MULTICHANNEL CREATIVE
Breakthrough Creative:
Storytelling F
I’ve spent the last 35 years of my life doing one thing— thinking of creative ways for brands to get noticed. This includes crafting campaigns that connect emotionally with people, designing experiences online and offline that delight the customer, and telling brand stories that make people want to be a part of something, not just buy something. And I’ve had the honour of doing it for some of the coolest brands in the world.
Brent Niemuth is joining the roster of expert presenters at the virtual DCA Autumn Conference on 14th October 2021 – you can see the programme as its builds here.
EXPERT ROSTER
inding ways to break though creatively is not an easy task. The
best ideas are usually the riskiest. The most memorable campaigns are often the boldest. The problem is most brands avoid risk. Playing it safe is, well—safer. Most brands think they’re being bold, when in fact, they’re just blending in. But today, just being bold or risky is not enough. Today’s consumer is looking to align themselves with brands they believe in. So how do we make that connection?
Brands that share their story—letting people know what they believe in, where their products are made, what inspired their founders,
By Brent Niemuth, J Schmid, USA
how much quality matters to them—these are the brands that are winning today. And storytelling is their secret.
Telling stories has always been the way people connect with each other since the beginning of time. The Bible is a collection of stories. Movies are stories. Books are stories. Great songs tell a story. Stories are the way human beings communicate. In fact, science has confirmed what we’ve long known to be true: we’re hardwired for stories. A story activates parts in the brain that allows the listener to turn the story in to their own ideas and experience thanks to a process called neural coupling. The brain releases dopamine into the
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