People love to listen to good stories. We need a good story to share a laugh, to
shed some tears and to enjoy a chat over a cup of coffee. Great brands work
in the same fashion. The most loved brands are not necessarily the brands that
intrigue us by the way they look, but rather the brands that tell us never ending
stories that make us want to learn more.
Whether a brand captures the archetypal hero (Nike) or the coach that helps
everyone perform better (adidas), the brands that succeed take into account
the basic human need for storytelling. Brands like Pixar, Google, HP, Puma
and Nike take us on journeys that surprise us and capture and spark our
imaginations. The following are some of the ways in which the most celebrated
global brands are successfully and strategically building their brand stories into
all levels of their work.
1. Using brand stories to stay relevant.
Pixar is a good example of a
company that captures the kid
in every one of us through its
timeless stories. It continues to
amaze us with one blockbuster
fi lm success after another. Even
though the fi lms take three to
four years to create, everyone
eagerly awaits the renowned
brand’s next move. Pixar goes
“to infi nity and beyond” and
always stays top of mind.
Nike is another brand that takes its story a step further than most. It not only
designates a “chief storyteller” for the company, but also requires that every
new employee go through an education program that teaches him or her about
Nike’s heritage, history and culture. Nike, perhaps more than any other brand,
uses its story to adhere authentically to its heart and remain trustworthy and
relevant to consumers.
2. Evolving brand stories to cater to an audience.
While good brands know how to use their brand story to develop innovative
services and products that relate to the distinctive core of their brands, the very
best ones are able to progress their stories over time. They know how to cater
to their audiences, and they’re adventurous enough to explore new territories
and opportunities. Lego, a brand that stays true to the world of play, makes
“building” part an overall experience in all media channels. To celebrate its 80th birthday in 2012, Lego created a short animated film, which spread online to the tune of almost
six million views on YouTube. The film tells the heartwarming story of Ole Kirk
Christiansen who built Lego from a wooden toy business to what it has become
today. In a very Pixar-like animation, the film helps to create a strong emotional
bond to the story behind the Lego brand while incorporating the most inherent
aspects of what their brand actually is to the consumer.
3. Imagining radically new brand stories.
Brands like Google, HP and Puma are using innovative new technologies to
dream of visions that would never before have been possible. Google wouldn’t
have been relevant 15 years ago but today, with ever-growing bandwidth
capabilities, the Google experience grows into areas previously unknown.
Google Glass (http://www.google.com/glass/start/how-it-feels/index.
html#video=hif-video) is one of the company’s newest innovations in wearable
media. Essentially, Google Glass is a wearable Android-powered computer
built into eyeglass frames so that you can capture a display in your field of
vision, film, take pictures, search and translate on the go as well as run specially
designed apps. Google Glass uses a miniature display to put data in front (or at
least, to the upper right) of your vision courtesy of a prism screen. This design
allows the information to be easily seen without obstructing the user’s view.
HP is another example of a brand that has used technology to think outside the
box. Its Memristor technology will eliminate computer boot time and enable
users to switch a computer on and off like a light switch. HP has dreamed of a
way to make nanotechnology, which previously only spoke to the experts in the
field, accessible to everyone.
Puma’s work with Hussein Chalayan (the brand’s first Creative Director) also
fuses creativity with technology in ways never before anticipated. The Spring/
Summer 2010 “Urban Mobility” collection featured playful skirts that opened
and folded by remote control, furniture that morphed into clothes and outfits
encased in electric lights.
Nike introduced “Flywire” in 2008 which was inspired by suspension bridges
and has developed the world’s lightest high-performance footwear: shoes that
fit like a second skin.
4. Using the brand story to drive internal brand engagement.
Beyond standard marketing and product development, some brands are
using innovative storytelling to drive traditionally less creative departments
like business strategy, human resources and brand management. While it is
probably not advisable for a CFO to demonstrate wild creativity with numbers,
companies like Google and Pixar create living work environments that foster
better and more creative solutions and products. It’s not so much about treating
the employee well – it’s about unlocking the best and brightest ideas.
As an example, Google employees have a half hour “time out” in a darkened
room with fish tanks and private cabins that allow for employees to take care
of their personal telephone conversations or pay a bill online. Pixar provides a running trail and free film screenings. By creating a happy and reduced-stress
environment, employees feel able to come up with better policies and make
better workplace decisions. CareerBliss, a national career and job website,
reported last year that Google had the most improved worker-satisfaction score
among their top 50 list of companies. As a result of added employee incentives
at work, Google scored 37% higher than in previous years.
Great brand stories engage audiences, build brand affinity, simplify customers’
decisions, increase sales and provide opportunities to differentiate a brand.
A consumer interested in purchasing a new cell phone is asked to choose
a phone out of at least 12 mobile phones. Each phone has almost identical
attributes and qualities, but one stands out because it tells a story — it inspires
and speaks to the consumer in a way that the others do not, and it does this
with conviction and passion.
The brands mentioned here have invaluable aspects instilled into their
business philosophy: creativity, ideas and the understanding that brands are
best experienced through a multitude of living experiences and touch points.
Strategic storytelling done effectively and successfully can secure consumer
loyalty and increase sales.
If you need guidance, please feel free to contact evōk advertising at
407.302.4416 or visit evōkad.com.