Our Brands’ Story
Strategic Story Telling is done by balancing emotion with just the right amount of information: a great story is easy to understand and simplifies big ideas in a way that sticks in people’s minds. Even more, it surprises, delights, makes audiences think and feel, and motivates them to act in ways that data cannot. It can help businesses create high-quality marketing content, strengthen brand loyalty, and improve sales conversions.
At Crystal, each of us was exposed to different models of story and communication planning. But we did realise that all of them were essentially the same with different descriptors often force fitted while attempting unnecessary alliteration. So we did not create any model, we just went back to fundamentals. What does one need for getting a solution to a problem – understand the problem, research cause and effect, think of options for solutions, choose the best, try it out, if it doesn’t work go back to the first step. We found that by adapting it to the popular Thinking Hats model, not only did it allow us think wildly and generate some weird ideas, it also helped progressively refine ideas till we end up with a few very workable ideas. In essence using information and emotion to identify solutions.
And here we go
Data Crunching
Process Needs
Emotive Gutfeel
Creativity
SWOT
Evaluation and Zeroing In
Our Digital Story
There is a belief that the emergence of the Digital medium has changed the entire concept of advertising. While it is true that the modus and the environment of communication sending and receiving is different, it is also true that the ultimate objective of digital advertising is no different from that of the so called conventional advertising, that is to evoke a response that reinforces or modifies the targets’ perceptions and behaviour towards our brand. Hence relevant creativeness retains its paramount importance in both cases. Crystal’s experience and expertise in creating relevant noticeable content in sync with brand goals is certainly one significant discriminator.
At the same time, keeping mind that while in conventional advertising, the brand information is ‘pushed’ to the target; in digital, the information is ‘pulled’ by the target. And hence a ‘digitally well-placed’ brand is more likely to be among the first few to be ‘pulled up’ first. This is where our strategic association with digital advertising experts for 360 execution has proven to be of enormous advantage in ensuring digital presence at the right place at the right time. Further our strengths as an integrated communication provider, enable us to create effective visibles to yield higher quality leads. Not stopping with that, selective engagement with prospects to predict buying intent and timeline are among the services that have earned us appreciation.
Crystal partners with leading Digital Performance Marketing agencies to run paid ad campaigns across all digital and social platforms