Every single day new things are coming, that will change our daily interaction with technology. Let’s only name 5G, blockchain or AI and we’ll all get the idea. That is the reason why marketers need to understand technology deeply, in order to provide better experiences.
But do we know how to achieve engagement with our nowadays customers? We are talking about people whose phones are always on, whose payments are made mobile, with about 50 billions of connected devices by the end of 2020 (source: CISCO). Are we prepared to take advantage of this scenario? When ads are considered an annoyance and curated stories escalate, we need to simplify the life of consumers and find out competitive advantages through storytelling.
Now the question is: How can a brand still break through by creating stories?
Two ideas for breaking through with tech and better experiences
A) Creating a SONIC Identity.
- “Voice and sound” is where the world is going. So we suggest marketers working on a SONIC IDENTITY. The melody has to be neutral (not distracting) and short: it has to last 30 seconds at max. We are talking about a hummable, versatile (understood around the world and applied to all music genres, fitting different environments, from opera houses to raves) and related to a positive emotion sound.
- Neuroscience + technology: some brands, like Mastercard, are already working with musicians, musicologists and neuroscientists, to find the melody that suits all these requirements. Searching for the perfect melody that will achieve an effect, a positive impact on consumers.
- Who would be influencers for this sonic strategy? Brand ambassadors + musicians + user-generated sound (people playing with the melody and creating their own versions)
B) Empowering our stories with AI.
- We can analyze the narrative structures that authors use with a cognitive approach. That means, trying to understand what stories drive what kind of behavior.
AI is no replacing creativity, what we now have is a hybrid between creativity and AI, that helps us better perceiving, representing & planning, learning & optimizing and moving & interacting.
Here are some examples of platforms that work with AI for storytelling:
Don’t leave behind creativity
Using AI doesn’t imply we are leaving behind creativity. AI just empowers our creative human condition. There’s no use of AI when it compromises artistic integrity or if there’s no cognitive view of storytelling. So how can we make sure we are doing it the right way?
- Don’t pay attention to insights derived from biased, unstructured or incomplete data sets.
- Listen and focus on real problems and insights.
- Don’t tell creatives what to do, just empower them with the right tools.
- Think cognitively.
- Involve creatives in the whole storytelling process, no matter which tool you choose to use.
Have you had any experiences using AI for storytelling? Have you created a sonic identity for a brand? Collaborations welcome!