Marketers urged to learn the art of story telling and ‘be ruthlessly consistent’
Marketers need to be ruthless in delivering a consistent brand message but have been warned that a lack of authenticity will backfire in such a transparent era.
Rowena Millward, director of partnerships at Seven West Media and a partner at marketing agency Morgan, said successful brands down the years have told a simple story and stuck to a message.
Those brands which are unable to articulate what they stand for will struggle to get cut through with consumers, she said.
Give me a break! Leave that story telling to your grandmother and tell me the products you have and the price you are selling it for because that’s all consumers care about.
This is an important message. In saying that, I thought that the mindset of consistency in branding was common sense.
Abandoning story telling and focusing on features and price naively ignores the power of emotion in the path to purchase.
So:
Figure out what your story is.
Make sure it actually *is* your story.
Tell that story and stick to it.
At least appear to walk the talk.
Well, it seems this marketing stuff isn’t rocket science. That’s a relief! And the agencies out there that don’t want to hire me because I am “over–qualified” (they mean over 50) may be right after all. And let s/he who is not over-qualified cast the first CV.