Looking to mine authentic moments, the single malt brand shares personal stories from leading men, including Bryan Cranston, Ed Burns, and Andy Spade.
Now here is a powerful use of stories in business. In this case, this post talks about how Glenlivet is using personal stories in their branding efforts.
Glenlivet is premium single malt whiskey. In this campaign the company has successful men sharing stories about a poignant moment that was instrumental in their success.
As Troy Gorczyca Senior Brand Manager, Pernod Ricard, says, the goal of the series was to “showcase their triumphs, admit their failures, and highlight the moments that make us human.”
At first I thought "Oh, this is about CEOs bragging about some achievement they accomplished." But no -- these guys share about their parents, a mentor, or how a single phone call changed a life. Yeah! Disaster averted.
Now I have only one quibble -- how come these stories are only from guys???!!! Where are successful women's stories? It's not like we don't like or drink Glenlivet -- because we do! And we share stories over drinks just like guys do -- in fact, probably more.
Here's what's mystifying to me: the co-lead on this project is a woman. And the author of this article is a woman. Yet neither pointed out this discrepancy.
OK, rant over. The article talks a bit about how challenges in gathering the stories. And other insights are shared here. So go read it -- other than the gender issue, it's a good piece.
This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it