“A place is only as good as the people you know in it. It's the people that make the place.” -Pittacus Lore. The same can be said about context within a story. Without context your story could lose its meaning, fall on deaf ears or be misinterpreted. It's the context that brings a story to life.
Telling a brand story is like telling a love story. It's the most powerful digital marketing tool any organization has, and it’s particularly powerful for purpose-driven brands, where the tangible goal is more than just making a profit.
Every Super Commercial you watch this Sunday came with a price tag of five million dollars. The same amount that GoPro will grant in cash prizes this year to its fandom of content creators in the GoPro Awards. The former represents the behemoth of traditional advertising, and the latter is arguably the future. Super Bowl Ads tell :30 to :60 stories that make an immediate impression and the GoPro Awards start stories that last a lifetime. One is an expense and the other is an investment.
For a long time, it was believed that people make decisions rationally, while the importance of emotions was not recognised . Nowadays, we understand that people tend to make decisions based mostly on their emotions and positive and negative affect.