Brand Storytelling: Connecting Consumer Wants and Needs with Products and Services

Brand Storytelling: Connecting Consumer Wants and Needs with Products and Services

Over the past few weeks, we've shared several videos from the recent Argyle Executive Forum in Chicago that our digital marketing team attended. Today, we're bringing you the video of the panel discussion that includes commentary from Brightcove vice president of digital marketing solutions Steve Rotter. Steve and his fellow panel members centered the conversation on the value of aligning deep customer and target market insight with brand marketing efforts. The consensus: storytelling, aided by uniform messaging, is critical to not only achieving content marketing success but also to driving sales. Here are some of the other key themes outlined by the panel:

  • Brands are increasingly morphing into publishers. Brands are focused on retaining customers through content and entertainment. For instance, the "gold standard" in this regard is Red Bull. Video is a critical component of the company's content strategy--but what's really key to Red Bull's success is the company's ability to sell products without focusing on the product. Instead, Red Bull uses content to promote lifestyle initiatives that the company knows resonates with its primary target consumers.
  • Rich media content isn't just for media companies. During his presentation, Steve discussed how Brightcove customers in industries not traditionally known for owned media resources (i.e. in the insurance industry) are taking video production seriously. Companies are creating in-house, state-of-the-art digital media studios so that they can rapidly create and produce their own video content. And, they're seeing the quick return on this investment.
  • Online and offline integration matters. Storytelling and brand strategy cannot exist in an online silo. As an example of artfully combining online and offline activity, Steve referenced PUMA's efforts at the “PUMA Yard” at the London Olympics. There, the company combined exciting live stream content with man-on-the-street brand building efforts.
  • Look for the celebrities in your own industry. Celebrity spokespeople and/or endorsements are always a hot topic. And, as much as all brands would love the budget to secure a "name brand" ambassador for their products or services, that's not always feasible. Steve recommended uncovering the customer "celebrities" within your own industry. A short video endorsement from a best-in-class company is invaluable for reputation building.

Tune in below for more tips and analysis: