Just as I put the final touches on my "Marketing Through Storytelling" webinar for MarketingProfs (tomorrow, Thursday, noon eastern time), I read Steve Miller's story in Brandweek on the how some 30-second ads are evolving into several minute videos. He points to two examples I will be using Thursday, as well - the Home Depot and the Hitachi "True Stories" efforts.


Miller writes that companies like these:

"...are producing brief Internet-based documentaries in order to present their products and capabilities, tinged with humanity."

And, subtlety - not brand logos in neon lights floating throughout - is key, as Miller also points out.
While these videos, and others like them, are certainly marketing-driven, and consumers are likely pretty aware of that, there actually is something more in them - and that is the context and emotion surrounding the straight facts of the brands. If you boil any of the Home Depot or Hitachi videos down to their essence, you could easily come up with an eight bullet point list of the brand qualities or messages the company intends to present. (yawn) However, it is a lot more interesting and engaging for the consumer to see, hear and feel all the above, beyond and around context of each interviewee's story. There is more substance and more with which to identify.
The videos are small slices of life that reflect, rather than state directly, how that brand has influenced the community or person's life. Perhaps fewer people will actually follow the links to watch these videos than would view a more traditional ad. However, these video stories have the potential to be a lot more effective with that smaller group of people - who then go on to spread the word.
In a world of plenty, story has the power to differentiate a brand from its closest competitors and to resonate in a much broader variety of ways. Whether or not the story viewer/listener rushes right out to buy that brand immediately is not the point. Making a connection with the consumer before they next make a decision that might involve your brand is.
P.S. The Brandweek article closes with a critique of the examples mentioned as typical, self-serving corporate videos that have been well-produced. I'd love to hear your thoughts, and/or, please join the webinar and see if the storytelling perspective outweighs any possible negatives for you.