The ad is about a man who is narrating to his granddaughter the story about how he hasn’t seen his childhood friend since they were separated.
It talks about one of the most turbulent times of modern history with such poignancy that it makes one wonder: How did Google come up with this campaign? How can other brands follow suit and use corporate storytelling to their advantage?
What is Corporate Storytelling?
Corporate Storytelling is a famous buzzword thrown around marketing arenas. Firms who engage in making branded content employ corporate storytelling all the time.
The thing is, everyone talks about it, but no one understands its essence. Anyone can think up of a situation, a conflict, and retrofit a brand into that conflict.
That is ad-making at its barest, and most banal. But that is not what connects to the masses.
Storytelling is an art form in itself. A story has a beginning, middle, and an end. A story has believable characters who get into interesting situations and grow through the conflicts they face.
A good storyteller would catch the nerve of the audience, and make a story compelling enough so people are bound to sit up and take notice.
The Secret Of Selling
Corporate Storytelling, at its essence, is sleek, accomplished brand marketing. It is continuously evolving, enabling brands to reinvent themselves by coming up with engaging stories.
See, people don’t naturally communicate with each other by telling, “Hey, try this new famous product I am using.” People don’t go talking about products and selling them to their friends and families. This approach, when employed by ad-men, makes for banal and inefficient advertising. This is where Corporate Storytelling comes into the picture.
Good Storytelling Examples
What examples come to your mind when you think of a good story? Let’s take the visual medium first.
- Shawshank Redemption, perhaps?
- Or Schindler’s List.
- Kramer vs Kramer
- 2001: A Space Odyssey
- Star Wars
These are examples of good stories. Coming to the written medium, we have
- Rowling’s Harry Potter
- Rushdie’s Midnight Children
- Murakami’s Kafka on the Shore
- Mary Shelley’s Frankenstein, among others.
All these works of art have one thing in common: they tell a good, engaging story.
Now, what has that to do with marketing? Well, everything.
Forget about marketing a brand. Think more and more about telling a story. The brand will sell itself.
How Can You Use Corporate Storytelling To Your Advantage?
First, think about your consumers and their wants. Think about them as people, and not as data. The moment you instill humanity into something, it becomes all the more interesting.
Instead of MAN 1 and WOMAN 2, think of your customers as Frank Marshall and Devi Subramanian.
Now, think what they’ll want. What culture do they belong to? What are their needs, and how your product could fit into those needs?
Think about context and building trust. Think how you can speak to the Franks and the Devis of the world.
Make Your Customers The Hero Of Your Story
You must have heard of the hero’s journey and its inextricable 12 steps. Take your heroes on that journey. Make them be a part of their own story, while at the same time, telling your story.
In the end, the most important advice would be to keep it simple. Look at the world around you. Listen to people. Be with people. Don’t get too bogged down by the corporate juggernaut, the in-thing, the buzzwords, and concentrate on simplicity.
other valuable tips:
4 Ways Your Business Could Be Advertising But Isn’t
The Crucial Roles of Celebrities and Social Media in Advertising and Promotion
Don’t think of a brand you want to sell. Think of a story you want to tell.
If you liked the content of this article and want to make people more aware, please don’t forget to share it with your friends on Facebook, Twitter, and other social media handles. The more people understand the importance of storytelling, the better this world will be.
Sources:
- https://ozcontent.com/blog/best-corporate-storytelling-examples/
- https://www.forbes.com/forbes/welcome/?toURL=https://www.forbes.com/sites/forbescommunicationscouncil/2017/11/20/storytelling-takes-corporate-communications-to-the-next-level/&refURL=https://www.google.co.in/&referrer=https://www.google.co.in/
Image Credit: Pixabay
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