Do all brands have a compelling story to tell?

In this era of digitalization traditional method of advertising is on the verge of extinction. In today’s world, all you have to do is to get in touch with customers to create a story to engage them with your products or services.
  • The media channels such as outdoor, radio, web, social media, apps and more have made life more difficult for commercial brands to get their message noticed.
  • The digital agencies are coming up with newer ways to get their message noticed by pop-ups, auto-playing video ads, banners, slider etc. but it is also giving better chance to the customers to block its content with an ad blocker.
  • Most of the people simply ignore the ads and they go unnoticed and the ads which have good repeat value are enjoyed and shared and they remain in the trend.
  • In modern marketing, ‘storytelling’ is a new way out to consumers who now have the power to skip ads. But telling a good story has always been one of the many routes adopted by ad agencies to sell a brand.
  • But it is difficult to create a story and not all brands have a good story to tell.
  • The story-based approach to advertising works only if the story is compelling, relevant to the brand or category and it should be in consumers mind then only it will create recall value.
It is difficult for every organisation to create compelling stories based on the preference of consumers unless it is corporate brands because they have a better platform to create a story and retain their consumers.

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