In uneasy times, the most powerful thing a brand can do is to define its place, value and opinions in the world. That way, everyone knows where they stand.
Leveraging a story that everyone knows is powerful – but risky. Powerful, because it’s immediately recognisable. Risky, because unless you can provide a new spin, it’s a tale they already know. Perhaps too well.
Much is made of the idea that your brand is what people say about you when you are not in the room. However, brands are defined by more than reputation and stories are told and spread by more than just consumers. Some stories you control. Many you can’t.
In a world besotted with the new, sometimes the most powerful thing a brand can do is take people back to a time and a sentiment that feels comfortable and familiar.
Coke’s new campaign direction feels like a push back towards product-focused advertising. The decision to move away from the more abstract concept of happiness towards a campaign that focuses much more specifically on the taste and the bottle begs the question: are marketers trying to be too clever? Have we forgotten that we’re here to sell?
I first connected with Shawn Callahan on LinkedIn a number of years ago and was immediately drawn to his storytelling style and his theories about what makes business storytelling tick.
Successful brands have a story that connects them with their audience and that forms the backbone of their strategy. But if you’ve been around a while, the story that your loyal customers know is not yet shared by those who are new to the brand. Here are 4 ways to connect your longer story to those who don’t know it as well.
How should you think of your brand when you have a product that costs a lot to use? Is an expensive product automatically luxury? How should we draw a distinction between luxury and, say, premium?
I really like Ed Woodcock’s description of what it takes to build a fascinating brand story. Creativity, resonance and purpose are all key attributes of successful brand storytelling strategy, he observes, in a recent piece on top storytelling brands. It’s fascinating to observe how those characteristics are playing out across the economy.
The case for brands to engage in storytelling is well made and well documented. Stories are so much more effective than facts, they engage us and in so doing, they motivate brands and buyers alike to get involved and to act.