- Tony Quin
Everyone knows that digital channels and devices have changed how consumers connect to brands. So today we are focused on enabling the consumer’s journey rather than just talking at them, as in days past. But it’s a trap to believe that people are enamored with process and mechanics. Even with the never-ending stream of technologically driven consumer empowerment, the dynamics of connecting to human beings are the same as they were a million years ago. Stories that speak to our archetypal drives are the most powerful buttons we can press. Stories that touch on family, love, loss, death and safety cut across culture and geography. They can be expressed in many ways, and offer endless opportunity for creativity and originality, but in the end the archetypal story is what resonates. Our challenge is to integrate today’s growing number of consumer touch points into, not only a connected process, but into an archetypal story. It’s easy to think in terms of content, functionality, usability etc. but the need for a resonant story is as important as ever. The difference is that the narrative now happens over many connections and many channels. So keeping the essence of an archetypal brand story at the center as we create and connect tactics is the new challenge for brand’s and their agencies.