Daniel Young Reveals The Strategy Behind Storytelling
Strategy encompasses a whole heap of aspects within the industry. From creative to social to activation, every single thing seen has a well thought-out strategy behind it.
Each strategy pushes to understand an audience better than the audience knows themselves. They pick out the latest trends, and go beyond fads.
They provide an inherent understanding of what is possible, and what isn’t.
Daniel Young, managing director, consumer PR & influence (and chief digital officer) at Ogilvy PR Australia, knows the relationship between creative and strategy better than most.
With more than 15 years of experience as a strategist and 20 plus years of working in communication consulting, Daniel finds an inherent joy in understanding a brand's audience.
LBB’s Casey Martin spoke to Daniel on how consumer behaviour influences the everyday market.
LBB> How do storytelling and strategy go hand in hand when building a brand/business?
Dan> Strategy is a process that should determine how a brand or business is going to win. It requires leaders to make decisions that will guide operations and hopefully achieve long term success. An effective strategy motivates internal audiences and customers to take the actions that lead to the growth of a business or brand.
Storytelling sees brands translate their strategy, which encompasses values, mission, purpose, value proposition etc. into something meaningful for their audiences and stakeholders. The best brand storytelling drives engagement, affinity and purchasing, which are essential elements for any business or brand seeking growth.
LBB> When it comes to consumer behaviour, what is a secret about that sector that not many people may know?
Dan> Churn is a huge challenge for the entertainment industry particularly when it comes to streaming platforms. The options available to audiences are effectively infinite, and this paradox of choice feeds churn behaviours with consumers moving between platforms and streaming providers and between content options rapidly if their expectations are not met.
Social proof, i.e. word of mouth, recommendations can help reduce churn as can brand-led activity that builds loyalty for a streaming provider with its audience. Communications has a really important role to play in helping to build and amplify social proof, and strengthen brand identities for the platforms themselves. Minimising churn is crucial as audiences that switch away from your platform or your content are ultimately most likely to un-subscribe.
LBB> How can brands use their knowledge of influence in order to maintain a strong identity?
Dan> Brands can wield significant influence in culture. Brands like Dove, Nike and Patagonia have shown what can be achieved when a business takes a stand on an issue in a purposeful and authentic way. This type of brand activism can build favourability among like minded audiences. It can provide a way for audiences to identify with a brand that they feel reflects their own values and priorities. Building a strong brand identity in culture enables a brand to stand apart from its competitors, and provides a means of influencing customer behaviour and ultimately culture.
LBB> What do you believe makes Ogilvy unique compared to others within the market?
Dan> What truly sets Ogilvy PR apart is our forward-thinking approach and commitment to staying ahead of market trends. The newly created position of head of gaming & entertainment exemplifies this commitment by addressing the growing opportunities within the gaming and entertainment sectors. By anticipating our clients' needs in these rapidly evolving fields we can provide specialised expertise and insights.
Our recent insights, such as the Future of Social 2024, Believability Index 2024, and Futures 7 reports, also showcases our dedication to understanding and shaping the future business landscape. This proactive approach ensures our clients are equipped with the best strategies to capitalise on emerging trends, informing the most impactful earned creativity outputs.
As one of Australia's largest and most awarded agencies, we are known for our exceptional depth of talent across strategy, creative, digital, PR, social, and influencer marketing. Our offerings span Consumer & Influence, Corporate & Business, and Health, and uniquely positions us in the market to be able to deliver fully integrated work that connects all aspects of an organisation’s communication needs.
