If the strength of a brand rests on its ability to tell a good story, it shouldn’t be that great a leap for that storyline to intersect with others — right? After all, authors in print, film and even music do it all the time. In the work of one of my favorite authors, E.L. Doctorow, actual historical figures are juxtaposed with the unlikeliest of fictional characters, with compelling results (remember the odd circle of acquaintances given to the legendary architect Stanford White in Ragtime?). At the movies, Dracula has met the Wolfman, and they’ve both had run ins with Abbott and Costello. This past summer, Freddy met Jason, and audiences flocked to the box office (there’s no accounting for taste among teenagers…). And while Beethoven reinvented themes by Bach, the hottest composition technique among today’s musicians isn’t much different, except for new layering capabilities enabled by technology. Thanks to digitized music, Moby channels Bob Dylan’s original tracks, and ultimately creates something entirely new. ▪ But there is a caveat here for marketers that are investing heavily in branded entertainment: The story comes first. It’s what draws and keeps the audience. If commerce leads creative, the readers/viewers/listeners will drift away. For her cover story this issue (“Changing Channels,” p. 26), Senior Editor Betsy Spethmann spoke to several brand managers and agency executives who apparently understand this, but time will tell how this balancing act plays out. ▪ Branding has come a long way from the 1950s, when Lucky Strike tried to sell more product by sending dancing girls across a TV stage decked out as cigarette cartons with shapely legs, or when Dinah Shore warbled patriotic tunes about Chevy sedans on her variety show. Branding has come a long way because consumers have come a long way — they’re more skeptical about everything, from the news they hear to the marketing messages that bombard them every day. They’re more cynical and wary of any attempt to manipulate them. ▪ Yet, as humans have since they first gathered around campfires, we all want to hear and share stories — true or make-believe or a blend of both. And, the best, most compelling stories are the ones that echo our own lives. Brands that can demonstrate that relevance to consumers will be best able to weave themselves into storylines that we care about.
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