“People relate to characters in a story. Every story needs a protagonist and likewise every brand story. Brands need character for people to relate to them. In most cases, the brand is the hero of its own story, and its personality comes through in the tone of voice of its communications. But a spokesperson or character can also help this process of personification, which explains why KFC (the Colonel) and Jack Daniels (they eponymous) have scored well in the study. Quite simply, when it comes to this question it’s easier to relate to a person than an abstract identity.” I totally agree with the statements above. Nowadays brands who didn’t pay enough attention to really preparing not just an honest and authentic but integrated story platform for themselves will surely be out of competition soon. The reason are not only customer tend to be more and more critical but in a world of exploding channels and increasing consumer control over media, content marketing “is all the marketing that’s left" (said by Seth Godin). So what’s your brand’s story?
Posted on: Sun, 04 Aug 2013 09:50:38 +0000