While most companies want tribal brand loyalty, many are unclear about how to create raving fans that believe in and support a company’s Purpose. Creating advocacy is a journey—belief and trust can’t be built overnight.
In their most recent edition on newsstands, Wealth Management magazine released an intriguing story on the gradual decline of physically printed annual reports published by publicly traded companies.
Even in my groggy morning stupor, I couldn’t help being curious about the graphic posters lining my route to work. “Save the Tamales from Ronald McDonald,” they read. The posters looked almost political in nature – black with an iconic fist raised into the air, grasping a — tamale?
The Big Game is over, and while some may still be talking about that last play call, around our office, what we’re talking about is the commercials. We’re an agency full of creative types, so this is understandable.
Every marketer has to be concerned about the increased demand for corporate transparency, especially since the 2008 financial crisis. Traditionally, marketing communications was built around the concept of controlling a company’s story, but in the current era of digital conversations and brand ambassadors, that’s a less realistic approach. So what can we do to meet business goals and satisfy the public’s hunger for the truth? Take a leaf out of the hedge fund marketers’ book.
Science fiction gives us a glimpse into the future, like the sci-fi thriller Minority Report, set in 2054, that demonstrated an interesting concept: the ability to market based on facial (or, in the case of the film, retinal) recognition. We’ve already seen companies try to harness this sort of technology to put clients’ messages directly in front of their prospective customers.
Your company is sending out communications every day, but do these messages paint an accurate picture of your customers’ experience with the company? If your customers see a disconnect between what you say you do and what your employees actually do, then that creates a “credibility gap” for your brand.
When marketing our companies, we seem to have an incurable itch to put everything and the kitchen sink into our communications. We erroneously believe that the more we tell our audiences, the better they will understand why they need our products and services.
Stories motivate, inform and inspire. Like campfire stories of old, they are memorable because they invite the audience to “actively participate” and absorb key points by relating to the narrative elements. Because of this, storytelling is a powerful tool for brand communications (and let’s not forget social media too).