More and more, brands are finding their way to the intersection of brand and entertainment, adopting Hollywood’s tools and techniques that lead to blockbuster story brands. Rightfully so in an attention economy that rewards brands that are both meaningful and interesting.
Human consciousness is crossing a threshold that may be as mighty as the one from the Middle Ages to the Renaissance. People are hungering after experiences that feel true on the inside, after so much hard work mapping the outer spaces of the physical world. They’re gaining courage to ask for what they need, living interconnections, a sense of individual worth and shared opportunities.
Developing an inspirational brand vision can be challenging to achieve because of a common set of obstacles. In many companies, reward systems are set up around product line P&L responsibilities, not around nurturing a higher-level brand vision and company identity.
Businesses require many kinds of writing to address a variety of situations with different audiences. Many people handle different writing specialties, from law to accounting, public relations, sales, advertising, promotions, corporate communications, investor communications, and others, but whose job is it to articulate and craft the brand story, which provides the bridge for consumers to cross into your world?
The Paradox Process is a model for brand development that when applied works for many brands facing complex challenges.
