Let’s take a look at his answer, because in marketing,Â if your brand isn’t telling the rightÂ story, how can you possibly expect the rightÂ audience?
â€œAnyone can tell a story. A childâ€™s essay. A minstrel to the king. A brand to a customer. George Lucas. Katie Couric. Taylor Swift.
Whether or not that story is effective? You won’t know until you define your measuring stick.
Sing our national anthem.
Oh, say, can you see that FrancisÂ should consider his two-minute ballad about the Defense of Fort McHenry a storied success?
Disney has produced over 300 films and draws 16.2 million guests annually to Disneylandâ€”only one of its five worldwide resorts. Undeniable commercially-effective storytelling.
If a picture is worth a thousand words, the nine Biblical vignettes frescoed on the Sistine Chapel ceiling are worth 5 million neck-straining visitors per year. That’s about 13,700 visitors a day. Five hundred years later, Michelangelo would probably consider that effective. Especially because he thought of himself as a sculptor.
Define success and see if your story measures up.
What will it be for you?
Money? Blog hits? Sequels? Pulitzers? Or my personal favorite, whether a child will want to hear it again tonight.â€