Classic corporate communication has a small problem.

It almost always begins with the company.

We do.

We can.

We offer.

Branded documentaries reverse that logic.

They do not necessarily tell what a brand does.

They tell why it exists.

That can be the story of a person. An industry. A change. A problem that needs solving.

The brand does not necessarily become the lead character.

Perhaps it is the one that makes something possible.

Or the one that discovers a story in the first place.

That is rather interesting.

Because people are rarely interested in companies.

They are interested in people, conflicts, ideas and the world they live in.

A brand that tells those stories becomes part of them.

And perhaps that is one of the finest forms of brand communication:

Not talking about yourself — and still saying something about who you are.

#frischebrise|