According to Raymond Braun, the LGBT marketing lead for Google and YouTube, storytelling is the very center of marketing. Like my previous blog post on the new Starbucks campaign, several companies are beginning to, or have already, incorporated stories in their advertisements and brands. Braun says, “As a marketer you’re responsible for telling the story of your brand.” In order to effectively market to the prospective target audience, advertisers and marketers must be able to create a story behind the company, brand, product, or service. During “Is Advertising Dead,” a panel of creative executives, marketing executives, and co-founders, emphasized the importance and impact of being able to advertise through storytelling.
Throughout the conference, Rachel Tipograph, co-founder and CEO of TIPO Entertainment, says that, “Advertising is an opportunity to communicate your values.” This goes to show the importance of establishing strong values and company missions so that corporate companies, or just any company in general, may communicate them effectively with their consumers and stakeholders. Companies can build and expand their communication and marketing objectives with the help of well-represented values and missions. In turn, a dialogue can begin between companies and consumers. Tipograph draws her previous experience as a marketing executive at Gap and states, “It’s not Gap talking to the world; it’s about having a dialogue.” As dialogue initiates between company and consumer, a form of two-way communication forms where companies receive valuable feedback from its customers.
Below is a video from Chipotle’s “Back to the Start” ad campaign, which combines storytelling and the company’s culture – values and mission – that help fuel the ad’s popularity says CAA’s Creative Executive, Todd Hunter.
Hunter says, “[We] were trying to create culture around an idea,” and not the product itself. By doing so, the message of a company’s value and culture is communicated through entertaining stories that grab consumers’ attention. Not only does storytelling creatively express the message of a company or brand, but it also has the potential to empower others because the company achieved to inspire and create action. This may ultimately lead to what every advertiser seeks, which is spreading awareness by word of mouth. Braun states, “Then, when you feel like people are empowered, have them speak for you externally.” In order to do so, companies should utilize storytelling within their campaigns so that engagement between brand and consumer is possible. The co-founder of Kiip, Brian Wong, believes in engaged advertising as well. He says, “That’s a first step: the consumer needs to care before you get paid,” stressing the importance of communicating company values and mission through storytelling to commence consumer engagement and action.
McGrath, M. (2014, October 21). The Advertising Game: How Brands Like Chipotle, Google And Gap Rise Above Competitors. Retrieved October 26, 2014, from http://www.forbes.com/sites/maggiemcgrath/2014/10/21/the-advertising-game-how-brands-like-chipotle-google-and-gap-rise-above-competitors/