Brands aren't built on facts and statistics alone. Connecting with customers means understanding and deploying the power of stories in marketing.
Jim Signorelli,Story-Lab's insight:
This article provides a number of great points when it comes to the efficacy of brand storytelling, most important of which is the power of fiction over fact.
However, it, like many articles on brand storytelling takes a point of view that I believe can be misleading. It is the notion that the brand's role is to make the customer the hero.
Many will (and have) disagreed with my contention that this limits the opportunity for the brand. This is because we have always been taught to believe the customer is king or queen. This may be true when it comes to a brand's service ethic, but this thought can get in the way when it comes to brand storytelling.
Consider this: Hero's are people we aspire to and emulate, not so much for what they do, but for what they value and believe in. They provide us with a purpose that resonates with our own beliefs about what is important.
I realize this could get into a lengthy article as opposed to an insight. So I'll just ask you to think about the brands you love and admire. Are you emotionally attached to them because of the functions they perform or because of what they represent? Here's yet another thing to consider: When you see an ad that implies that a given product is going to make you a hero to your kids, or the envy of your neighbors, do you believe them?
What do you get when you combine elements of storytelling, purpose-driven marketing and content strategy?
We call it StoryBranding.
StoryBranding is both a unique approach and philosophy that stems from the belief that the best marketing should not feel like marketing. It should feel like a story.
There are plenty of writers and videographers who have set out to spread the word about StoryBranding. What follows is a monthly curation of just some of those articles that I have come across on the subject. You can review the entire collection on my blog, www.stroybranders.blogspot.com
Whether you are marketing a Fortune 100 brand, a local retail establishment or trying to develop a more effective personal brand, what follows will help in your quest.
Infographic that explains the importance of content marketing in B2B marketing.
Jim Signorelli,Story-Lab's insight:
I'm not sure traditional advertising will ever be displaced. But, as this well-researched infographic points out, content is becoming an important sidekick, especially among B2B marketers. As the manifestation of a the brands inner layer beliefs and values, content marketing quickly moving from "nice to have," towards "need to have." It gains its power from the fact that unlike tradtional advertising that "asks," content "gives."
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