How to Use Sponsored Films to Drive Brand Purpose?

How to Use Sponsored Films to Drive Brand Purpose?

How to Use Sponsored Films to Drive Brand Purpose? 366 222 Shlomi Ron

What is brand purpose?

“You really need to have a brand purpose that an organization can buy into and believes in. Then from there, you take it to the marketplace in all the tactical ways that we know work, but you think about the tactical component not just being about you the company but about the world around you.”

-Sarah Colamarino
Former Vice President, Corporate Brand Equity and Partnerships
Johnson & Johnson

When brands leverage a familiar entertainment containers like a full-length documentary film, short films or TV shows, it allows audiences to experience through emotional stories the true essence of brand purpose or narrative as I’d like to call it.

As such brands transform their content from the interruptive 30-second commercial people often ignore to a meaningful entertainment content people seek.

To help me unpack this unique connection between brand-funded films and brand purpose, I had the great pleasure to speak with Sarah Colamarino, former a Vice President, Corporate Brand Equity and Partnerships at Johnson & Johnson.

After 30-year career at Johnson & Johnson – the largest pharmaceutical company in North America, Sarah has garnered deep expertise in brand transformation and master brand approaches. Her marketing strategies received multiple industry awards including a Cannes Lion Grand Prix.

Sarah has recently started her own consulting practice, SC Blueprint, to help brands and organizations build their purpose and bring it to life through business, talent, ESG and brand strategies. Sarah has a specialty in creating original content that tangibly demonstrates purpose in partnership with media and entertainment. This work has created strong engagement and brand advocacy with internal and external stakeholders.

It’s all in the latest episode of the Visual Storytelling Today podcast.

We talked about her impressive journey at J&J in various marketing communication roles, the backstory behind J&J’s brand purpose refresh she led, how she brought to life the brand with the award-winning 5B film, fresh lessons managing the brand during COVID, her top 3 tips – and much more. (see full topic list below).

Watch the full video recording of this interview:

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You can also listen to the audio podcast of this episode. Subscribe to the Visual Storytelling Today podcast on iTunes, Google Podcasts, and all other podcast networks.

Topics we discussed:

Use the time stamp markers on the above video to easily navigate.

  • 0:00 Introduction
  • 2:08 What is your backstory?
  • 3:35 Brand purpose and emotions
  • 4:57 Brand purpose definition
  • 5:47 ESG, brand purpose & marketing
  • 6:43 Visual Storytelling definition
  • 7:36 Clarifying base terms
  • 12:09 Brand purpose process
  • 16:00 Untapped themes
  • 17:14 Uniqueness
  • 18:25 Value polarity
  • 19:52 Visual storytelling process
  • 23:12 Challenges
  • 24:18 5B
  • 27:25 Brand as film producer
  • 29:30 5B’s trailer
  • 31:00 Emotional connection
  • 31:53 Film’s promotion
    32:36 Success metrics
  • 35:35 Common misconceptions
  • 38:03 COVID’s impact
  • 45:28 Top 3 tips

And here is the 5B official trailer we discussed

Shlomi Ron

Shlomi Ron is the founder and CEO of the Visual Storytelling Institute, a Miami-based think tank with a mission to bring the gospel of visual storytelling from the world of art to more human-centric and purpose-driven marketing. A digital marketing veteran with over 20 years of experience working both on the agency and brand sides for Fortune 100/500 brands such as Nokia, IBM, and American Express. He started VSI to combine his marketing expertise with his passion for visual stories stemming from his interests in classic Italian cinema and managing the estate of video art pioneer, Buky Schwartz. At VSI, he helps brands rise above the communication noise through visual storytelling consulting, training, and thought leadership. Select clients include Estée Lauder, Microsoft, and Cable & Wireless – to name a few. He currently teaches Brand Storytelling at the University of Miami’s Business School. Thought leader and speaker at key marketing conferences. He is also the host of the Visual Storytelling Today podcast, which ranks in the top 10 best business storytelling podcasts on the Web. His book: Total Acuity: Tales with Marketing Morals to Help You Create Richer Visual Brand Stories. Outside work, he is a nascent bread baker, The Moth fan, and longtime fedora wearer likely to jive with his classic Italian cinema interest.

All stories by: Shlomi Ron
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