The relationship between brands and customers often draws upon love and respect. A mix of ethos, pathos and logos. Isn’t that exactly what storytelling is about? As such, storytelling is probably one of the most powerful tools for brands and companies to communicate their core values, win more customers, and differentiate from competition.
Below are a few examples of how companies have used stories to take their customers on a journey, connect with them emotionally, or position their products and services beyond functionality and price.
Let me start with a quite recent one. When Amazon introduced their first smartphone last June, the invitation for the launch event they sent out was accompanied by CEO Jeff Bezos’ favorite children’s book “Mr. Pine’s Purple House.” As the book tells a story of being special, standing out from the rest and inspiring others, it was a perfect teaser for the Fire Phone – which, after launch, turned out not to be a big success.
My favorite brand story, however, is without any doubt the video that Apple created for launching the Macintosh in 1984. In exactly one minute, the company managed to articulate its mission, introduce its new product, and tell an unforgettable story – that contained all thinkable elements of good storytelling: suspense, emotion, metaphors, antagonist and protagonist, …
Another famous Apple branding example is the “Think Different” blitz, about which Steve Jobs said afterwards that “it took maybe 60 seconds to re-establish Apple’s counter-culture image that it had lost during the 90s.”
Similar ‒ but more controversial ‒ to Apple’s Think Different advertising is Johnnie Walker’s “Walk with Giants” campaign that shows videos featuring running legends Haile Gebrselassie and Paul Tergat.
In an older post on this blog, I have written about a series of Hollywood-style movie trailers we created in Alcatel (today, Alcatel-Lucent) to pitch our portfolio of broadband solutions. “The Convergence Factor” was probably the most impactful, but certainly the most fun business presentation I created and delivered in my whole career.
Two other of my favorite brand stories come from FMCG giant Unilever. Ask any woman what Dove stands for, and she will tell you about the “Real Beauty” campaign, showing non-stereotype women, in different ages, shapes and colors, with real curves, wrinkles and spots.
A memorable video published in the Real Beauty campaign reports on an experiment in which a forensics artist draws sketches of different women. A first one based on each woman’s personal description of herself, and a second one based on the description given by a stranger. Experience the movie and understand what makes it so powerful….
The “Lifebuoy” campaign, also by Unilever, hits the storytelling spot too. It addresses the necessity to change the hand washing behavior of one billion people in developing countries – and as such help reduce respiratory infections and diarrhea, the world’s two biggest causes of child mortality.
As can be learned from the Unilever examples, sustainability stories are often good recipes for success. A growing number of eco-, local– and fairtrade-labeled products succeed in seducing consumers with the promise of contributing to a greener, healthier and fairer world. Read also my post about “the good life”, which tells about a farm in Denmark that manages to sell eggs at three times the market price thanks to a “happy chickens must lay delicious eggs” message.
Another example of a sustainability message comes from my own employer’s “Campus in the Cloud” project that aims to bridge the knowledge gap for those who have no or little access to education by leveraging our in-house skills, talent and communications technology. Alcatel-Lucent employees share their knowledge by creating short (10-15 min) educational videos, which are made available to children and young adults.
Here’s one more. “Nike Better World” tells us how sports contribute to developing the next generation of youth with skills such as teamwork, determination, self-confidence, creativity, resilience, and physical and emotional health.
But not only big multinationals are good in story marketing. Belgian communication agency Mosquito introduces itself on LinkedIn with: “We believe that, whoever claims that his behavior cannot be changed by a small thing, has never slept in a room with a single Mosquito…”. You’ll never have to guess again about where the company’s name came from – or what it stands for.
More reading on stories and brands: