Stories are the world's oldest form of communication. They've stood the test of time from the Bible to Twitter. Each of us communicates using stories and brands tell their own stories; not just through messages, but also in the way they use media.
For that reason, Mindshare developed a philosophy called Storytelling. It's a philosophy that helps our clients, our partner agencies, and ourselves, focus on the optimal media behaviour to achieve a brand's specific communication objectives.
Our Storytelling philosophy simplifies and unites brand communication in the face of infinite media choice and countless internal and external stakeholders. Our clients find this invaluable as it unifies everyone involved to develop an ideal and consistent set of communication behaviours.
Our analysis of Superbrand case studies, IPA winners and Mindshare's own work reveals that every brand belongs in one of just six story-types. Each type has its own rules of behaviour in paid, owned and earned media.