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In the realm of marketing, the importance of a compelling brand and campaign narrative cannot be overstated. Your narrative is the heartbeat of your brand, resonating directly with your audience. It serves as the guiding force, shaping perceptions and fostering a connection that transcends transactions.
There’s a lot that goes into crafting a great narrative, but the three overarching factors that make a good story great are the following:
The global sportswear brand has been at the forefront of inspiring campaigns with their slogan of “Fueling the Passion.” Founded in 1964 by Bill Bowerman and Phil Knight, Nike has focused their attention towards making footwear for professional athletes. Through the years, their brand narrative has shifted from putting athletes onto pedestals and instead bringing them closer and more down-to-earth, integrating their life stories into product campaigns.
Nike’s 2019 campaign starring Serena Williams highlighted the issue of racial inequality in sports and America with the tagline “Until We All Win.” In doing so, Nike makes good use of the importance human connection in a brand’s narrative. The emotional response to a universal advocacy made waves, propelling the movement for equality in many workspaces while boosting Nike’s community impact and annual investments by 1.9% in 2020.
Dove’s “Real Beauty” advocacy has been committed to its message of body positivity and beauty inclusivity for years. Focused on helming feminist initiatives to battle inequality, Dove has stayed consistent in their message. For a beauty company, this brand is extremely progressive and has integrated their unique demographic into their brand identity–hitting both the consistency and unique brand voice targets in storytelling perfectly.
Their 2020 campaign, “Girls Room” focuses on the unique, discordant experience that young girls experience growing up which deeply impacts their self-esteem. From issues of body dysmorphia and dissatisfaction, bullying, to the pressure girls experience from social media, Dove explores their audience’s stories and gives them a voice. With their consistent messaging and community engagement, Dove remains one of the most influential names in the beauty industry.
Surely everyone remembers Old Spice’s iconic whistle outro. In a standout marketing move, Old Spice skilfully leverages humour to make a lasting impact. The brand’s iconic television commercial, featuring Isaiah Mustafa as the now-famous “Old Spice Man,” delivers a 30-second monologue with wit and confidence, captivating its audience. The ad’s positive reception significantly raises Old Spice’s brand awareness, solidifying its status as the go-to choice for male hygiene products.
The commercial, characterised by its fast-paced and humorous style, effortlessly becomes a topic of conversation among friends, emphasizing the brand’s campy, theatrical approach. Beyond humour, Old Spice cleverly taps into the concept of a unique brand identity, suggesting that using their products allows consumers to align with their ideal selves. This strategic alignment with their community not only enhances brand recall but also creates a memorable persona for Old Spice that resonates with its audience.
A well-crafted narrative defines who you are, what you stand for, and why your audience should care. It’s the essence that makes your brand memorable and campaigns impactful. In a world bombarded with messages, a clear and resonant narrative is the beacon that cuts through the noise, leaving an indelible mark on the minds of your audience.
