How Chevy wins at storytelling
For years now, those of us in marketing have been talking about storytelling ... wrapping your brand message into a compelling consumer story that will draw people in. Hopefully creating an emotional connection in the process to drive sales.
Of course storytelling can take many forms, from very product specific (not much of a story) to a complete work of art (not much about the brand). Either way, for storytelling to work the consumer ultimately needs to feel something for the brand as a result.
Since I live by example, and marketing is a spectator sport, I thought I'd share a great story created by Chevy. One of my NYU students showed it to us in class and it left our jaws dropping to the floor.
Major tissue alert ... especially if you are a dog lover.
This example is on the farther end of the range: full on storytelling with not a lot of branding. In fact you'd be hard pressed to really even feel the brand, even after a couple of viewings. It's in there, but for my taste I would have made it even stronger. But the story is amazingly strong, especially when you can relate to it.
The brand's goal here is to create an emotional connection so powerful that you'll see how it can fit into your life and you'll therefore put it in your consideration set for the next time you are ready to purchase.
Did Chevy succeed at that? What's your experience?
Jim Joseph Jim Joseph is an award-winning marketing professional who specializes in building consumer brands. His client experience includes blockbuster brands like Kellogg's, Kraft, Cadillac, Tylenol, Clean & Clear, and Wal-Mart. He is currently President of Lippe Taylor Brand Communications in New York. www