Monday, 22 June 2015

The Art of Storytelling in Marketing is to be “Ruthlessly Consistent”

In the transparent age in which we live, marketers need to become more ruthless when delivering consistent brand messages. However, with this being said, they have been warned that messages lacking validity and authenticity may backfire.

In most cases, successful brands sit apart from the rest by both telling a simple story that builds an affinity with the brand and sticking to a certain brand message. On the other end of the spectrum, those brands that are deemed not as successful or just mediocre are unable to articulate what they stand for and thus, struggle to get cut through with consumers says, Rowena Millward, Director of Partnerships at Seven West Media and a partner at marketing agency, Morgan..

“When you think about the brands that continue to be number one, and you look back at the history of their communications, they are ruthlessly consistent about their story,” Millward said. “Brands that succeed tell their story simply and consistently at every touch point.”

Much of what Millward speaks about revolves around the notion that when delivering brand messages to your consumers, it is important to ensure you are being authentic to the brand. In an era where technology plays such a large part it, becomes easier and easier to become quickly exposed. 

A prime example of what happens when companies’ stop becoming authentic can be seen with Woolworths regarding the Anzacs. Not only this, but it is important to keep in mind that brands are generally part of a larger corporation, so if disconnect between stories becomes evident, there will be a larger impact on how your brand story is understood by consumers.

Nike has successfully maintained their brand message for 25 years, depicting people overcoming adversity. Their success lends itself back to the notion of  “gelping you win when the odds were against you.” Even though Nike is a brand that breaks the rules, it still maintains to deliver the same message each time in multiple ways.

Lauren Musat
Current student in the Master of Marketing program at the University of Sydney Business School

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