Storybranding 3.0?

Since we began reading Storybranding 2.0, we have learned the importance of following each step of the storybranding process. To refresh your (and my) memory, these are the six C's/steps that occur during the storybranding process: 1. Collect the Backstory,  2. Characterize the Brand, 3. Characterize the Prospect,  4. Connect the Characters, 5. Confront the Obstacles, and 6. Complete the Storybrief. 

Although these steps were discussed a few weeks ago in class, we continue to discuss the "collect the backstory" step. Now that we have completed our own videos for Oreo, the backstory is something I realize to be very important. The backstory is like the backbone of your story. It's where all the initial information and thoughts come from, shaping the plot and main story points. According to Jim Signorelli, the backstory "identifies the reason for the story being written in the first place, as it defines the problems and opportunities for the main characters of our story: the brand hero and its beneficiary, the prospect". I never realized how much I agree with this quote until I went back and re-read the Backstory chapter in our Storytelling 2.0 book. 

The backstory is giving purpose to the story- it helps explain why it even exists. I like how Signorelli referred to the brand as the "hero", because it shows the importance of consumer needs. Consumer needs begin the Consumer Decision Making Journey. When a consumer realizes there is a problem and that they have a need for something, they begin to search for information and evaluate their options. This is where the brand becomes the "hero". For instance, you're searching for a detergent that smells fresh for a long period of time after you wash your clothes. When you learn that Tide can solve that problem for you with their guaranteed "24 hours of freshness", they become your hero and solve the problems you had. 

When we have been working on our Oreo Story videos in our teams, I feel like I have gained a better understanding of the overall storybranding process as well. It was interesting to characterize Oreo as a brand and figure out a way to reach and engage consumers through various peripheral cues and techniques. This project has given me a strong understanding of Oreo as a brand, and how they target different groups of consumers. Collecting the backstory starts this process, and can help mold your story into something your consumers will be able to connect with.

I also think that Collecting the Backstory, as well as the other C's of the Storybranding process, play a large role in evoking an emotional connection in consumers. My group's main goal was to get viewers of our video to feel nostalgic as a result of seeing the main character's flashback. We also wanted viewers to think back to their own childhood memories of eating Oreos. Overall, learning about the Storybranding process has been a very important part of this course, and that shows as we are applying the theory and information we learned in the classroom into our group videos and consulting projects!