How do brands keep us interested and engaged? They tell us their stories.
All brands have stories. The brands that tell the most interesting story wins our attention.
The reason story works so well is because humans are wired for story. Neuroscientists have proven that stories change our biology. When we hear stories of distress our bodies release the hormone cortisol. When we hear a story that elicits empathy in us our bodies emit the hormone oxytocin. Yes story has the power to change our biology.
Watch this video produced by Mont Blanc and watch closely how the brand storyteller takes you on a journey through time, a journey that shows you how they have served people just like you, or the person you aspire to be like.
Then watch another video produced Burberry a 150 year old brand based in the UK. Burberry hired Angela Ahrendts as the new CEO and one of the first things she did was hire a cultural anthropologist to tell the story of the historical Burberry brand. Once the story was catalogued Ms. Ahrendts published it as a book and provided a copy to each employee. The intention in sharing the book with employees was to inspire them to ignite a passion for the brand and fuel a connection to the mission to revive the aging English business icon. The book became a source of pride. The brand was new and exciting again.
Before Angela Ahrendts arrival Burberry had forgotten their brand story. The employees and the customers had forgotten why Burberry existed, they had forgotten who they served and how they were purpose built to serve a specific audience that had a very specific sense of value and style.
These two youtube videos show us visual storytelling at it’s best. Mont Blanc’s story is exactly 2 minutes and 20 seconds and the Burberry story is 5 minutes and 27 seconds. I submit that when you watch these videos in total you too will begin sharing the compelling stories that your brand has to tell.
That is the power of .