Facts on their own can be dull, but stories can make you laugh, cry and buy. Francis Ingham, PRCA director general, says there are just two words to explain how stories engage customers and shape brands, and those are “John Lewis”. Ingham says: “Its marketing work last Christmas wasn’t just original, It was also reputation-enhancing and defining. It reflected and built on its brand, which is absolutely the point of how a good story – fictional, corporate or otherwise – is vital to building a reputation. Because ultimately consumers don’t buy CEOs, or logos, or even products to some extent. They buy reputation.”
The art of brand storytelling, says Luke Mackay, associate director at PR firm Edelman, involves using messages that inspire conversation and sharing among target audiences: “PR is all about looking for the story that will bring a brand’s messages to life. Journalists are busy professionals, giving them a half-baked story isn’t an option. Similarly, if the story is playing out on social media, then audience attention is finite. Only quality, well thought-out stories will gain traction.”
Content Curator Tom George
Head of Inbound Advertising North America at Internet Billboards. Pioneering inbound advertising as well as an avid content curator who enjoys finding those digital gems out there in cyberspace and sharing them with others.