For the last twenty-four months, or so, storytelling has become more important to Account Planners and Brand Strategists alike. Stories are memorable; stories get shared; stories deliver meaning and answer the innate why and how questions: How did you come to be? Why are you talking to me? Why should I buy your product?
Our analysis team has been working to understand product anecdotes for some of our clients recently. This has involved reading some of the everyday product stories that are embedded within social media.
Their findings have been fascinating and they have stimulated conversations that question the direction of the brand, its segmentation preferences and marketing activities. The key takeaway for us: Before you start to tell your story, read the stories that have already been written about your brand and understand their contexts and implications.
Understanding what’s already out there will better place us, brand people, to define our own stories, make them culturally relevant and ensure they effectively answer the aforementioned, innate questions.
Dhiren Shingdia – Market Sentinel