“The medium is the message” – Marshall McLuhan
The form and delivery of a story says so much about a brand and the authenticity of its message. For example, think about how people would perceive a brand’s commitment to change and innovation if their marketing communication is still grounded in traditional media and planning tactics?
The rise of social media and proliferation of social content sharing tools has made formats such a video a must within communications. Games and principles of Gamification have been incorporated into brand design and communication with the hopes of engaging not just youth, but a universal human instinct of learning through the love of “play.”
Marketers today know of the effectiveness of such media, but are challenged with “why, what and when” to use such forms within brand communication so that it enhances and serves a purpose – not just entertains.
Emotional Branding believes that the use of alternate forms of media and brand communication – movies, videos, apps and games, can only be effective and meaningful if it serves both a strategic and people purpose. Branded content and the art of storytelling requires a different sensibility in both its creation and application. Storytelling is an art, not a process or alternate word for “selling.” This very concept we believe is what separates enduring brand stories that inspire sharing vs. new media that may only entertain. .
Emotional Branding Studios is dedicated to the production of full-length and mini- documentary films, videos, design animations and mobile rich media and games. We embrace new forms of media and communication in support of helping brands find more effective and relevant ways of sharing their story.
Aside from client commissioned work, we invest in the production of our own film documentaries that are dedicated to revealing interesting trends related to Emotional Branding principles. Our independent film productions are dedicated to promoting awareness of social and environment issues that we believe in.
In fact, just recently we completed an independent film regarding visual pollution which was later adopted by the non-profit organization, Scenic America, to further their cause in the fight against visual pollution and the excesses of the billboard industry. Scenic America is dedicated to the preservation of a beautiful America and respect for public space – a cause that they have fought since the early 1970′s. This documentary film has demonstrated how the power of storytelling can indeed unite people around a shared belief and sense of social responsibility.
Moreover, the film has just been selected by the DOC NYC Film festival for premiere in Nov. 2011. Now Scenic America’s cause will have the powerful platform it needs to inform, enrich and inspire other like minded citizens.