On Friday, I took my niece and oldest two nephews to see Turbo. Unless you have some relationship to kids who are dying to go see it and you feel that you have to be the one to take them to see it, I'd suggest you skip it. While the animation was well done and they hired some big names for the voice talent, the story is weak.
I bring this up because story is something I've talked about before in various forms due to it being so critical to building a great brand. As Robert McKee says in Story, "A culture cannot evolve without honest, powerful storytelling. When society repeatedly experiences glossy, hollowed-out, pseudo-stories, it degenerates."
The same can be said for a brand—a brand cannot evolve without honest, powerful storytelling. When a brand repeatedly tells glossy, hollowed-out, pseudo-stories, it degenerates. People have no interest in listening to these kinds of stories. No matter what the purpose of the story is or who is telling it. Especially when they exist solely to sell a product or service.
As marketers, on both the client and agency sides, everything we create for the brands we work on tells a story. Regardless of which party we work for, we have a choice in this creation process. We can make honest, powerful stories; or, we can make glossy, hollowed-out, pseudo-stories. The choice is ours.
As you begin your week on Monday, take some time to reflect on what kind of story is being told by whatever you're working on right now. Is it one worth paying attention to? Is it one worth telling others? If not, go back and re-work it until it is. The world has plenty of stories being created that aren't worth telling. Let's do our part not to add to that pile.