For Digital Design we are creating a Brand Story for our product as we are creating Packaging Design. Therefore I am looking at how Brand Stories are created and what the best brands do to really create customer loyalty. Bullen writes; 'Brand stories activate emotions and communicate values'. (Bullen, 2019) and this is the crux of what I am trying to do through my own brand story, I want people to believe in me and my brand, if they feel that emotional connection they will buy and buy again!
Zendesk is a great example of anti-storytelling, this company makes customer support software, already I am yawning, so what do they do? They get an indie band from Seattle who claims that Zendesk has stolen their name and creates a funny video which ends in them making a terrible jingle about customer support! You can check out their video here: Zendesk Alternative
I really like this anti-story telling as people buy into it because it does not feel like they are being sold to. It is important to realise as well that big brands don't always get it right Mcdonald's had to apologise after it used child bereavement to sell its Filet o Fish Burger and this ad below is a little disturbing - it is about a new Playstation however I am not sure that consumers would warm to this...
In this advert for Chanel No 5, Wonderhatch states is great watching and listening to Brad Pitt but what he is saying is; 'almost complete and utter nonsense when you listen to it and get through to the product itself. Sorry, what? Journey’s end but we as people go on? Plans disappearing and dream taking over? Inevitable? Chanel inevitable? '(10 Examples of Storytelling for the Wrong Ad Campaign | Wonderhatch, 2021)
Why am I looking at ad campaigns that failed as this is more instructive in what not to do! The problem with the Chanel advert is that it is incomprehensible and doesn't sell the product well at all, I don't know what the product is till the end and even then I am confused. The stories that use other people's pain or grief, have to be very careful as this kind of marketing ploy to obtain an emotional connection is full of pitfalls and in some cases ethically unsound. Ethics and Transparency are something I would like my own brand to have - as I feel that sort of integrity is essential now in a very uncertain world. I will be adding a more ethical mission as part of my product and I will (hopefully) Make something That really does have the power to sell!
References
Bullen, E., 2019. 11 of the Best Brand Story Examples. [online] Medium. Available at: https://medium.com/nicely-said/11-of-the-best-brand-story-examples-af098e4ea911 [Accessed 10 July 2022].
Brenner, M., 2022. 6 Examples of Genius Brand Storytelling You Have to See. [online] Marking Insider Group. Available at: https://marketinginsidergroup.com/content-marketing/6-examples-genius-brand-storytelling-see/ [Accessed 10 July 2022].
Wonderhatch. 2021. 10 Examples of Storytelling for the Wrong Ad Campaign | Wonderhatch. [online] Available at: https://wonderhatch.co.uk/10-amazing-examples-of-storytelling-in-advertising-for-the-wrong-campaign/ [Accessed 10 July 2022].
Zendeskalternative.com. 2016. Zendesk.com | Customer Service Software | Support Ticket System. [online] Available at: http://zendeskalternative.com/ [Accessed 10 July 2022].
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