Is everyone having a brand identity crisis?
Or is this the new Entertainment Film Economy.
Brand identity crisis is just a term I use when choosing what companies to follow. Mini break down right before I hit follow and decide if I have room in my brain for more content. Following many brands can leave you lost. Not lost in a sense that your not happy or have no goals. Lost in the vast space that is social media and finding daily standardization. Scrolling and scrolling for stimulation often snapping out of it and getting back to the task at hand.
Keeping a minimalist approach to consumption is a new goal. From my perspective, I have given up on following accounts that don’t bring ultra value. At this point in my life, I want to consume key content over and over again to really absorb the meanings. How much content and lemonade could a person really consume anyway?
After a quick google search this headline is front and center, “US Adults Now Spend 12 Hours 7 Minutes a Day Consuming Media”. Looks like the opportunity for marketers is huge and people won’t pass up great content. With so much money being made in social selling successful companies are making this undeniable shift towards the entertainment film economy. If people in your niche are thirsty then your brands content is the lemonade.
A well to do modern company has a solid identity, product ecosystem, online presence, and original content. The most impressive content seems to have this connectivity and flow. Websites, blogs, and social media are managed into a perfect sandwich and leave us wanting more. Elite brands have been using video for 10 years plus and it’s the new status quo for success.
Personal brands, small companies and corporation’s who follow this trend have benefited greatly. We all follow people who are selling services digitally and watch them travel from country to country hosting large and small functions. They offer free high-value content and with the ease of the internet distribute to large amounts of people. This free product for a prospect can quickly get a business oversubscribed and this leads to high ticket sales.
The Entertainment Film Economy
The Entertainment Film Economy is a wealth-generating system for businesses who use social selling and entertainment based marketing through story and film. With the global creative economy bring in billions to the US brands are using this time they get in front of customers to keep them engaged and sharing with others. The way we consume media has changed from tv ads to direct website searches and notifications on Instagram, Facebook, Youtube, etc. It lives online 24/7, can be created with a one-time payment and used as many times as you wish.
Anheuser-Busch, Mountain Dew, and Starbucks are among the brand giants that are leading the trend toward this Entertainment Film Economy. They are making original content, movies and mini-series — “Grey Goose paid for a six-part documentary that ran on the Sundance Channel and featured pairs of stars like Robert Redford and Paul Newman chatting.” — LOUISE STORY
In The Creative Realm
It’s actually really hard to keep peoples attention. There is so much content out in the word and access to the mobile internet continues to grow. The statistics for entrepreneurs and businesses are stacked against them when only 50% of small businesses fail after five years. I’m suggesting the Entertainment Film Economy will become the status quo for big and small businesses alike who will succeed and move towards becoming a global business. Elite branding, free products, and service ecosystems along with engaging content will conquer. Brands are starting with the 3 essential marketing films that generate wealth as the foundation. Internally these films create mini CEO’s in all of the employees and externally engage and inform the audience. This personal touch and extreme clarity will leave no questions unanswered about a business’s value and position in the world.
The state of successful creativity is about using the power of story to keep people following you, buying and creating individual brand ambassadors.
Personal Identity Crisis and Creativity
Identifying with only a handful of brands creates an uneasiness with my creativity but a relieve with standardization. It becomes easier to follow fewer brands when a niche is saturated. Big companies realize this shift and by keeping customers entertained 24/7 they are keeping them in their social feeds longer. In the “Zero Moment of Truth”-Google, a customer needs 7 touch points 11 interactions and 4 different locations to make the decision to buy. Once a customer is bought into a brand the variety of content keeps them there and sharing experiences.
Having a well-informed brand following will inspire them to share your content with others or even answer questions for you.
Example — Kaleb loves his new coffee mug because it’s spill proof. He shares his new purchase on Facebook and his friend in Germany comments about his skepticism. The brand story that originally drew Kaleb in on his search for spill-proof coffee mugs told the brilliant story of the CEO’s original conception for this product while working as an engineer and spilling his coffee. The story wasn’t even about the mug but rather the incident and moment of conception for this product and the bad day at work. Kaleb comments back explaining the CEO is an engineer and designed the patient.
If they understand you fully and can improve their social status by sharing it becomes a win-win situation. The sale is in the story and the easy solution is the referral.
Evolve creatively and use the power of story to extend your reach. Think about your news feed on social media and the companies that are just running the same messaging, images and video over and over again. It’s boring and not engaging at all. Maybe they are clever and start using user-generated content like Airbnb with success.
Great storytelling works great in the mini-series format. This can open up a whole new life for a brand. The story arch extends as relative for blogging, internal and external discussion, press, social media and explaining the why you do what you do. Having a bigger story for identity can open up a large network of people through these conversations. A spill-proof mug can be the gateway story for a company, therefore, turning them into leaders of workflow innovation.
To sum up my brand identity crisis and the Entertainment Film Economy I needed a way to express how I feel. As a creative person, I like variety but standardization is a part of my daily flow. We can’t follow every brand and brands need to make us follow only them. Only companies using a multitude of entertaining engagement methods will keep us. The mini-series will be the long-term, conversation starter and ultimate network marketing tool. If one episode can reach a viewer and they enjoy it the result will be more exploration in the brand and binge-watching the rest of the content.