In the previous article, we had seen the importance of advertising and the fundamentals of business storytelling.
Whatever brand stories you take, the starting and ending of the stories make the whole brand attractive and impressive.
At the same time, you need to deliver the product that you had promised to the audiences. But still few brand companies failed to fulfill the word of honor they made on the product.
Many brand companies you take while in the introduction stage, they try to captivate the market and retain the customers by offering many product promises.
After the days they fail to be consistent on brand promises and brand quality. Where brand value and goodwill will decrease simultaneously.
Then, how should your storytelling style look like?
Before going to know about this, I think it’s important to know how did some former companies started telling stories?
Then how did they get caught by spreading fake promises?
Kaviyarasu Kannadasan wrote his autobiography “Vanavasam”. In that he mentioned,
“I have lived my life in all the way as one should not be supposed to live, so I have the right to say that, this is how one should live a life.
Same way for the brand,
Lets see about few case studies where brand delivered a fake promises.
1.Pepsi introduced a new product called “naked juice” a few years ago. This is how their ad was when they introduced the product in the market. (i.e. their storytelling technique)
For example,
In “pomegranate blueberry juice“, no sugar is added. The juice is made in a completely natural way. ‘
“NO SUGAR ADDED”
And another meaning is that no other brand can match this.
After the product hit the market, it had a sugar content of 50% higher than that of a Pepsi.
Then it got caught by the public interest litigation, fined, re-established itself.
Let’s look at another example.
2. Air pollution levels of Volkswagen diesel cars (2015). This is somewhat familiar news for everyone.
The company discovered in 2015 that it had been campaigning and untrustworthy for almost seven years, claiming that their cars were the most environmentally friendly.
3.General Mills – Strawberry Naturally Flavored Fruit Roll-Ups – Proves that there is no strawberry in the product ( Year-2012)
But Strawberry and its image were featured in their brand name.
4. Samsung and Huawei – Both have recently been sued for spreading false information in their ads. They told in the story that, their smartphones give the same camera quality.it will be equal to a DSLR camera. (Story Telling)
Did you come across this information?
These are all the samples. There is so much more to say.
So, the Storytelling methodology must be very honest and clear and agree to deliver what you promised to the audiences.
Word of honor and objectives gives a solution to the customer’s problems. it will increase the value.
Big companies like Pepsi and Volkswagen most likely recover from such cases.
But it is not uncommon for medium and small companies to recover from those cases if they convey false stories to attract audiences.
The basic of storytelling is honesty.
People’s choice and the decision will be based on honesty. Because when we explain clearly and deeply about the product features or services.
If customers feel that this product has the capability of solving their problems mean,
The first success will start from there itself!
Now you all think well, I have Products & Services. The storytelling method is also familiar to me and i have more loyal and clear objectives on the products.
But where to start now?
(To be continued in next part)
Please check out our 1st and 2nd part below,
Part 1- The art of story telling in digital marketing
Part 2- Importance of advertising in business