We all love stories. Right from the time, we were young stories have enchanted us Fairytales have given us allegories, analogies and anecdotes to relate to. In whatever language you remember them, fairytales provide you with morals. It’s not about the fictitious goat on a hill and a princess in a castle, it’s the underlying messaging.
Similarly companies need to ask themselves, what is the message they are trying to convey. Too often, companies look at in myopic one-way pattern. They simply disseminate information through press releases and their communications outreach. This is where the messaging gets lost. It has to be strategized from announcement to absorption. Companies may have the best product or idea, but it’s of little use if they aren’t able to convey the message effectively. You need to empathize from the consumer perspective. The most knowledgeable teacher in the world has failed if they can’t find a way to impart the knowledge. Similarly companies have failed if they can’t convey the message across effectively. The most successful companies are not just the ones with the best products, but the ones that have had great campaigns conveying that they have great products which add to the great experience. Think of Apple’s campaign (Think Different), think of Coke (Open Happiness), think of Nike (Just Do It), think of McDonald’s (Moment of Happiness).
So what’s your story to tell? More importantly, how will you tell it?