“If Don’s return to racing was a tribute to determination and perserverance, On’s sponsorship of the three-time Olympian is a lesson in loyalty. Don’s contract with the eight-year-old shoe company was due to expire after the Hawaii Ironman. Instead of walking away, On decided to re-sign him for another three years.
“Our brand has been founded around athletes and optimism and the true athlete spirit,” said David Allemann, one of the company’s three founders. “When (the crash) happened, our team was there with him and was experiencing it first hand. That was kind of a fight or flight moment and we felt that it would be completely contrary to what our spirit was in terms of athleticism and optimism if we walked away. So we decided to fight together with Tim.”
And Don, who has been involved in the sport since his teenage high school years, fought hard. As he worked himself back into shape, Hinton and On were there to capture it all.”
#Content for “#Bonding with your #audience starts with #empathy (…)Through empathy, brands can spark conversation and awareness around topics that resonate with their customers and inspire an emotional connection with them.”
a) characters with emotions you could relate to
b) a gap between what the characters wanted and what they had
c) novelty and surprise along the way that kept you emotionally invested
The link between neuroscience and content: “When oxytocin gets released, we care about those around us in the same way we care about our families. This brain mechanism has been an evolutionary advantage for humans. It helped us survive, work together, and build civilization.”
“Any positive social experience will do it,” he said. Hugs, acts of kindness, etc. One of the most surefire ways to generate empathy is via emotional narrative.
So how do we create narratives that work from this neuroscience perspective?
The key is not to blindly chase attention, as some commercials attempt to do in any way possible. “You want a real story arc, real conflict, real emotion,” Zak said, echoing what storytellers since Aristotle have taught. “The tension has to grow.”
B2B organizations “spend roughly the equivalent of 50 percent of the marketing budget on content, and 83 percent plan to increase that investment.” Yet, despite the increased investment, zero percent of these brands feel they are effectively tracking content ROI. That’s right, zero.
All of this data comes back to purpose. What is your brand trying to accomplish? And if you’re moving the needle, how are you going to ensure that your content success ultimately impacts the bottom line?