Brand Directors have many responsibilities. They have to
manage as many touch points with a consumer as possible from packaging,
promotion, distribution, pricing and on and on. Perhaps their most vital role
is their job as brand architect or chief story teller.
Brands need stories
like we humans need oxygen. Brands can’t survive without these stories
because they serve an essential function to grow a business. Why are stories so important?
Storytelling makes me care.
director finds a community she wants to reach and the brand’s story lead you
somewhere – a promise. It helps you find your ‘once upon a time’ moment that
pulls people toward your business. Great story telling helps you find a way to
get your brand top of mind but more importantly, close to heart.
Story telling requires a lot of work. Ironically, sometimes
they also need to be incomplete. Great stories only give you some of the
information and they make you work for information.
Whether it is through discovery, a treasure hunt or the
sheer absence of information, great brand stories require a story teller and an
audience who is interested. Think of the absence of the shark in Jaws. It is what is missing that sometimes helps
you complete the picture.
Stanton is a filmmaker and known for great work like Finding Nemo and other
Pixar gems. He talks about the unifying theory of 2 +2. You don’t give your audience the 4, you make
them fill in the story to help engage your audience along the path.
William Archer, the Scottish theatre critic from the 19th
century, said that drama is anticipation mingled with uncertainty (Have you
made me want to know what will happen next). This is exactly what brands do
when they succeed. They entice you to want to know what happens in the brand’s
A brand can
invoke wonder that is authentic and you are emotionally connected into their
world view. The community is a willing participant and shares a deeply held
Here are five brands telling stories that have connected with
me by making me aware but more importantly, making me care. These are brand’s that
are very close to the heart of their communities. The test that they matter is that I would miss them if they were gone.
What brands are close to your heart?
Five Brands that tell rich stories.
We are in business to improve lives.
Made in America with Love.
Krista Tippett. On Being. Radio/Podcasts/Writer
Conversations and communities on what it means to be human and how do we want to live in it?
James Dyson. Inventor, Creator and Inspirational Leader. Encouraging Young People to Think Differently, Make Mistakes and Invent and Realize their Potential.
Caring for Communities.
Top Image by Andrea Matus deMeng
Listen to my interview on Charlie Pozner's Podcast
called the BOOMER Business Owner.
Labels: Alex and Ani, Andrew Stanton, James Dyson, Krista Tippett, make me care, Marketing Moments, Tom's Shoes, Whole Foods, William Archer