The accelerating nature of technology and media convergence will have a resultant entropic effect relating to the perception of “brand” within and outside an organization. This premise will underpin several forthcoming blog posts. This blog post will discuss how this entropic effect affects brand storytelling.
For easily a decade 1000Watt Consulting and Matthew Ferrara & Company have been challenging real estate organizations to define and embrace their unique stories. From executive tier discussions centering on core values and culture, previous and present technology choices, to operational issues, they have helped elevate their clients and the real estate industry at large in immeasurable ways. A decade of listening to these auteurs—accompanied at times with the privilege of sharing a dais here and there with them—has been particularly instructive around the concept of “brand.”
However, it was not until recently listening to Marc Davison (of 1000Watt) and Matthew Ferrara on two separate occasions that I fully realized some of the foundational constructs underlying a “brand,” particularly its “story.” Both occassions (at the Wothshop 5 and Leading Real Estate Companies of the World conferences) focused on the core elements of storytelling and brand narratives. In particular, Davison elucidated the power of the backstory of a brand in his unveiling of the new Harry Norman Realtors web and mobile presence (soon to launch publicly). What I took away from his presentation is that the backstory of a brand functions as an anchoring element and values-driven catalyst to all facets of a brand’s expression—internally (privately) and externally (publicly). It’s the backstory of a brand that is one of the most critical components of ensuring brand consistency across the new media convergent universe.
Media convergence theory posits that:
[C]hanges in communications and information technologies reshape and change everyday life, altering patterns of creation, consumption, learning, and interpersonal interaction. New technology redefines media content and alters human interaction with social institutions such as government, education, and commerce. citation
Implicit within this definition is the concept of entropy. And as the impacts of media convergence continue to manifest (e.g., more time spent on media and devices than there is in a 24-hour day ) the potential for attenuated, particlized, and repulsive effects on brand messaging increases. Without some tethering or unifying aether, brand continuity will decrease, brand consistency will atrophy, and consumer trust of your brand will wither.
So what is this unifying aether? The backstory of your brand.
A useful definition of backstory is:
[A] history or background created for a fictional character in a motion picture or television program…similar background information about a real person or thing that promotes fuller understanding of it. citation
The latter half of this definition is the salient element for branding considerations. This element was poignantly made clear by Davison as he discussed the brand-level archetypes and triptych-like features of the new Harry Norman branding with the audience at the 2016 Leading Real Estate Companies of the World conference. While touring a branch office, he noticed a portrait of Emmaline Norman, who founded the company in 1939. Inspired, Davison began digging into the historical record and story of the company, unearthing several core values and cultural facets (artifacts?) that implicitly grounded the company from its inception. From these facets, 1000Watt created linguistic and visual narratives that described and framed the company in a new light. This revitalized linguistic and visual symmetry, interacting holistically, created the backstory for a new expression of the Harry Norman brand.
So how does this backstory ameliorate the potential negative or complicating impacts of media convergence? In its purest, elemental nature this backstory is device, medium, and platform agnostic. And this is the crux of the argument. In this elemental form, the backstory remains unaltered and unaffected by accelerating changes in media and technology. The brand backstory operates as a sustainable catalyst for consistency and continuity around your brand.
Photo credit: Very Quiet