Narrative Brands

I’ve been thinking a lot lately about storytelling as marketing. The concept is coming up everywhere I turned, and started to think about examples.

This led me to realize that the stories most brands tell are not very rich. This is not to say they aren’t clear, focused, or interesting; they are simply not deep, engaging, rich narratives.

Let’s consider some examples, starting from the most simplistic, repetitive, shallow (with as little negative connotation as possible) brand stories.

• Gas Stations: One of the following; cheapest gas, most convenient turn off the road, we’ve existed forever.
• Walmart: We carry everything you’re likely to need, for cheap, and we’re open all the time (it’s shallow, but very powerful).
• Hanes: Simple, comfortable, basic clothing at reasonable prices.

Some brands have “stories” that aren’t more than a collection of adjectives or buzzwords. It’s as if they’re afraid to spell things out (either because they don’t know what to say or they’re trying to be cool by holding back):

• Express (and many other mid-tier clothing companies): (From the company page: “Express is the must-have sexy, sophisticated fashion brand for work, the weekend, or going out.” Express, I love your clothes (really), but this means so little to me. What am I supposed to take from it?
• Colleges and Universities: Notorious for buzzwords like; diversity, growth, character, integrity, and community, it’s very hard to get a sense of a particular college/university without visiting (and for some time).
• Car Companies: Similarly, except with words like; sleek, powerful, safe, reliable, maneuverable. Cars have a distinct style, but no real narrative to the corporate story.

Some brands come closer, delivering a very clear picture of their history, product, and intended audience with their brand. It can even come close to a back and forth between customer and consumer. This is as close to narrative branding as I think 99.99% of companies get. Great examples of this are the hodgepodge Volcom/Billabong/Element/Hurley/Quiksilver. I know these brands all hit different markets (albeit all in the alternative sports realm), but their approach makes them similar. Very specific demographic with clothing, marketing, stores, often even employees that are integral parts of their respective worlds (surfing, skating, etc.)

Yet, where is the brand that creates a literal narrative for its customers/users/followers? Where is the brand that will engage people creatively on a continuing basis like a musician or a television show does? What happens when a brand starts dealing in entertainment and experience alongside content? I think that brand wins; the percentage of brands doing that right now is astonishingly small; huge opportunities for those who get there first.