Your product story needs endineering.

Branding often talks about telling the authentic story to the consumer. Telling the story of the product. But how far does that really go? It’s rarely all the way to the end. Are brands and product missing the best part of the story?

We can all be inspired by the way literature and film deal with narrative and closure: a wealth of knowledge, spanning centuries of creating meaning, laid out in a sequence of events that tells a story. But most of our product and service stories fade out before we get anywhere near a clear ending. Commerce is overly focused on the starting and usage phases of the consumer experience, overlooking the ending as a useful and meaningful moment.

Endings are important. They establish important fundamentals for ourselves and wider society. In his book The End, Narration and Closure in Film Neupert says that “solid closure in conventional narratives and histories satisfies individual and social desire for moral authority, a purposeful interpretation of life, and genuine stability”. In parallel, Elizabeth MacArthur in her book Extravagant Narratives calls it an “attempt to preserve the moral and social order which would be threatened by endlessly erring narratives.”

We could easily describe many of our human-made consumer experiences as having ‘endlessly erring narratives’. Adding coherent closure experiences would add ‘purposeful interpretation’ to our consumer endings. It might also improve our ‘social desire for moral authority’ which, let’s face it, is lacking when we discuss the negative consequences of consumption.

Despite recognising the enormous, world-changing issues we face as a direct result of consumption – things like climate change, peak oil and the miss-selling of financial services - we appear totally unable to come to a conclusion about vital issues. Some see this as an example of a lack of moral authority brought upon us, thanks to bad or absent endings.

Ends in questions
The current consumer lifecycle often ends with indifference, waste and lots of questions for the consumer – what shall I do with this type of material? Is it recyclable? How do I get my data back? Missing the opportunity to add purpose to the end and throwing away a load of brand equity along with it.

Ends with purpose
What we should be doing is building staged, branded experiences at the end. That capture assets and neutralise the negative outcome. We should build experiences that bond the consumer and the provider in joint responsibility. Creating positive memories that bring closure.