A story is an emotional contract

By David Weinstock, executive creative director, MSLGroup New York


Photo:  The Clare Herald, LimerickSpecial OlympicsUniversity of Limerick

How does a story serve the needs of its audience?

Echoing throughout the Palais this week is the need to tell authentic stories.  Audiences expect nothing less than transparency from brands and companies.  And they want to engage with stories that have emotional veracity.  Regardless of the platform, medium, or technology, we are in an age of consumers who expect to be entertained with the truth.

People crave a truth that can be uplifting and expand the human potential.  Futurist filmmaker Jason Silva said that as communicators, it is our job to “impregnate people with what is possible.”  All the while, we must do so in a fast twitch always-on culture.

Millennials especially expect brands to make their world better in ways that engage them in a collaborative process.

In that sense, a story is an emotional contract between storyteller and audience.  By making an authentic emotional connection, brands not only feed the needs of people, but also trigger powerful actions that, if properly directed, will benefit both consumer and brand alike.

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