Too many B2B stories stop at the product. But what if your brand could tell a story about the future, one that your audience actually wants to step into? Our Strategy Partner sets out a bold new way of thinking about brand narrative, rooted in authenticity, purpose and possibility.
Brett Davey
Co-founder & Strategy Partner
We’ve all been there. Gathered around a conference table or screen, facing the daunting task of making our B2B brand not just visible, but unforgettable. In a marketplace flooded by relentless chatter, distinguishing yourself requires more than standard messaging about pain points and product features. It demands a giant imaginative leap into an authentically envisioned future.
Recently, while reflecting on this challenge, I stumbled upon Ernst Bloch, a mid-twentieth-century philosopher not widely known beyond academic circles. In his time, Bloch was considered too Marxist for the West and not Communist enough for the East. His concept of the “Not-Yet” struck me as incredibly relevant for our present era. It references the deeply human capacity to hope, envision, and actively pursue a better future. Ideas that dovetail with the strategic brand storytelling that Content Creatures practises.
Bloch’s theory hinges on what he terms “anticipatory consciousness.” Rather than fixating solely on immediate problems, anticipatory consciousness encourages people (and why not brands?) to articulate credible visions of a desirable future, inspiring their audiences to journey toward these visions alongside them.
Reading Bloch reminded me of the classic Sony Bravia launch ad. Before Fallon and director Nicolai Fuglsig released 250,000 brightly coloured bouncing balls down the hills of San Francisco people merely wanted bigger TVs. Even though viewers watched the ad on older, duller TVs it created a hopeful future of clarity, vivid colour and definition which have become aspirational values for TV buyers ever since. No one who watched the ad in 2005 wanted or saw true colour, HD or UHD, but living rooms since have transformed. And, as TVs have become flatter and better, so people have reclaimed more living space in their communal areas.
For B2B marketers today, harnessing this anticipatory consciousness can unlock new levels of emotional connection and loyalty. Bloch’s vision isn’t mere optimism, it demands authenticity, purpose, and a credible pathway towards this envisioned future.
Moving from Transactional to Transformational
Historically, B2B storytelling has been predominantly transactional, focused on immediate solutions, quantifiable gains, and product-driven narratives. This approach, while efficient, rarely ignites genuine excitement or lasting advocacy.
In contrast, Bloch’s “Not-Yet” philosophy nudges us toward transformational storytelling. It challenges marketers to go beyond superficial problem-solving and articulate narratives that offer meaningful collective advancement, resonating deeply with shared human aspirations.
When was the last time you saw an electric car ad (or any car ad) that sold the vehicle on technical merits? Ever wondered why so many EV either feature vehicles on long, straight rural roads without a charging point in sight or in cities remarkably devoid of pedestrians and other traffic? The desirable future is clean, quiet, uncluttered. As an EV owner, I can tell you the reality is range anxiety and expensive insurance, but I overlook these in favour of the ‘Not Yet.’
Why Content Creatures Aligns with Anticipatory Consciousness
At Content Creatures, our core mission has always been to blend creativity and strategy, crafting content that goes beyond transactional pitches to authentically inspire and engage. As a strategic storytelling agency, we recognise that value of anticipatory consciousness by ‘Imaging Better’ when seeking solutions to client’s problems. We believe narrative should do more than simply inform or explain, brand storytelling needs to inspire audiences by articulating a future filled with possibility.
Embracing Bloch in a Competitive Landscape
Why embrace the philosophy of an obscure Marxist thinker like Bloch? Precisely because his insights tap into universal truths about human motivation and aspiration. In a fiercely competitive landscape, brands that distinguish themselves through authentic visionary storytelling will be the ones remembered and revered.
Implementing Bloch’s philosophy doesn’t need to be abstract or purely theoretical. Here are some actionable ways brands can practically apply anticipatory consciousness in strategic storytelling:
- Define Your Brand’s “Not-Yet” Vision: Ask yourself, what transformative future does your brand authentically help realise? At Content Creatures, we often begin by challenging our clients to identify this visionary promise. By focusing on collective rather than individual benefits, your narrative gains immediate depth and resonance.
- Authenticity as a Narrative Foundation: Ensure your future-focused stories genuinely reflect your organisation’s core values and capabilities. Authentic storytelling fosters trust, while superficial narratives risk alienation. Clients consistently highlight our team’s authenticity and ability to challenge and refine briefs, underscoring how essential truthfulness is in strategic storytelling.
- Elevate the Emotional Connection: Beyond rational arguments, emotionally engaging language inspires audiences, catalysing commitment and enthusiasm. The more visceral the storytelling, the more you can move your brand’s narrative from purely informative to genuinely inspirational.
- Demonstrate Tangible Possibility: The future you describe should feel realistic and achievable. Think of it this way: in 1825, if you asked someone how travel might improve over the next 100 years, they might picture a faster horse. By 1925, they’d probably imagine a faster car. So today, based on the technology we have now, how might someone travel from one town to another in 100 years’ time? Your answer will likely be an extension of what is possible now. Believability makes the future more exciting.
Practical Next Steps for Strategic Leaders
Here’s how marketing and brand directors can practically embrace anticipatory consciousness through strategic storytelling:
- Audit Current Narratives: Evaluate whether your current brand messaging authentically reflects a visionary future, or if it remains predominantly transactional.
- Engage Stakeholders Early: Ensure internal alignment around your brand’s transformative narrative. A shared vision internally strengthens external authenticity.
- Craft Credible Stories: Develop narratives that clearly articulate the collective benefits your brand delivers, not just immediate problem-solving.
Final Thoughts
At Content Creatures, we passionately believe that strategic storytelling is not merely about reacting to market demands. It’s about actively shaping those demands by articulating compelling, anticipatory narratives that genuinely resonate with our audiences’ deepest hopes.
In adopting the ‘Not Yet’ approach, brands can transcend transactional relationships, forge deeper connections based on a credible, collective vision of the future. Our commitment to this approach is seen in our BetterStory Method and means we not only produce insightful strategy andimpactful content but also genuinely transform how our clients and their audiences perceive and engage with the future.
In an era saturated with short-termism and transactional noise, anticipatory consciousness may indeed be the most strategic and human approach available to B2B marketers.
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