Storyscaping: Stop Creating Ads, Start Creating Worlds by Gaston Legorburu & Darren McColl

Author:Gaston Legorburu & Darren McColl [Legorburu, Gaston]
Language: eng
Format: mobi
Publisher: Wiley
Published: 2014-01-13T14:00:00+00:00

The Gift of Function. As we discussed earlier, there are long-term benefits earned from story and experience differentiation. To achieve this, we believe that your brand needs an Organizing Idea, an idea that helps inspire the type of experiences you have through the brand’s Storyscape. How the product or service is positioned represents one of the pillars for the Organizing Idea. The job of the Organizing Idea is to organize experiences that relate to how your product or service is positioned. This ensures relevance and connection to the functional consumer needs that it solves, therefore bringing to life the shared experiences that enable participation in the brand story.

Over the years, many models and approaches have aimed to define positioning: single-minded propositions (SMPs), value statements, the 5 Ws & H approach, brand essence, brand archetype, and so on. Each can provide value and play a part based on your preferences, beliefs, approaches, and needs. In fact, if you are looking to gain funding for a start-up, a value proposition is essential. However, if you are building a world or creating an experience, these won’t help. Here we need to evolve and push forward to the experience dimension that connects to the brand story through an Organizing Idea. We believe this new dimension is more relevant to the positioning for shared experiences and Organizing Ideas. Remember, you define your product or service in terms of its role as the gift, allowing your brand to play the role of mentor and enabling the consumer to connect with the experience and story as the hero.

Step Up Your Walk. Let’s break that down one more layer as it relates to our Storyscaping approach. First, our hero has emotional desires and thus is on a quest for satisfaction of those desires. The brand, through its Purpose (belief and cause), aligns itself, like a good mentor does, to the hero’s desire, thereby emotionally supporting and encouraging the hero’s quest. This creates a sharing of values between hero and mentor. Look alive. This quest isn’t fictional; it’s real. The hero travels a path of behaviors to solve his or her quest. Along that path the mentor helps the hero by providing a magical gift (product or service) that satisfies the hero’s desires and creates a shared journey (experience). The plot of this tale is written directly from the Organizing Idea.

Here’s a fun exercise to bring these concepts closer to home. Complete the following story line using your organization:

On the hero’s journey to satisfy ___________________ [insert consumer need], we, as the mentor, provide a gift of _______________ [insert product / service] that magically _____________ [insert offer, single-minded differentiator, value proposition], thereby creating a journey that ___________________ (describe experience benefit).

Let’s explore a few ways this could look:

On the hero’s journey to become a fit and healthier person, we, as the mentor, provide a gift of the new fuel band wearable activity monitor that magically enables them to monitor and share their daily activity, thereby creating a journey that inspires shared participation in increased physical activity.

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