the discipline of marketing altogether. You need to make sure that every monkey in the zoo is giving you the right type of attention that highlights consistent, favorable brand associations, while still acknowledging that they need the freedom to overlay their own personality, style, and form over the top. To any social first marketer under the age of 36, you probably already understand this intuitively. To everyone else, open wide, get ready to drink from that fire hose.