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?
It started out like any other day in the fall of 1979. In the morning, I would attend classes where I was finishing up my degree in marketing. And in the afternoon, to pay for those classes, I would go to work selling ladies’ shoes at a nearby shoe store with the artless name, Shoeland. Anyway, little did I know, that on that day, at a job I absolutely hated, that the store manager, Joey Kaswalchezck, (aka Joey K or Joey "buy a vowel") - a guy who dropped out of high school because "it didn't pay very well" would tell me something that more than three decades later, continues to dance in my head.
Not too long ago, a well-known fast food restaurant chain ran commercials with the tagline, "Good Mood Food." The implied promise was that unlike other fast food restaurants, this one would make us feel good. Unfortunately, when this campaign was running, Consumerist.com, in a survey of 115,000 consumers, rated it among the worst commercials in America....read more.
Jim Signorelli,Story-Lab's insight:
Your brand's best point of difference is its point of view. In essence, it is your brand's story.
"Story logic provides an important remedy for advertising at a time when consumer skepticism and distrust are mounting. We were humans before we became consumers. As humans, we naturally gravitate to stories and the ideas,experiences and lessons with which they invite us to participate."
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