Posted on : 2023-09-17 20:19:27
Article : Good Morning Monday management solution for the TASK 259- Brand storytelling is a marketing strategy that helps brands connect with their target market using stories. The narrative is designed to build an emotional connection and help consumers match your brand with their own core values.
Before crafting a media commercial or brand story, one need to understand their audience and decide where to distribute it. Who are they? What are their biggest wants and fears? And most importantly, why should they care about you? Gen Z now uses social media to research brands more often than they use search engines. The problem: Customers know when they’re being sold to. And they’re increasingly skeptical of brand advertising. But when they hear how great you are from one of their friends, a favorite influencer, or even a celebrity they love and trust, they’re more open to receiving your brand messages. After all, buying is an emotional decision. Now we will discuss about few top brands in the global market on their brand media promotion.
Mercedes Benz, Snow Date- Mercedes Benz is a brand that’s over a century old. We know it from the Janis Joplin song, “Oh lord, won’t you buy me a Mercedes Benz” and its emblem, the three-pointed star represents the use of Daimler engines on land, at sea, and in the air. Mercedes Benz stands for “the best or nothing.” We associate the brand with perfectionism and exclusivity.
The 2016 ad by Merkley + Partners, focuses on the reliability of the 4-MATIC 4-wheel drive. In his Mercedes Benz, the boy’s father has no trouble in driving him to the cinema. When he gets there, we wonder for a fraction of time whether his date is going to make it, and then we see the headlights of another Mercedes Benz. Their Secret is emotional impact. This is a beautiful ad that gets many in the feels every time. The basic premise of the story is that a boy needs to get to his date safely in the snow. We have an engaging character (the boy), overcoming a terrible obstacle (the snow) to reach a desirable goal (the girl).
Old Spice, The Man -Your Man Could Smell Like- Old Spice is a brand my Dad wore in the 1970s and 80s, but the brand itself goes way back to the 1930s. The founder of the Shulton Company, William Lightfoot Schultz, who manufactured the product, chose a nautical theme for the brand. Throughout the years the brand has used colonial sailing ships as a motif. Now owned by Procter & Gamble, those sailing ships may not be a central theme, but they are still present. The challenge to Old Spice is staying relevant to a younger generation, and this is where the Wieden+Kennedy ad, The Man Your Man Could Smell Like campaign comes into play. The basic premise is not that Old Spice will transform your man into the perfect man, but that Old Spice can make your man smell like the perfect man. “Anything is possible when you smell like a man and not a lady.”
Their Secret is targeting a new audience. - Why it works Instead of reaching out to men, the Old Spice guy talks directly to the ladies. It’s genius because it takes a brand that is associated with granddads and makes it appealing to a modern generation. How does it do that? Well, it’s well-written (and very quotable), and while it might inspire the perfect lifestyle, it certainly doesn’t over promise anything. It inspired several spoofs, including Smell Like a Monster featuring blue furry monster, Grover.
Marks & Spencer- This is Not Just Food -Oh, how I love (and miss) Marks & Sparks. It’s a brand that I’ve grown up with and am very loyal to. I’m happy to spend a good hour or so browsing around the Bluewater store every time I go home. Not because it’s an innovative brand, but because it sells quality high street fashion that lasts. Or to put it another way — great bras and damn fine sandwiches. It’s a company that has had its ups and downs since starting in 1881, but the quintessentially British brand has held true to its brand position of premium quality for consumers. “This is not just food, this is Marks & Spencer food” was a 2004 campaign by that focused on the quality of M&S groceries.
Their Secret is focusing on quality. This isn’t a story, so why it is chosen? Well, because it helps to paint a bigger story. With a sultry voice-over by actress Dervla Kirwan, some sexy food photography (lights down low, those parsnips! That pudding!), and Fleetwood Mac as the background music, the story the ads tell is that the food M&S sell is of the highest quality. The public nicknamed it “food porn,” and the reason these ads work is because they are easy to remember and easy to mimic. This ad is now such a classic that M&S have resurrected it after 12 years, with the latest ads injecting a little fun and humor into the campaign.
End point- Effective storytelling is consistent. If customers get confused messaging from platform to platform they won’t know who you are or what you stand for. It’s why 84% of businesses think a connected multichannel brand experiences will be more important than ever to the future of ecommerce. The goal of storytelling is actually to build brand equity over the long run. It’s the effect of consistent storytelling over time that moves the needle for brands.” Clearly define your omnichannel marketing strategy to ensure storytelling is consistent across all touchpoints throughout the customer journey. No technical barriers should exist once you determine you want to sell natively on today’s most popular marketplaces or social media platforms.
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