- A brand is a story, a conversation between a company/business and its customers
- A brand conversation takes place anywhere the company touches its customers
- All brands, big and small, tell a story. The advert pay off, of Knorr cubes ( a seasoning for cooking) made in Nigeria says, Every cooking is a story
- People love to tell stories, and stories spread.
- Stories are more believable than adverts
- Stories connect to the heart; logic, facts and figures connect to the head
- People buy on emotions and justify with logic
- If your brand does not tell a story, nobody will listen to you. There is info overload in the marketplace now. Be clear about your brand stories, communicate well, and simply put the message across about your brand values. Barack Obama did it to win the 2008 US Presidential Elections.
- See the promotional pay offs of some brands made in Nigeria which tell stories: Peak Milk…Its in you; 7 Up (soft drink)…The difference is clear; Intercontinental Bank…Happy Customer, Happy Bank; Guinness…The Power of Naija; Macleans Tootpaste…Be Successful, Be Important, Use Macleans Toothpaste; Stanbic IBTC Bank…Moving you forward, from where you are, to where you want to be.
- A brand story that is present in places where people are looking for it is well received. It’s all about the content, communication, and entertainment.
- A brand story gets customers and clients talking, about the organisation and her brands.
(7 March 2012)
Eric Okeke is a storyteller, editor, business writer, motivational speaker and author of the best selling book: I Want a Husband. He is one of Nigeria’s most experienced financial journalists. He has published several articles in local and foreign publications and in websites such as http://www.ezinearticles.com, www.ezinearticles.com and www.writingcareer.com. He is currently running Infomedia Company, a media consulting and information marketing company. Visit his blog at http://sallywantsahusband.blogspot.com