The Story of the Brand and How Digital Media Has Changed the Way Brands Tell Stories Essay Example

(p. 36).

More recently, McLellan (2008) commented that digital storytelling leverages an expanded and more participatory sense of audience, because it can connect learners in disparate places and situations. This expansion of audience changes accountability structures, motivation, and the types of meanings that can be made and gotten from digital stories. McLellan (1999) characterized digital stories as “experiences that are participatory and immersive” that support thinking and remembering through narrative structure and supporting empathy and “bootstrapping” through experiential features (p. 36). More recently, McLellan (2008) commented that digital storytelling leverages an expanded and more participatory sense of audience, because it can connect learners in disparate places and situations. This expansion of audience changes accountability structures, motivation, and the types of meanings that can be made and gotten from digital stories.

McLellan (1999) characterized digital stories as “experiences that are participatory and immersive” that support thinking and remembering through narrative structure and supporting empathy and “bootstrapping” through experiential features (p. 36). More recently, McLellan (2008) commented that digital storytelling leverages an expanded and more participatory sense of audience, because it can connect learners in disparate places and situations. This expansion of audience changes accountability structures, motivation, and the types of meanings that can be made and gotten from digital stories Storytelling has the ability of provoking intense feeling and painful feeling to both children and adults.

Most fields of expertise have it. As such, storytelling has the power of shifting past, and of uncovering it. Both faith, through book and teachings, and study, through discoveries, theories and principle, have stories to communicate these findings to us. As a matter of fact, the way we make meaning of this reality

and the memories we get from it are the consequence of internally attributed storytelling. (Eder, Donna, September 2007). Innovative technologies have unlocked new dimensions of storytelling that brands are adopting to take current facets of participation and interactivity.

In particular, brands have the power of AR as a means to develop deeper consumer relationships and take transformation. Brand storytelling isn’t the original idea, as Susan Gunelius published back in 2013.“Brands of all sizes understand that necessity to hold their clients and expectations via the age-old method of storytelling. These chances to tell tales as part of primary and indirect brand marketing initiatives have turn into the important priority.'(Olenski, S., Nov. 2015) Since 2007 John Lewis has become known for creating memorable Christmas TV advertisements, which have earned massive influence on social media. (bold , Ben, 6 Nov 2015) (Regev, Dana, 8 Nov 2015) Some of these are 'The Bear and the Hare' (2013), 'Monty the Christmas Penguin'(2014) and this year we had the story of the baby dragon 'Excitable Edgar' and his friend Ava.

The ad is sound tracked by the REO Speed wagon 80s power ballad 'Can’t Fight this Feeling', performed by Bastille singer Dan Smith. These advertisements, which typically rely on emotional knowledge have become something of the annual practice in the UK (Wallop, Harry, 6 Nov 2014) And the music employed in these campaigns has hit the heart strings of people as well as top positions in the U.K. Singles Chart. (Welsh , Daniel, 6 Nov 2014) Christmas has become the most popular time for retailers to sell brands, and this is reflected in Christmas television ads.

Edgar and his friend Ava are the

stars of the 2019 John Lewis Christmas advert – a possible future favourite of viewers (Picture: John Lewis)

Through this effort, the organization produces an image and an emotional connection to the people and shoppers.

Most people will agree that, John Lewis is one of the most talked-about and loved advertisement, in the United Kingdom. But it’s easy to overlook how late this wasn’t the fact and how fast the turnaround at the brand’s communications strength has been. Their short movie tells the story of how vivid emotional advertising, especially on television, took fame and income, and simultaneously, propelled their brand into the country’s hearts. Personally, I didn't love the 2019 Christmas ad it was ok but I will always stray back to the 2013 one of 'The bear and the Hare' due to the fact that it reminds me of the well-remembered cartoon which kids of the early 1990's will remember was on tv every day called 'The Animals of Farthing Wood' and was based on the series of books written by English author Colin Dann.(Leapman, Michael, 12 December 1992).

The Animals of Farthing Wood, popular children’s tv show by Colin Dann from 1992 to 1995.

The badger takes a large part in Colin Dann's The Animals of Farthing forest program as second in control to Fox.

This badger is also the home sign for Hufflepuff at the Harry Potter novel series. This Red wall program also has the Badger Lords, who govern the dead mountain fortress of Salamandastron and are famous as ferocious warriors. The children's TV program Bodger ; badger was common on CBBC during the 1990s and was put in the mishaps of

the mashed potato-loving badger and his being friend. (BBC .) It had a different story every day and as children we love animals, wild or family type. It was a popular topic to talk about when we were at school as children to the point that if you missed an episode, you couldn’t wait to get into school the next day to find out what happened as it was a huge thing as children.

What is Effective Branding.

Effective branding is one of the foundations of any possible marketing strategy, and if you take the interest in developing the job, it is one of the most significant components of your business plan. Powerful branding creates an enduring knowledge in the minds of the customers and differentiates you from the your competitors. Branding embraces everything that forms the knowledge of the company or product in the minds of customers. Names, trademarks, brand signs, business roles and trademarks are usually associated with brand, but these are only part of the image. Branding also addresses almost every aspect of the consumer’s experience with the company or product: Visual design, quality, distinctiveness, purchase content, customer service, and so on. Branding involves the wide knowledge of customers and how they know the organization or product.

