Your guide to powerful Live Brand Storytelling

Brittany Lee Waller

We live and breathe stories. Our lives are a mosaic of multilayered narratives, created by and delivered to us. Stories are how we learn, teach, entertain and engage. But, in an era of media disruption, where billions of pieces of multimedia are being created, consumed and shared every day, brands are rightly asking, “How can we cut through the noise?”.

At TEDxSydney, we know that live experiences are a powerful force in the marketing landscape today. Be it witnessed as a member of a live audience or from the comfort of your own home, ‘live’ has the ability to fulfill one of our greatest human needs – our search for connection and belonging.

To discover the ‘secret sauce’ of communicating with audiences in live settings, we talk to Paul Blurton, Chief Creative Officer of INVNT, a global Live Brand Storytelling agency, and an event partner for TEDxSydney 2018.

“Live brand storytelling has an unsurpassed ability to take audiences on an unforgettable journey, one that changes the way they think and feel about a subject, a brand, or a product,” says Paul. “Live narratives have the power to move people from strangers to tribes, from data-points to believers.”

For INVNT, the ability to create meaningful relationships between brands and live audiences is based on the following principles:

  1. Universal Truths

Look beyond the brand or category to find the relatable, human truth that is the soul of your story.

  1. Lean in to your challenges

What or whom are you challenging and why? And what challenges do you need to overcome? Rather than avoid them, make challenges a central part of the conflict in your story.

  1. Structure matters.

Whether it’s a 20-minute product debut, a branded entertainment experience, or a multi-day conference, the only stories that land are those that adhere to the structural rigor of all good storytelling.

  1. Authenticity is the new language

Young people don’t mind being marketed to. They just smell BS a mile away, and run a mile the moment they pick up the scent. Be real.

  1. Experiences empower social currency

By entertaining and informing people, we provide them with the confidence and enthusiasm to share – to publicly declare their affinity with a brand in the modern Town Square.

Paul finishes by explaining that Live Brand Storytelling can be the most potent form of marketing today.

“People gathered together, sharing moments, immersed within three-dimensional, multi-sensory experiences – the media landscape continues to evolve, and as it does, ‘live’ is fast becoming one of the most effective ways of recruiting fans and building communities. That makes it the most exciting space right now for any agency focused on 21st Century brand-building.”

To find more sweet spots in your thinking and inspire your human kindness, register for this year’s TEDxSydney now.

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