our takeaways from brand Storytelling’s “elevate” event
"Elevate" recap
Since the beginning of the year, we have been working as Program Advisors for Brand Storytelling's exclusive Elevate event, which finally took place over three days in July. The conference is geared toward brand storytelling professionals representing some of the most forward-thinking brands in the business. This year’s Elevate was a great reminder that the future of brand storytelling comes in all different shapes, sizes, and voices. From the metaverse to streamers to TikTok and YouTube Shorts…the stage for brand storytelling has never been so vast.
For several days, brand leaders and their partners exchanged ideas on formats, channels and new platforms. We dove into meaningful conversations on brand purpose, the difference between inclusion and diversity, the ROI of brand-funded films, and what the future of organizational structures to accelerate brand storytelling should look like.
After several years of canceled events, the experience was built with the following goal in mind: to provide the right destination for inspiration, innovation, and meaningful connection with some of the most forward-thinking brands in the world. As Program Advisors, we partnered closely with Brand Storytelling to curate eight workshop topics and themes, bringing together the brightest minds in entertainment, marketing and media, to explore the ways in which we can continue to strengthen best-in-class brand storytelling.
We left the session energized, humbled and just plain excited! So now, we’re sharing our most memorable takeaways with you here.
1. We Still Need More Diversity in Storytelling, Starting with the Folks Around the Table
Jon-Thomas Royston, co-founder of Never Whisper Justice, and Justin Polk, co-founder of Invisible Collective, led an honest and open discussion around DEI relative not only to the brand stories we tell, but also who’s behind the scenes telling those stories.
One of the most poignant discussions was centered on the meaningful difference between diversity and inclusion. Just because a company is diverse, doesn’t mean it’s inclusive. And if we believe that, as a creative community, creativity is our currency, then that currency is fueled by the diverse interests and passions of the people around the table. True success is not only about having diverse representation at the table, but also fostering an environment where everyone knows that those diverse backgrounds and perspectives are valued – and that people can bring their real selves to work every day.
2. Great Storytelling Is Great Storytelling…No Matter Who Funds It
For years, there’s been a common belief that if a brand is behind the funding of a film, it must be lesser than. Today’s filmmakers are smashing those stereotypes at the highest level, crafting brand-funded stories that are not only winning the hearts of audiences, but also critical industry acclaim. Just ask Ben Proudfoot, Oscar-winner and founder of Breakwater Studios, who was on-hand to discuss the craft of brand storytelling along with Academy Award-winning brand, WeTransfer. At the end of the day, a brand film competes with every other great story out there. So, the first rule is it must be a great story.
3. Purpose-Driven Storytelling is More Important Now Than Ever
The pandemic accelerated a shift that was already well underway in brand storytelling: an increasing focus on more purpose-driven, empathetic and human-centered stories. Long gone are the days when a brand can sit by itself in a room and create a brand narrative that it takes out to the world. Now, a brand narrative is created, molded and shaped through its engagement with multiple audiences – employees, customers, and even investors. And as purpose-driven brands proactively and reactively respond to what’s happening in culture and how that impacts their brand values, they must make crucial decisions about when to comment publicly and when to comment only internally to employees.
In Fortune’s recent CEO Daily, Alan Murray shared three key questions a company should ask itself when deciding if it should or should not speak out on controversial public issues:
Is this an issue that is core to our values as a company?
Is it an issue in which we have special standing or expertise?
Is it an issue in which our voice will make a difference?
4. Consider a Reverse-Mentoring Program with Gen Zers
We’re all familiar with joining a new company and being paired with a senior leader as your brand or company mentor. However, as platforms like TikTok and Snapchat continue to expand and the metaverse takes shape, why not consider a reverse-mentoring program? One where Gen Zers are paired with senior leaders to mentor them. This is not only about understanding new media platforms like TikTok, SnapChat or the Metaverse but also about bridging the generational divide so we can understand each other better and leverage those learnings to tap more deeply into cultural and customer insights across generations.
5. Emotional Impact is at the Heart of Great Storytelling
The YouTube Shorts team joined us to talk about what’s at the heart of great storytelling, and Jake Ceja put it perfectly: emotional impact. Emotional impact is the key to connecting with audiences. If your content doesn’t make your audience *feel* something – happy, sad, angry, inspired, shocked, grateful – then it will never break through.
6. Be Thoughtful About Your Use of NFTs
Non-Fungible Tokens, more commonly known as NFTs, are uniquely identifiable digital files. Think of NFTs like you would a digital baseball card collection, except anyone can make, authenticate and sell one. Many brands smartly view NFTs as a gateway to their superfans, giving them unique access or special utility as a result of being an NFT-holder. That said, NFTs aren’t all positive, and there are growing concerns around their environmental impact as a massive source of energy consumption. So if you’re thinking about creating an NFT for your brand, think hard not only about the access or utility you’re providing to the NFT holder but also if, ideologically, it makes sense for your brand.
7. Birds of a Feather
Brands partnering and co-producing content for like-minded audiences is no longer an anomaly, and that’s a really good thing. In this case, 1+1 really does equal 3 as you’re amplifying distribution across two brand platforms. Whether it’s Ford Bronco teaming up with REI for an outdoor-content led campaign, or Crocs partnering with Visit Florida to align vacation and destination-themed product content, these examples are good reminders that scaling quality content remains a challenge for most brands, so seeking savvy partnerships to expand distribution and offset costs is a smart strategy.
8. The Gold Standard of Brand Film Distribution?
The old saying “be careful what you wish for” is particularly true in the brand-funded film world. Having a brand film recognized as an entertainment vehicle is considered the pinnacle of success, and nothing else quite achieves that crowning moment like a Netflix debut.
From a creative perspective, it’s instant validation. But from a marketer’s POV, it’s a dark abyss as Netflix notoriously does not share data or performance metrics. So therein lies the conundrum of the industry. What is viewed as the crowning achievement of distribution success can simultaneously be a marketer’s biggest nightmare. That’s why it’s important for brands to build a thoughtful, well-rounded distribution strategy outside of a walled garden model (like Netflix) in order to measure success and gain feedback.
Brand-Funded Films Showcased at Elevate…Get Your Tissues Out!
The inspiring untold story of UNICEF: from WWII to COVID-19, during some of the world’s most trying moments, one organization has shown that the goodness of humanity can always match the size of the challenge.
A Special Olympics Story: Chris Nikic
More than a Special Olympics Florida athlete and Champion Ambassador, more than the first person with Down syndrome to become an IRONMAN and landing in the Guinness World Records, more than finishing the New York and Boston Marathons, and more than winning ESPY and Laureus Awards, Chris Nikic was a young man with big dreams of owning a house, buying a car, and marrying the love of his life. With hard work and the help of his father Nik, Chris has already accomplished two of those goals. Learn how this once self-described couch potato is going for his dreams, demonstrating true inclusion and slaying naysayers at the same time!
OVERHEARD @ ELEVATE 🎧
“People don’t buy how you do it…they buy why you do it.”
“Just because you have diversity in your company doesn’t mean it’s inclusive.”
“A brand’s objective is to communicate its values - and the best way to show values is through storytelling.”
“When it comes to brand film distribution, be prepared for a marathon, not a sprint.”
“A brand should know its own history in societal themes before jumping too deep into purpose-driven storytelling.”
“Brand storytelling is no longer just a marketing function. It’s a function for every group within the company.”
“Driving a community behind brand purpose is about bridging the gap between promise and performance.”
Our favorite, the Special Olympics Motto, close your eyes and say it out loud:“Let me win. But if I cannot win, let me be brave in the attempt.”
