Volkswagen provides a global example of an ad that incorporates great storytelling . This example showcases the fact that the brand does not need to be shown though out the ad , or even early in the ad , yet can still result in great branding . The brand appears right at the end of the ad , providing a great finish and reward to the boy ’ s efforts - may the force be with you ! You can view the ad here : https :// www . youtube . com / watch ? v = 1n6hf3adNqk .
Create a credible role for your brand
There is no right or wrong role a brand can play . We have seen brands play many roles in story ads , ranging from animating the brand to having key characters showing an interest in the brand ; people experiencing the brand ; characters going to great lengths to obtain , protect or deliver the brand ; characters talking about the brand ; or using the brand to solve a problem . A brand can be an enabler , it can be a hero , it can be the reward or it can be a character . The brand can be an advocate or the instigator , but whatever role the brand chooses , it must be a credible one . The storytelling structure has to emphasize the brand .
Naturally , a brand that has a story will find it easier to communicate through narrative because it is not a new realm . What is your brand story ? What are the elements of your brand story ? The answers to these questions can open new creative avenues and opportunities for your brand and elevate your marketing communications .
An easy way to become a brand that deals in story is to listen and begin to collect brand stories . What are the stories of your consumers ? And your employees ? Dissect these stories and you will start to see the patterns that will lead to understanding your brand ’ s story potential .
Remember that stories tend to have a ribbon of truth running underneath the narrative , so question what truth your brand stands for , as there might be a story to tell there .
In summary , story ads have lots of benefits in that they grab attention , connect emotionally with the audience , are rated as more engaging , and help build positive brand associations . The story must get the brand fit and a credible role for the brand in the story right ! ■
Kate Njoroge is the Chief Client Officer at Kantar East Africa , whose main responsibility is to drive client-centricity and impact , as well as commercial profitability and growth . To learn more on how to get the best ROI from your advertising drop her a line at :
Kate . Njoroge @ kantar . com .