Content For The King
“He was feeling buoyant, flexible. He wanted to go jogging. He stood. He couldn't go jogging. He called room service and ordered a basket of pastries.
There’s a knock on the door…..”
Often, we appeal to our clients based on price, then throw in a bit of value, maybe even our values, which are important, and held close to the hearts of our team.
When really, what we are all hoping for, as consumers, is just a bit of narrative: a story we can relate to, a one-degree rise in temperature on the way to emotion. Sorry, I'm a bit upset. But the best advertising has good narrative content, always has. Have you seen the ad for Aldi ham?
So the big issue, the enormous responsibility you have, as a business with a brand, is to keep the narrative fresh and inject your story with numerous plot twists, every now and then kill off the main character and leave your viewers on the edge of a cliff.
Flow by Mihaly Csikszentmihalyi reveals that what makes an experience genuinely satisfying is a state of consciousness called flow. Don’t worry too much about the continual reference to happiness. The book was written in 1990. And Flow has been referenced and armed up most recently in the citizen parades in Hong Kong.