Storytelling: Brand journalism
Graham PhillipsJWT
Planners must influence the conversation through brand stories that are honest, transparent and built around unexpected truths; journalism not advertising.
“You have two choices. You can continue to lock yourself behind facile corporate words and happy-talk brochures. Or you can join the conversation.” This is an extract from the Cluetrain Manifesto: The End of Business as Usual.I describe my own personal brand of planning as ‘storytelling built around unexpected truths’. It has been my belief that the best advertising campaigns expose basic, yet hidden, enduring truths that yield lasting brand/product relevance. However,...