Archive for the ‘emotion’ Category

When it comes to sharing the stories of your customers, selecting and documenting an emotionally resonant story helps ensure your content will be shared as much as you had hoped–earned media being the lifeblood of this emerging genre. The amount of brand-created documentary content has grown by reels and bounds this year and some of the most compelling and successful examples of this type of work have been created for Expedia. They’ve unearthed and cinematically documented the stories of Expedia travelers, who are traveling with a purpose. In the two documentaries below, the filmmakers explore why two very unique individuals are travelling across the country and are on a mission to find something – Find your understanding. Find your strength. These brand mantras are given deep meaning as we follow the stories to the heart of what makes travel meaningful.

As you finish watching these films, ask your self “What types of journeys are my customers taking (not just literal journeys, but internal journeys) and how am I helping them to achieve those goals?” This is where any great brand story begins and ends – with helping your customers along on their own hero’s journey.

Find Your Strength

Find Your Understanding

Advertisements

“As long as people still have aspirations and goals and dreams, they will always crave Mystery. Whoever heard of anyone craving…statistics? Mystery lies in stories, metaphors, and iconic characters that give a relationship its texture. Mystery is a key part of creating Loyalty Beyond Reason.”

– Kevin Roberts