To describe how storytelling is being used by concept brands, I will be looking at three different concept brands: Coca Cola, Apple and Dove.
Dove started in 2004 a campaign called ‘real beauty’. Their message was that you have to embrace yourself and accept your flaws. In their commercials they used ‘real’ women instead of skinny models. (Wulp J. , 2013)
For this campaign they used a lot of storytelling. For example in their video ‘onslaught’ they show a little girl. After that Dove shows scantily dressed women who are dancing in video clips or appearing on billboards. Finally, they show the effect of that advertising on women who are dieting, having surgery and other stuff like that. The video ends with: “Talk to your daughter, before the beauty industry does.”
For starters, Apple is master in storytelling; they rank first in the UK top storytelling brands. (WARC, 2013)
Almost everyone knows Steve Jobs and how he begun with Apple in his garage. Then he was fired by his own company but when Apple was one the verge, he came backand saved the company.
Steve Jobs is the hero in this story. He once called storytelling: “connecting the dots”. This is what he said about “connecting the dots”:
“You can’t connect the dots look forward, you can only connect them look backwards. So you have to trust in something: you gut, destiny, life, karma, whatever. Because believing that the dots will connect down the road will give you the confidence to follow your heart, even when it leads you off the well-worn path.”
(Steve Jobs, http://www.quotationspage.com/quote/40889.html)
Coca Cola appears, just like Apple, in the top rank of storytelling brands. Coca Cola plays heavily into storytelling. Coca Cola has even her own ‘journey website’. On this website there is a page “stories”.
Though, they barely talk about their products. The stories go about pets and experiences of ‘random’ people. The reason why Coca Cola barely talks about her brand is because visitors of the site emotionally connect due the stories. And since it is on the site of coca cola you connect with the brand as well. (Thibeault, 2013)
Besides a page with stories, there is also a page were you can watch videos about Coca Cola, for example the history of Coca Cola. Coca Cola use a lot of videos on their site. Video is an excellent way to not only see but hear the story as well. (coca cola journey, 2013)