The Story Wars: How brand stories beat advertising tales! by Erik Saelens

Author:Erik Saelens
Language: eng
Format: mobi
ISBN: 9781310628252
Publisher: Brandhome
Published: 2014-05-18T16:00:00+00:00

Dig up your archives

How it all started, what happened along the way, anecdotes, successes, client letters, historic packaging, and funny stories: there is a goldmine of stories right in your brand's basement. Brands tend to look anywhere but back as they have the natural tendency to look forward and feel they need to embrace a contemporary, modern day image to have a chance of succeeding. However, there is nothing old fashioned about great stories that have been accomplished in the past. The heritage of the brand is in fact often a story that is worth telling, even for the hippest kind of brand. More often than not the way a brand started out is a story about passionate people inventing a product that grew to become today's brand. More often than not it can be used to show the authentic side of, for instance, an innovative image. And we are not talking about a legacy that is calculated in hundreds of years. Even a company that developed some cool new app only last year, could tell something about that day and the moments that - although it happened in the past - would add passion, credibility, authenticity, inventiveness, innovation and intelligence to the brand story. Don't ever think no one would be interested in some entertaining tidbit from your brand's past or in an anecdote that could be characteristic for the stormy beginning of your company. Actually, the opposite is true: today's smartphone and tablet generation loves infotainment and not just in the way of weird YouTube films or superficial items about the latest rock star divorce. Their interest is just as much peaked by intriguing 'did-you-know' stories from brands and companies, even if it is about their past. If that story is told in a way people can relate to, if that story is surprising and authentic and people find it worth sharing on social media, it doesn't matter if it stems from something that happened last week or 200 years ago. It pays to look back, there is always something to find that will make a story that adds value to your business.

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