Today, consumer markets are booming with competition and buyers are inundated with digital marketing messages – from checking the weather on smart watches in the morning, to browsing the web from office computers, to seeing social media updates late in the evening on smartphones.
So, how are America's heritage brands staying relevant and engaging with the rapid change in how we communicate and consume information? They're harnessing the power of brand storytelling to connect, relate and inspire.
Let's examine a few digital transformation strategies from some iconic brands.
1. Highlighting Employee Experiences:
In addition to news, current events and product discussions, Walmart's blog showcases the lives and accomplishments of its employees. This helps to humanize the company, conveying a message of teamwork and a sense of social responsibility for the wellbeing and success of Walmart's employees. To help streamline and optimize its content publishing strategy for different viewership experiences, Walmart uses Brightspot.
2. Taking Consumers “Behind the Scenes”:
Rolls-Royce's Craftsmanship campaign brings us into the brand's world, showing the unparalleled labor and care that goes into each handmade vehicle. This strategy is invaluable for influencing customer perceptions of quality and trustworthiness, especially for a product like Rolls-Royce, where the higher investment is a strong reflection of its top-tier value.
3. Telling Customer Success Stories:
Johnson & Johnson is another Brightspot user, leveraging the platform to maintain a “Personal Stories” blog section devoted to showcase how the brand impacts the lives of customers, in addition to employees and key industry leaders. Everyone loves a happy ending, and Johnson & Johnson's blog exemplifies the company's core belief in health solutions that help patients live healthier, fuller lives.
4. Using the Product to Inspire Audiences into Action:
In perhaps one of the most creative brand storytelling examples, The Lego Movie is a heartwarming film with a positive, motivating message for the whole family – and it's made entirely from Legos. Marketers have been wowed by the brilliance of this strategy. Movie viewers had a great time watching the film, and kids went home to immediately play with their forgotten Lego sets. If they didn't have a set, they went to purchase one due to the film's influence.
5. Building Community via Current Events:
Coca-Cola's “Move to the Beat” London 2012 Olympics campaign was built on teens' social values and passion for music, which fostered a sense of global unity and connection. The multimedia campaign featured a social media component, urban artwork in London, a feature-length documentary and a music video with popular artists, which was set to the beat of sounds made by athletes while they compete.
Brand Storytelling Tools for the 21st Century
The most successful heritage brands are leveraging technology that empowers business leaders, content developers and editors to publish content efficiently, optimizing for different viewership experiences, and ultimately getting the right messages delivered to the right audiences on their preferred devices.
Learn more about how Brightspot can propel your brand storytelling strategy to ensure that your company stays a part of the conversation.