Producer at Yello Brick, Alison John, gave an inspiring talk at a JomecCCI lecture about setting up her company, as well as addressing hurdles they have had to go through to bring their visions to life. The talk was particularly interesting to me as it introduced an area of the creative industry which I was unfamiliar with, highlighting the struggles they went through due to the lack of funding, and how perseverance helped with their success.
Yello Brick is a company that “creates digital and physical events that intertwine narrative and brand into exciting and playful experiences”. Alison detailed how one of their street games “Reverie” was developed, despite experiencing numerous set backs along the way. It was insightful to hear about the amount of work that went into creating the game, which combined storytelling, theatre and outdoor activities. The street game was also complemented by a large marketing campaign on social media, with people becoming hugely invested in the story line and the characters. They state that the game was a new kind of event that mixed “game, theatre and technology to create a unique experience for participants”, with multiple channels in which the story was told through, combining technology and activities into one.
A key concept I learnt from Alison’s talk was around branding and the ability to push the boundaries into creating something influential and inspirational. It demonstrated that branding can be taken further by fully engaging consumers though interaction. The creativity and ideas that Yello Brick had come up with was inspirational and demonstrated the amount of time and effort that goes into creating a long-lasting brand reputation.
“The customer experience is key; in every channel and at every interaction”.
Customers are the most valuable asset to a brand, and every step in their journey is a chance to connect with them directly though interaction. The importance of customer interaction is hugely important, and with new channels being available such as social media, it is key to ensuring a successful brand image. Yello Brick is able to embody this through taking the steps to ensure interaction for customers.
With the U.K’s creative industry generating a considerable amount of money for the economy, supplying around 1.5 million jobs, as well as bringing joy to peoples live, its necessity in our society is evident. The world is facing environmental, social and ethical challenges, and “we will need imagination and inspiration to overcome these challenges”.
“As mediators between business, technology and people, the creative industries are fantastic at bringing meaning, simplicity, emotion, humour and innovation to difficult, complex or often worthy causes to deliver stories that capture hearts and minds and change people’s actions and behaviour. As the goal of changing people moves centre stage in the sustainability debate, so do the creative industries.”
Alison indicated how Yello Brick is able to bring communities together though showing them aspects of their own city that they would not have been familiar with. Through getting people outside and encouraging sport and activity, communities can be brought closer together and made stronger and safer and potentially overcome some of these social challenges.
An important message of Alison’s talk was that if you want to see something succeed, you must try despite the difficulties that may be in the way. Despite their contributions being as much as the Finance industry, the creative and cultural industries can lack funding, therefore, it can be difficult for start-up companies to generate the funds to be able to succeed. However, Yello Bricks determination was an indicator of how this does not necessarily have to be a barrier in the way of success.