create Your story
Marketers have always understood the power of a well-crafted story to engage and excite an audience. The power of storytelling is based on the relatability and emotional potential to truly connect. We all know people who have a natural ability to spin a yarn and craft a story with a beginning middle and end. But even these seemingly natural storytellers follow a set of rules and guidelines. Let’s look at why every company needs a story or brand?
I’ve been working with personalities, media talent and brands for many years and without exception there are common traits.
- The best come from a place of honesty, openness, and are driven by an emotional motivation.
- While they are singular and clear in their tale they are usually relatable and open to understanding for all.
- It takes a lot of analysis and reflection to articulate a story but the result is invaluable.
A few years ago we brought Chobani Greek Yogurt to the fitness industry with a simple and honest story and the response was off the charts. Along with their marketing team we determined the authenticity of their Greek yogurt matched our mission driven fitness professionals they were targeting. Rather than use brand advertising we integrated the product in experiential sampling and educational opportunities where they would become a partner to the fitness pros. This effort helped drive a major push from other nutrition companies to this vertical and it was all based on their credible and convincing story.
To learn more about Chobani and the power of storytelling give us a call at 760-637-5333 or E mail