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.