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Brand Marketing - A Great Story

October 3, 2011

Effectively communicating your company story; it’s the foundation of what we do at Quaintise. When marketing and advertising is moving a million miles a minute and consumers are connecting with brands on a whole new level, how do you keep them engaged long enough to tell a compelling story and ultimately generate leads and sales? The key is in the storytelling, the tone, the purpose, and the plot.


The History of Storytelling

Since the beginning of time, storytelling has been the ultimate form of raising awareness, educating, and communicating ideas. The idea (the advertisement), has always been hidden between the lines of a story. Remember high school English? Where you were required to ‘read between the lines’ of a well written plot to determine exactly what the author was trying to say without reading the Cliff Notes. In open discussions about the story, as with ancient forms of storytelling, the audience became a part of the story, each individual bringing their own interpretation to the plot.

Storytelling and Brand Marketing

Storytelling in brand marketing is no different. You, as the company, are the protagonist. Your marketing team is telling your story, and the audience, through engagement in social media, has become a part of that ongoing story.


Case Study #1: Considering it’s football season, let’s talk ultimate storytelling in branding. In 2009, the New Orleans Saints made it to the Super Bowl as clear underdogs. Their story was incredibly compelling; triumphing after Hurricane Katrina, becoming a point of honor for their storm ravaged city. And their marketing included all aspects of engagement with their fans. The fans became such a huge part of the Saints story that winning the Super Bowl was no longer just about winner a football game, it was about saving a city and its people. When they won, New Orleans the city and the people were reborn and the story became a legend that catapulted the New Orleans Saints into the hearts of every football fan.


Case Study #2: Detroit is in dire straits, as everyone knows, and has been for some time during this recession. As many brands are pulling away from the idea of associating with a fallen city, Chrysler has gone the other direction, using Detroit’s underbelly of strength and resilience as a storytelling goldmine. We refer to Chrysler’s marketing campaign often, simply because of its simplicity, its attractive and relevant plot, and the tone of the overall advertising.


The Great Story Villain

Every story has a villain. In your marketing story, your company is the protagonist (the main character), the plot revolves around your brand message, and the villain is the problem that your product or service can solve. Without a villain, or problem, your story is futile.


Every Great Story

As with every great brand message, every great story is consistent to the very end, is purely authentic, and is heartfully genuine. According to Seth Godin, one of the marketing masterminds of our generation, "a great story is true. Not necessarily because it’s factual, but because it’s consistent and authentic. Consumers are too good at sniffing out inconsistencies for a marketer to get away with a story that’s just slapped on.”