Nike and Adidas represent two of the most common sports equipment corporations in this globe. Both of their quality has become so large that they are virtually in most family homes. They pretty often have the one goal: People who enjoy sports. Nike is really easily known to today's people because of their myriad fame sponsorships, but Certainly, their notoriety does not stop there. Their main target

markets are those people into basketball, Football and any other sport kind. Their productions were primarily concentrated on these efforts.

Their industry used to remain only just national (the United States ), but eventually, they have extended internationally. Nike have become one of the most powerful affective brand in the marketing world nowadays. Their commitment are so high, all thanks to the brand scheme and their amazing use of affective branding. Nowadays, we see Nike selling strategy and how they use this centuries-old archetype of courage to say their story. Nike promote their products with a focus on not only in performance but also on innovation. They just don’t sell shoes but, also focus on the people who buy them.

Before Nike released their new commercial to celebrate their 30th Anniversary ' Just Do It' in 2018 featuring Colin Kaepernick, he was the topic of conversation two year prior. He shock the national controversy just by taking a knee during the National Anthem before his game of the National Football Leagues of the 2016 season.(‘NFL protest player Colin Kaepernick chosen by Nike as face of new campaign’ 2020). His reasons for this was, to draw attention to the Police killings of black men and other issues in which he felt were not being dealt with in the right manner, but also to put Donald Trump in the spotlight for his lack of no concern. Two years later, in late August early September, Nike were hot in the headlines due to their support in their new Advertising campaign featuring, Colin Kaepernick.

The black and white advertisement ad, as well as the poster featured a close-up of Colin Kaepernick, along

with the Nike Logo 'Just Do It' slogan, followed with the quote ' Believe in something. Even if it means sacrificing everything' caused huge uproars. The people who bought Nike brands lost their ever-loving minds, as well as posting videos on social media of them cutting up their Nike products, cutting off the Nike swoosh off their clothing, and also setting firing to their Nike equipment. People even went as far as pledging to boycott the brand, all because the company decided to stand behind Colin Kaepernick.

Image of the 2018, Advert for Nike featuring Colin Kaepernick which cause controversy

Another teammate of Colin's and veteran—former, Nate Boyer—saw all of it go down(‘Nate Boyer - NFL.com’ 2020) and later decided to wrote him an open letter, sharing his thoughts on it, saying 'I'm not judging you for standing up for what you believe in. It's your inalienable right. What you did takes a lot of courage, and I'd be lying if I said I knew what it was like to walk around in your shoes. I've never had to deal with prejudice because of the colour of my skin, and for me to say I can relate to what you've gone through is as ignorant as someone who's never been in a combat zone telling me they understand what it's like to go to war....' This was a bold move by Nike, but in the end people eventually became to understand their reasons for standing behind Colin Kaepernick and what he was doing and why. Nike has always been known for being a company that stands up to injustice and discrimination. Nike stood up for what

they understood Colin was trying to point out to the world.

For Nike, it’s not just about selling shoes and making money off them, it’s also about the people who have stood behind them and how they as a respected company can help support the issues of human rights and discrimination occurring out in the world today. Nike has always had a strong brand image and an incredible reputation with its customers.

What is Digital Media

Digital storytelling, started as a movement to promote democratic media productions aimed at personal expressions in late 1980s.(Anderson and Chua 2010) It is mainly any media that is encoded in the device readable information. A primary component on the internet, thus resulting in people anywhere broadcasting to other people everywhere (Meadows, 2003). Digital media is often contrasted with photo media and different conventional media.

The primary point of the designers of digital knowledge is that it should be small and ready to be consumed. For the past 2 years, digital media has been the running across all social media structures, the primary point of which has existed on 'Content' . The main reason why digital media is becoming such a big part of our lives today is because it allows us to communicate with people from all over the world. The internet has become a huge tool for communication between people from all over. Digital media is the strongest tool used by companies to promote their products or services, and it's also the most powerful tool in marketing and advertising. As stated in the book Digital Advertising (Andrew McStay 2016), 'By the early 1990-2000s, the range of media contents available had

expanded exponentially and interactive media had become the norm.

Today, of course we do not just respond, but we ourselves are the media content producers'. That’s so true. We today have more information than ever before, and we have access to almost everything at our fingertips. Andrew goes on to explain that it’s not just the fact that we as people blog, share our own homemade talents online or just by having millions of followers on any social media account, he states ' but that most people today post updates, reviews, tweets, likes, forwards, repost, share images or just search. This means that we collectively engage and participate in creating our own media experiences.' That’s a very strong but true statement.

In today’s world, we don’t even need to leave our sofa to buy something. We can simply and swiftly can do it with our tv remotes or our smart phones and other devices...

The arrival of digital media and how it has changed the ways brand tells stories

Even as significant as the difference in what people need from the brand is the difference in how they interact with brands. You think, thanks to digital, people nowadays have been permanently reprogrammed and they are pursuing with various kinds of media and engineering like never before. Their experience is being divided across all kinds of media communications and their beliefs about products are no longer formed by exactly what marketers tells them. This new digital era has changed the ways in which brands interact with clients everywhere.

Social media, particularly, has altered how brands speak to their clients. Initially, digital communications were seen mainly as a means to

deliver ads by brands. Yet, additionally to digital advertisement, social media communications offer brands with new ways to sell their products and services to their clients. Between participation, delivery, and assistance, the brand will use social media to reach the customers in more ways than ever before.

For these reasons, customer attention is the current selling.