There are no roads to bravery. Boldness is the way.

Nowadays, in marketing, bravery is not optional. Rob Lenois, executive creative director of Gray New York, openly exposes it: “Bravery is the price that brands have to pay as the expectation on the part of their consumers grows and attracting attention is increasingly difficult “.

Indeed, it’s worth it to be brave. Revenues of a bold strategy are substantial. In fact, only bravery can lead to the creation of user communities that end up loyalty to the brand. It is not just a matter of knitting good stories, memorable and adapted to the needs of the audience. Stories must contain empty spaces so they end up inviting users to fill them in. The creatives must adequately provide the ellipsis of their stories and mark the way to the audience to complete and enrich them.

In an article published in Think with Google, Rob Lenois uses an expression that I find particularly lucky in this regard:

“The best narrative is born of extremes: the human histories that come from the edges. The creative ends can be anything: a low budget, a difficult talent, a horrible story or a seemingly impossible format limitation. “

Constraints are necessary to make creativity (and bravery) emerge. Some of the best examples of original audiovisual narratives are found on bumper ads, the 6-second porch pieces of YouTube content, which have become the minimum units of audiovisual communication.

Above, we assured that bravery in the brands is not optional, partly because the consumer has become a creative part of the universes of their own brands. The consumer of today is informed and is an active co-creator of content, products and experiences, as evidenced by many and many narrative experiences provided by fans, from Star Wars to PAW Patrol.