You can almost hear the cogs turning. Out there right now are hundreds of creative agencies bashing out ideas for brands. Many will boost sales, some might engage people, some will even inspire. But how many will be remembered?
Today ideas are no longer enough. Today you need compelling brand stories. Unfortunately few agencies appreciate the difference between a good brand ‘idea’ and a good brand ‘story’. Good stories get remembered. Good stories tap into people’s emotions. Good stories demand to be told, retold, and passed on. Good stories get embellished, and grow. Good stories stand the test of time. Good stories have a momentum all of their own.
Working with global brands like Coca-Cola we’ve long learned what makes good brand stories. Our agency even has a simple, proven system for uncovering them. It involves generating lots of ideas. But if those ideas don’t make a good story they aren’t worth a light in our view.
When the spark of an idea ignites a brand story it creates something too big to ignore. We tried long and hard to find a highbrow word for it. But in the end we couldn’t think of anything more perfect than the ‘Big Kerbang’. It’s probably because we don’t look at branding as rocket science. The way we work is often childishly simple. And that’s a whole story in itself…