I am 19 years old. In Texas. I’m sitting in a lecture hall sweating from the walk. Communications 101. The room is crowded, still. The professor is lecturing from a projector (we had those back then). I’m squinting through the dark trying to focus. Not successfully.
But, a nugget stuck just enough to resurface as I was thinking about film. Here is the logic: branding is really just a fancy word for communication. In Communications 101, Media Richness Theory is a pretty big deal. In so many words, it proposes that when you communicate something that can be interpreted in multiple ways, the content matters but the context matters a whole lot too.
“No big surprise. Just about everything can be interpreted in multiple ways.”
Emails get confused. Calls are a bit clearer. But, when something is really important, saying it face-to-face is best. The words might be the same, but there is so much more unsaid. Facial expressions, gestures. Body language. The environment is information-rich. We use this information whether we know it or not.
So, back to branding.
We want to tell the world why you do what you do and why they should do business with you. A logo says something. A block of text says a bit more. The photography – both subject and style – adds even more. Unfortunately, you aren’t going to be able to have a face-to-face conversation with every potential customer or client. But, film comes very close.
“Film is the most information-rich tool we have.”
It uses music, soundscape, still and moving images, voiceover narration and interviews. There is space for both rational and emotional appeals. There is space to show personality and strength of character much more clearly. This is an era of trust-based transactions. Making a brand campaign as dynamic and comprehensive as possible gives you the best chance to communicate clearly, and it gives the consumer the opportunity to feel real conviction in the choices they make.