Are you likely to remember facts or rumours?
The tales and stories are always more easily remembered than facts. And when these tales and stories are well crafted, they might as well persuade you to take action, e.g. buy some products, sign a petition, participate in a good cause etc.
People are more than ever curious about brand’s CSR, how eco-friendly their products are, the sustainable manufacturing process etc. Now more than ever, brands need to reveal where their products come from. They can as well play well in brand’s storytelling strategy. About products so green, so eco-friendly etc. However, storytelling needs to be somehow factual based. If a brand’s promise is that the eggs you buy are organic and next day you’ll find a newspaper article about outrageous conditions in which animals are kept. Customers might as well boycott the brand and brand would face huge media as well as consumer backlash.
However, many brands can be proud for its storytelling strategies and skills. I picked some examples where brand’s personality is expressed cleverly through storytelling. Well, at least from my point of view.
Axe/Lynx is redefining masculinity
Days are gone when you saw Axe/Lynx advert where ‘sex sold’ its products. Remember ‘Even Angels will Fall’ ad? While now they are asking if ‘is it ok for guys to…’ campaign. The story, which this brand tells is a tale about gender bias, especially male masculinity. It is relevant due to on-going society debate about gender as well as mental wellbeing. Moreover, it tells a consumer that Axe/Lynx cares about others and brings an emotional value.
Harry Potter Brand Phenomenon
First there was a book, then blockbuster movies, video games and more than 400 licensed products. Harry Potter as a brand was very well received by media and public. What’s more, the story of young wizard has created fandom and communities. “Harry Potter is more than the films, more than the books. It is a genuine lifestyle brand that has emerged from a humble literary origin with a small publisher, which has steamrollered its way to bookselling dominance worldwide, and become one of the biggest film franchises of all time.” (Campaign Live, 17/08/2017)
Nike Just Do It
Nike always masters its brand storytelling technique. There is a hero in the story and the hero is a consumer, whose only enemy is him/herself. So next time when you make an excuse for not exercising, not running etc. remember what co-founder Bill Bowerman said: “If you have a body, you are an athlete.” No more excuses, Just Do It!
Nikola Do Anh 