Storyscaping: Stop Creating Ads, Start Creating Worlds

by Gaston Legorburu

is and what the Organizing Idea is all about. A good perspective comes from also asking yourself, Is the expected emotional connection in line with the brand cause, belief or Purpose? – Brands are more than messages; a brand is a personification of a company. This personification should make you more likeable, memorable, and desirable for consumers. Similarly, an Organizing Idea should be in sync with and even a proponent of the brand’s tone and style. You can easily and quickly ask yourself, Does it sound like the brand would say this? – Remember, the goal is to inspire immersive experiences. When you think about your Organizing Idea, do you instantly feel like you can create an experience that will deliver the behavior? – Finally, Storyscaping is about building a world of immersive experiences and participation. An Organizing Idea is a core platform of experience, and as such, it needs to seek participation, either overtly or through likely behaviors. It’s a hard ask, but it’s one worth considering: Does the Organizing Idea have the potential to inspire experiences where people will involve the brand in their stories?