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?Branding Bag? Brad VanAuken

Brands And Story Telling

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Brand Strategy Story Telling

Yesterday, I was drawn in again by a street person’s story. It is not the first time. If the story is good enough, it tugs on your heartstrings. While, as a brand marketer, I am always leery of being taken in by total fiction, at the same time, if the story is good enough, it doesn’t even matter if it is true.  It has entertained me.  I give the person some money. Several times a week my wife and I get phone calls from various not-for-profit and political organizations asking for contributions. Again, there are stories. What will happen if they don’t get enough money. What will happen if they do. The telephone solicitors are scripted to paint a compelling picture with words. Don’t religious leaders do the same thing? How many of Jesus’ parables are recounted in the Bible? And there are Hindu and Buddhist parables and stories.  I can’t think of a religion that doesn’t have its stories. I even hear stories from people who want to sell me investments. Stories of people getting rich. They paint a picture of how I will significantly increase my net worth too if I invest in what they are selling. And how about the stories told by places? Come to our country or city or resort and have this type of experience.

Story telling is a strong selling tool. Every brand should have its stories. The stories should be unique and engaging and admirable and entertaining and purchase motivating. Does your brand have a story to tell? If your target customers heard it, would it be enough to get them to purchase what you are selling?

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2 Comments

Steve Fogg on October 10th, 2011 said

Great blog post Brad,

I think story telling is a very powerful tool.

It’s a classic ‘pull’ rather than ‘push’ method of pulling people into your brand story and creating an affinity with your brand rather than a transactional way of thinking about your brand.

I think that is why word of mouth marketing works so well because the brand is intrinsically linked to the power of a persons personal story.

Jason on October 25th, 2011 said

Couldn’t agree more, Brad.

A brand story should be relevant and it must pass the (Who Gives A Sh*t) test. Consumers want to see themselves in that story so that they can relate to your business. They want stories of how your brands can benefit them.

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