When I think of the word “drama” it is easy to begin thinking about the drama that may be found on reality television shows like Jersey Shore or conversations in a high school hallway. But traditionally drama has been defined as creating an intense, exciting or vivid feeling. Think about dramatic plays, theatre and even movies. Think about the climax.
So why ask if your brand is drama free? I recently read a post covering the topic that said, “if a story doesn’t have drama, it’s not a story at all; it’s just a fragment, an incomplete part.”
I certainly don’t agree with that. It may not be an exciting or memorable story, but that doesn’t mean you don’t have a story. A story may simply be a narrative, a lesson, or the telling of a sequence of events. None of those story types require drama to illustrate a point or a brand promise.
The post goes on to explain that “good drama begs for moments” and that “every good campaign should have a moment when all the storytelling efforts—earned media, social buzz, events, ad placements—come to a head.”
If the drama in your campaign consists of one big moment, or climax, are you missing out on other opportunities to drive a consumer to take action? Consumer habits have changed. And that requires marketers not to think in terms of campaigns and channels but to consider weaving many moments into the media stream. (More on that in a future post)
Essentially we are weaving a story across multiple channels and devices that may not be seen by all consumers. So if your marketing is focused on a single moment, your consumers may only be getting part of the story.
Big ideas are coming to an end. In fact, when developing a digital marketing strategy I may want to focus on many (great) smaller ideas that collaborate to achieve similar results. It is more agile, more efficient, and quicker to market.
Normally I refrain from commenting on opinions or work from competitors, but I thought it was an thought provoking topic. While I disagree with their marketing philosophy, I appreciate it opening a dialogue.