Explore. Inspire
Article 19 Jun 2020

FROM PRODUCING CONTENT TO BUILDING NARRATIVES

In March 2020, brands across the globe fell silent. When brands did put out messaging, due either to inertia or carelessness, the effect was stilted. It was as if they were unaware of the reality going on around us. The world’s population was suddenly abandoning the streets, locking itself away at home. When this happened, TV advertisements with corporate offers, radio sponsorships quoting corporate slogans and even funny memes on corporate social media accounts all became meaningless. An entire network of content production, and the narrative surrounding it, evaporated almost overnight.

We have much to learn from the COVID-19 pandemic. All brands have learned their own lessons, but it has also confirmed many things we already knew, such as the fact that we are now in a post-digital age. Digitalization has infiltrated the daily lives of all those touched, forcing previously digitally illiterate organizations to incorporate these new elements out of necessity. This applies not only to work and business environments, but also to fields such as education and health, and even to interactions with loved ones.

Exponential technological growth acts as a highly efficient driving force, leaving no brand exempt from new communication and marketing challenges. For a narrative to succeed in this current moment, it must be fluid (but consistent), attractive (but reliable) and, above all, relevant to concrete, positive social impact (be it economic, social or environmental).

How to raise brand relevance on countless communication channels

This article discusses the third of the post-digital communication challenges we discussed when we introduced this series. After looking at the evolution toward brand activism and highlighting the importance of revealing opportunities, we now examine how to build narratives that can help brands raise their relevance in this “new normal.”

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Iván Pino
Partner and Senior Director of Crisis and Risks at LLYC
Journalist with a degree in Information Sciences from the UCM. He holds a Master's Degree in Sustainability and Corporate Responsibility from UNED-UJI and has more than 20 years of experience in Communications and Reputation. He managed communications of the port authorities of Ferrol-San Cibrao and A Coruña. He has advised reputational risk management to companies such as Inditex, Mercadona, Repsol or CaixaBank, among other large companies and institutions. His specialty is focused in communication and digital marketing. Iván is co-author of "Claves del nuevo Marketing. Cómo sacarle partido a la Web 2.0" (2009, Gestión 2000) and editor of the first ebook in Spanish on social media communication: Tu Plan de Comunicación en Internet. Step by Step (2008). Teaching and providing lectures is also a part of his job. He has taught in the Customer Experience Management Executive Program at IE Business School, and in Corporate Communication Masters at Universidad Carlos III, Universidad Complutense de Madrid and Universidad de Cantabria.

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