Since the beginning of civilization, we have been telling stories. From the fairy tales our parents use to read to us before bed, to our favourite TV shows, stories has played a large role in our lives and now they play a major role in the way we advertise.
Today, consumers are tired of the same old “Buy me because….” B.S and traditional marketing tactics are no longer effective. Companies are now taking a more glass roots approach of advertising and focusing more on selling lifestyles, memories and emotions. This is called Brand Storytelling and it’s nothing new in the world of marketing. Marketers have been using this technique for decades now, but the rise of social media, brand storytelling has become more of a priority in a company’s overall brand strategy.
But brand storytelling is more than the how the company was funded or the products it sells. It’s about the reason they exist (and to make money is not a good reason). For Chanel, they focus on legacy of their founder. Coco Chanel was more than just a designer, she inspired many designers to come and changed the way we think about fashion. And to the company’s fans, it’s their way of life.
This is a great example of brand storytelling and it has all of the right ingredients. Coco’s story is a rags to riches, stick it to the man, and change the world while you’re at it can inspire anyone.
(Interested in learning more about Chanel and his she changed the world, check out this book HERE!)
Another great way to tell a story is to use comedy. Laughter is a very powerful tool because it can not only get people’s attention quickly but it can also be used as a way to talk about topics that might be taboo or serious to the market. This video by The Rainforest Alliance is no ordinary “Save the Rainforest” video. It uses comedy to catch our attention, educate us on the bigger issue and give us a call to action.
YET, just because you have a good story, doesn’t mean that it works for the brand. When this happens, we are often feel confused and that the contentdoesn’t fit with what we think of the brand. And this is exactly happened to McDonald’s. As an attempt to bring in a younger, more tech savvy market, they made this video here.
Am I the only one who’s thinking stranger danger while watching this video? And McDonald’s are full of brand storytelling fails. During TIFF (Toronto International Film Festival) this year they released these videos to promote McCafe. These one minute videos we all over Facebook and they were based off of famous classic films such as Braveheart and The Good, The Bad, and The Ugly.
Nice try McD’s but I can see the hot glue in the last video.
What’s an example of brand storytelling that you love or hate? Feel free to comment below and remember to share this with your friends.
Until next time, so long Internet!