Once upon a time …
Senior Research Executive
Kantar Millward Brown
Great stories can help make a brand meaningfully different, showing how a brand meets people’s needs and is emotionally relevant. But a good story also needs to showcase the brand message clearly. Many advertisers keep blasting viewers with a product message they’ve heard a thousand times before. A good story, tied to brand values, can help a brand’s message stand out from the crowd and make it memorable. This all helps motivate consumers to buy the brand.
There are two stages to developing a good story that is connected to brand values. First, brands need to define the value that they want to showcase to consumers. Then they need to tell a story that consumers can relate to. It can be funny or emotionally engaging, and if the story can tap into a recent trend – even better. A great example is #AdaAqua’s campaign, which tells the story of a girl who doesn’t want to drink Aqua, but then she mistakenly thinks she recognizes a famous singer, and takes a selfie with him because she’s losing concentration. The ad went viral. It cleverly evokes Aqua’s role as a brand that supports consumers in their daily life, and reminds them of the importance of hydration to aid concentration.