Meta-storiesⓒ should be vibrantly alive at all edges. This is part of what is so powerful about Meta-storiesⓒ. They grow rapidly once they move into different formats because they are built to do so and so many others, including the audience, contribute their passions and ideas to them.
This is at the very heart of what is new about the age we now live in.
Each format’s unique needs and story telling opportunities should be creating new ideas and elements aligned with the Meta-storyⓒ. It then becomes the VISION LEADER’S job to understand those opportunities, approve the ones that keep the Meta-storyⓒ growing correctly, and harvest those ideas to incorporate them into the central Meta-storyⓒ for movement back out to the rest of the stakeholders.
In this way, a properly managed Meta-storyⓒ keeps delivering constant newness but under a well managed central vision.
As a final note, I have heard the argument that "big creatives" don't want to be handed anything that constrains them. This was said to defend withholding key narrative guidance in a movie deal discussion about a generational story/brand in the hopes that the big creative would re-invent the franchise. This can work but the likelihood of that creative being trained in putting the key elements within that franchise that drive the core businesses of an existing generational brand are pretty slim.
Big media can redefine your brand so make good choices in how you go about redefining your brand. This is a place where Meta-storyⓒ development can be of huge service.
I have also found that truly great creatives love new information and are often very willing to work within good mythologies. Batman is a wonderful example of new creative work constantly being added to a clear existing mythology.
If a high profile creative isn't willing to respect your brand's mythology then you may want to look for someone else to work with.
- ▼ 2011 (13)