athletes telling their stories of perseverance and determination and they were able to create an emotional connection with their audience and differentiate themselves from competitors .
Companies like Coca-Cola and Airbnb used storytelling to become recognizable brands . Coke used “ Holidays ads coming ” to become the official flag off of Christmas while Airbnb differentiated itself in a crowded market via the “ Live There ” campaign , using locals ’ stories to show how it offers unique travel experiences that hotels cannot . This helped Airbnb to grow its brand and market share .
National brands benefit from storytelling too . The Irish government ’ s “ The Gathering ” campaign invited people with Irish heritage to reconnect with their roots , using real people ’ s stories to highlight the emotional connection with their ancestry . The campaign was successful in increasing tourism and promoting Irish culture and heritage .
The tourism board of New Zealand has also used storytelling to promote their country as a tourist destination . They have created a campaign called “ 100 % Pure New Zealand ,” which focuses on the country ’ s natural beauty and adventurous spirit .
Storytelling can also be used to increase personal brands . The Obamas were reportedly paid over $ 65 million for their stories to be told and this raised their brand value as more people talked about them and felt more connected to them after reading their stories .
Stories rule the world and if you are not telling your story , you don ’ t exist . The best way to secure your legacy is to tell your own story . In doing so you ensure that history will indeed be kind to you . These were the words of Sir Winston Churchill when he boldly declared that history was going to be kind to him . When asked how he could be so sure , he said that he was going to write his own history . The ability to tell our stories - whether at a national level , at a corporate level or at a personal level is going to be key to the success of any entity .
Storytelling is a powerful tool that can be used to grow brands . When used correctly , storytelling can create an emotional connection between a brand and its audience , making the brand more relatable and memorable . However , not all stories are created equal , and telling the wrong story can have negative consequences .
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Telling the right stories internally will shape the culture of an organization and save the millions spent on hiring consultants to help them change their culture . A powerful internal story telling drive backed by substance will do more to change a culture than the worlds best consultant will ever do .
The power of storytelling lies in its ability to engage the audience on an emotional level . A well-told story can inspire , motivate , and even change the way people think about a brand . For example , Apple has used storytelling to build its brand into one of the most recognizable in the world . Their advertising campaigns , such as the “ Think Different ” campaign , use stories of people who have made a significant impact on the world to inspire their audience to be innovative and creative .
However , storytelling is not without its dangers . Telling the wrong story can have negative consequences , including damaging a brand ’ s reputation . For example , in 2017 , Pepsi released a commercial that was widely criticized for trivializing social justice issues . The commercial featured Kendall Jenner handing a can of Pepsi to a police officer during a protest , implying that a can of soda could solve complex social issues . The commercial was widely criticized for being tone-deaf , and Pepsi ultimately pulled down the ad .
Another example of the dangers of telling the wrong story is United Airlines . In 2017 , a video of a passenger being forcibly removed from a United Airlines flight went viral , causing widespread outrage . United Airlines initially responded by defending their actions , which only served to escalate the situation . The incident damaged the United Airlines brand , and the company was forced to make significant changes to its policies and procedures to regain the trust of its customers .
One of the most underutilized uses of story telling however is using it to shape organizational culture . Traditionally our cultures are birthed through the stories what we have been told and this is how it goes from generation to generation . This is a very powerful tool when it comes to shaping corporate culture . I know the fear of a lot of people is that that stories of the past keep us in the past . Well , not if they are told with the intention to move things forward . And who says the only stories that need to be told are stories of the past ?
I was working with a multinational that was doing great things . However , their staff had no clue about how great the company was . They were just coming to work every day and doing the same routine and no one ever told them of the impact that they were making .
There is a difference between a bestselling book and a best written book . The fact that it is bestselling does not mean it is best written . Magic happens however when a best written book can also become a bestselling book . A company may have some best written stories that are happening but unfortunately no one is telling these stories and as such perception remains unchanged regarding the company . I have had clients who learn about their company from the media . Can you imagine how that sounds . You work in a place and you create the magic but you are never told about the magic that you created but the media is told and so you hear about the magic you created from outside . How can such people have ownership ?
Leadership needs to identify all the great things happening in different departments and subsidiaries and then package these stories for specially targeted audiences which will include all stakeholders . Staff need to get regular updates and stories about the progress being made by the company . This will be at a departmental level and then at a global level . Each person needs to be told the right stories for their departments and they also need to hear the right stories of what is happening elsewhere in the company . This will boost morale and few things deliver as best as a team of motivated staff .
Secondly , stories need to be crafted for
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