UBA055 - Art Should Comfort the Disturbed and Disturb the Comfortable
A Brand Storytelling Perspective
Recently heard this:
“Art should comfort the disturbed and disturb the comfortable,” said the Mexican poet and academic, Cesar A. Cruz, a line later repeated by Banksy.
In the world of brand storytelling, the phrase can be a sort of guiding principle. It underscores the dual role that brands can play: offering solace and understanding to those in need while challenging the status quo to inspire change and innovation.
Comforting the Disturbed
For brands, comforting the disturbed means creating products and messages that deeply resonate with those facing challenges. This goes beyond offering a service or product; it’s about crafting a narrative that speaks to the struggles and aspirations of the audience.
Consider a brand that prioritises mental health. By sharing stories of resilience and providing resources for emotional well-being, such a brand creates a supportive community. This kind of storytelling offers hope and understanding, showing that the brand truly cares about the well-being of its customers.
Similarly, a brand focused on sustainability might comfort those distressed by environmental issues. By promoting eco-friendly practices and products, and sharing stories of environmental stewardship, the brand aligns itself with the values and concerns of its audience, offering them a sense of participation in a greater cause.
Disturbing the Comfortable
On the other hand, brands also have the power—and the responsibility—to challenge societal norms and provoke thought. Disturbing the comfortable means pushing boundaries and sparking critical conversations. Brands that succeed in this regard are those unafraid to take a stand.
Imagine a fashion brand that challenges traditional beauty standards. By featuring diverse models and rejecting photoshopped images, the brand not only stands out but also encourages its audience to rethink their perceptions of beauty. This bold move can disrupt the comfort of conventional norms and inspire a more inclusive mindset.
Another example could be a tech company advocating for data privacy. By highlighting the importance of user consent and transparent data practices, the company challenges the often-accepted norms of the digital world, urging consumers to demand more control over their personal information.
The true power of brand storytelling lies in balancing comfort and disturbance. This dual approach ensures that brands remain relevant and impactful, resonating with a broad audience while driving societal progress.
A brand can achieve this balance by being empathetic yet bold in its messaging. For instance, a food brand could share comforting stories about family traditions and the joy of home-cooked meals while also addressing uncomfortable truths about food waste and sustainability. By doing so, the brand offers both reassurance and a call to action, encouraging customers to make more conscious choices.
The Brand Narrative: A Dynamic Force
Brand storytelling is a dynamic force that shapes public perception and drives change. By comforting the disturbed, brands build trust and loyalty, showing their audience that they are understood and valued. By disturbing the comfortable, brands foster innovation and progress, challenging their audience to think differently and act courageously.
This dual approach ensures that brands are not just passive participants in the market but active shapers of culture and society. It helps brands stay relevant, foster deeper connections with their audience, and drive meaningful change in the world.
By embracing this dual role, brands can craft narratives that not only capture the imagination but also inspire action, making a lasting impact on both individuals and society at large. Through storytelling that comforts and disturbs, brands can truly become agents of change in the world.
Written by Mark
 | A guest post by
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