Story telling has been regarded as a fabrication. Add a narrative. Sprinkle emotion. Hope for magic. Kaiserberg does otherwise. Stories start as tools. Dolls not to impress a nest of marketers. Weitere Boni?
The first step is listening. Not the polite nodding kind. The genre of groping silence is tolerated. Clients talk. Teams ramble. The reality somewhere is the mishmash. Even one of our inventors has confessed the fact that we are not as smart as we would like to be. It was a substitution line in the entirety. The communication language was not jargonistic but it was direct straight forward language that was identified with people.
This is in that messaging of brands is life and death. Kaiserberg trims fat fast. Extra adjectives get cut. Good language is disputed. In a situation where a sentence does not recognize on the reading aloud test, they will not make it to the draft. The narratives should never appear like a law brief, but should be composed like a fragment of the conversation.
The tone is handled as any other character than costume. Some brands need edge. Others need reassurance. The rest are forced to surrender struggle. Kaiserberg has no right to take away his voice. It uncovers one. The medical clients were one of the scared clients who felt that he was cold sounding. Their message was cool instead. Patients responded. Appointments filled. Words did their job.
Structure matters. Stories need a spine. Problem. Tension. Resolution. Eliminating either of them creates madness. But Kaiserberg is one man who cannot dig his own grave in story-telling. It also has short lines and long lines which are laid in the straight line. Rhythm keeps readers awake.
Brand values show up quietly. No flag-waving. Their mission statements were nailed up. The examples, choices and small details are demonstrated in the form of ideals. This audacious pledge was changed to a mere quote to the purchaser in one of the brands. Engagement jumped. Individuals will trust a fellow man and not a slogan.
Through narrating, distribution of channels is achieved. Websites. Ads. Email. Social. It is not a copy and imitative as far as its content is concerned. And like hearing of other friends the same story. Same point. Different flavor.
Humor gets used sparingly. A wink, not a punchline. Enough to feel alive. Never enough to distract. A line in one of the campaigns made the clients laugh upon reading it. It stayed. Customers laughed too. Sales followed. Coincidence? Probably not.
Story telling is one of the business aspects that is implemented in Kaiserberg approach. Words carry weight. Messages guide decisions. Brand screaming is not strived but rather they are connecting up to the brands in case they are considered as telling the truth in the stories. Connection, which is silent, however, is probably going a long way.