To connect emotionally, there is nothing better than a great story masterfully told, as HBO does with its films and programming, to the point of being able to exalt in its commercials that it is not television but stories.

In this week’s first non-Saatchi example, the work done by the 2008 Cannes agency, BBDO New York, is extraordinarily appropriate to underscore the importance of storytelling in connecting brands and people.

The examples in this campaign prove it and reiterate it forcefully. Let’s look at one more.

To drive a brand to inspire loyalty beyond reason, we are clear that we must seek the highest standards of storytelling,
we are clear that we must seek the highest levels of love and respect.
respect. Likewise, it is important to reiterate that Lovemarks is a direction rather than a destination, and therefore, a fabulous directional that inspires and aligns better than any other. Let’s look at one more example of these great HBO stories.

People are full of information, almost as much as companies, their marketing managers and brand managers. However, today more than ever, she doesn’t want more data, she wants us to tell her the story. The buyer-in-chief relates by similarity and rather than to the hard sell, she responds better to the trust sell.

Let’s move from specs and features to storytelling. As a client, there is nothing better than receiving ideas to emotionally link a brand with its people through well-told stories, with the best possible production levels, in full respect of the intelligence of the consumer we want to turn into a buyer.

If you have a brand under your responsibility, or from the agency you guide the direction of one with your ideas, contributions and proposals, you will always serve their interests better if you go the emotional way, adding emotional links and achieving it better with well-told stories.

It makes sense.