Co-production is quite simply, the act of producing something, together. With a community instead of for ‘nothing for me, without me’. Why try and guess what people want, need, value, and feel when you can ask and listen to them directly, gaining real-life evidence and insights to test assumptions? That is the power of co-production.

Asking, listening and co-creation have the power when combined to create an authentic message/brand/tone that audiences will identify with and feel aligned to. It also increases the longevity of a brand and the organisation as it is designed with the target audience for the target audience.

Humans are natural born storytellers. Stories connect people to the world around them – and they leave their mark. A story is one of the most powerful means that we have to influence, teach, and inspire, and every change starts with a story. Everyday experiences have the power to convey culture, history, values and perspectives.

According to National Geographic, ’Storytelling is universal to the human experience, and truly great stories succeed in extracting meaning from the everyday.’ These can be written, visual, beliefs or personal experiences, providing audiences with a window to a new world, or a new way of thinking.

A good story is a vessel for information, it has the power to communicate ideas, enable us to feel, connect, convene and compel. Culture can be defined by the stories we tell about ourselves.

By embracing storytelling, brands can communicate beyond a service or a product. They can provide insight, emotion, hope.