In this story, the BRAND plays the leading ROLE
Introducing Oscars for Brands…
Just a few weeks ago, for fun and in hopes of improving my presentation skills, I enrolled in acting classes.
I wanted to talk a bit about my first class. No different from any “first class”, we started with an introduction-round. We all shared our story, explaining what brought us in that room. There was a high-level of openness. With some corporate background, I’ve attended countless meetings and presentations. Comparing the emotions exhibited in class to a business meeting would be like comparing blowing your nose with Kleenex (the extra soft kind) vs. sandpaper. I realized that I’ve been quite unkind to my nose. Sorry, weird analogy, but I felt it created strong imagery (the reason for my apology).
After the intros, we got right into it. We were given a short dialogue. With a partner, we were given a minute to prepare a scenario, then: rehearse the lines, act it out in-front of the camera, with the bright lights shining in our faces, the rest of the class crowded around the TV screen watching our every move, and the teachers providing very direct feedback, challenging us to show more emotions without over-acting.
Five words to describe the scenario? Un.com.fort.a.ble. We naturally resist everything involved in acting! Even with the butterflies in the stomach, it’s crucial to keep important details in mind, such as:
1) Connecting with your co-actors, demonstrating generosity by delivering your lines with full sincerity even if they are in the spotlight, allowing them to work with you to give their best performance
2) Working with the emotions you are feeling at the moment rather than pretending
3) Catch and toss: matching the emotions and tone of your co-actors
4) Avoiding our distracting quirks that we unconsciously do to “hide”, ex. tilting of head, raising eyebrows, forgetting to breath (apparently acting is 90% breathing). Afterall, we all go watch the flicks to see the awkward moments and uncomfortable emotions we are shy to emote in real life
5) The list goes on…
Although this was unfamiliar territory, I was able to find some comfort. As a marketing professional, I got to appreciate that branding and film-making were more alike than I had realized. Both should tell a story. Both should evoke emotions. In the case of acting, we, as “actors”, are the product, we are the brand. Common elements in evoking emotions include: facial expressions, words, environment, gestures, tone of voice, and colours.
Sell your products with the Oscar in mind
Film-making means story-telling, expressing raw feeling, without hiding anything.
Think about your own experiences with adverting as a consumer. Are there any commercials that you would actually watch rather than fast-forwarding through? Do you follow any company’s Facebook fan pages? Do you show preference over brands in the garbage bag aisle at the grocery store.
Odds are these brands are not just companies, but personalities. These personalities show us the value of their products and services through a truthful story. If we can relate to the story and personality, we will be moved in some way and build a connection with this brand. With an established connection, we are more likely to pick their products over competitors when we are overwhelmed with options.
Marketing has come a long way, just over the past few years. Today, as consumers we are given a choice on whether or not we will engage in conversation with brands, we can share stories that move us in seconds, and we can better educate ourselves on products and services within minutes.
BrandsRole is an initiative that I founded with the hopes of helping companies of all sizes share their stories. At BrandsRole we are always eager to seek and share inspiration through the power of story-telling.
-Esha Abrol, Director of Seeking and Sharing Inspiration
BrandsRole © June 2013