By Thomas Morton, Pound & Grain
Marketers are particularly susceptible to the charms of new technology. We love keeping an eye on what's next, searching for a competitive edge that gives us a little more shine in the eyes of the C-suite. There’s a thrill in adopting a tool that promises to prove our value, optimize processes, or elevate brand narratives.
But in our relentless pursuit of these goals, we sometimes get caught up in the hype—or worse, the FOMO—around the next big thing. And this doesn’t just distract us, it can also confuse our customers, leading us away from what we’re supposed to be doing: telling great stories. These days, it’s hard to even pick which trend is the right one, given the multitude of options and shiny new toys constantly thrown our way.
Remember when NFTs were the thing every brand just had to jump on? At the time, it seemed like groundbreaking technology that we couldn’t afford to ignore. We were urged to find ways for NFTs to fit into our brands, even when they didn’t naturally align. Sure, many brands got a short burst of exposure, but did their audiences actually care? Did they really need these digital collectibles? The truth is, many brands skipped the crucial step of asking whether NFTs served a purpose within a wider strategy. Take Pepsi’s Mic Drop NFT collection—was it memorable, or just another shiny object? Or Ubisoft’s foray into NFT-based in-game items, which faced fierce backlash from a disillusioned fan base.
These are cautionary tales. They show that sometimes, the format or technology steals the spotlight from what should really matter: the story.
Think back to Netflix’s Black Mirror: Bandersnatch. You might recall the excitement around the interactive "choose your own adventure" format, but do you remember the plot? Probably not. What stands out more are Black Mirror episodes with compelling, albeit unsettling, stories—like the infamous one where the prime minister is forced into a scandalous situation involving a pig. It wasn’t the format that made that episode stick in your mind; it was the narrative.
It’s also important to consider that technology often pushes our audience to be more active participants than they might intend to be. While this isn't always negative, many people prefer a passive experience—they want to binge-watch 17 episodes of The Office without lifting a finger. They crave content that’s easy to consume, not something that requires constant interaction. Ironically, after disrupting linear TV, we find ourselves seeking the same no-hassle, uninterrupted experience that linear TV once provided.
What We Make vs. What People Want
It’s worth taking a hard look at ourselves as an industry. We tend to create a lot of things that people don’t necessarily want. Consider the fact that over a billion people worldwide use ad blockers—a staggering one-third of internet users have opted out of seeing our work altogether. That’s a pretty clear signal: people aren’t interested in the flashy, interruptive experiences we’ve been serving up. If we want to stay relevant, we need to rethink our approach.
Instead of latching onto the latest trend, we should strip things back to the basics: what does a good story do? At its core, a great story either entertains or imparts wisdom. It captures human attention—the most valuable currency we have in marketing. To remain in the public discourse, we need to shift away from intrusive tactics and focus on delivering engaging, enriching experiences that people actually enjoy.
At its core, a great story either entertains or imparts wisdom.
Ask Better Questions, Tell Better Stories
A big part of crafting engaging stories lies in asking better questions. Instead of following trends blindly, we need to dig deeper into the essence of the brands we represent. What are our brands’ weaknesses? Who stands to gain if we lose? How can we flip a disadvantage into an advantage? These types of questions can lead to more authentic and meaningful stories.
Some of the most successful brands today thrive because they have a pre-existing creative platform that allows for a wealth of stories. KitKat’s "Have a Break" campaign is a perfect example. The simple, universally understood concept of taking a break has given the brand decades of consistency while allowing for creativity in how that message is delivered. KitKat’s platform has enabled them to experiment with new technologies like AI and VR without losing sight of the central story—something many NFT-focused campaigns missed entirely.
A big part of crafting engaging stories lies in asking better questions.
Tech as an Enabler, Not a Distraction
There’s no denying that technology can enhance storytelling. By leveraging emerging technologies not just for creativity’s sake but for crafting more focused, entertaining, and relevant stories, we can unlock new levels of audience participation and engagement that are meaningful, not just novel. New tools should help us learn more about our customers, uncover better insights, and create more relevant experiences. They should also make our workflows more efficient, giving us more time to craft the actual story. If technology doesn’t do these things, then it risks becoming the latest gimmick—something flashy, but ultimately forgettable.
For all the shiny new gadgets and innovations, the heart of what we do as marketers remains deeply human. Storytelling has been central to human communication since the dawn of time. It’s how we pass on knowledge, how we connect with one another, and how we make sense of the world around us.
Keep Our Focus on What Matters
We shouldn’t let the lure of the new pull us away from the basics. Trends come and go, but storytelling is timeless. Let’s not get distracted by flashy new formats or technologies. Instead, let’s use them as tools to tell better, more engaging stories that capture the hearts and minds of our audiences. Because in the battle for attention, the story always wins.
ABOUT THE AUTHOR:
Thomas, Strategy Director at Pound & Grain, is a seasoned strategist who has held senior roles at Cossette, Proximity BBDO, The&Partnership, and JWT. He has worked with top brands like Volkswagen, TELUS, and The Economist, offering strategic insights to drive success. Thomas focuses on helping clients navigate the evolving digital landscape with strategies for sustainable growth and innovation.