5 Ways Heritage Brands Are Leveraging Brand Storytelling

The entrance to a 1970s era Walmart is seen with sale signs hanging in the windows. Learn how Walmart and other heritage brands are using Brightspot to stay relevant.

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.

How to Master
Brand Storytelling

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 well-being 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 in 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 showcasing 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


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. 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. Marketers have been wowed by the brilliance of this strategy.

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 your company stays part of the conversation.

Why Iconic Brand Storytellers Rely on Brightspot

About the Author
Brightspot Staff
Brightspot is an enterprise publishing platform that drives innovation in web and mobile development for corporations worldwide. Behind Brightspot is a team that loves to talk about every aspect of our platform and today's digital publishing landscape.
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