Many companies this Christmas have been exposing the holes that exist within so many families and embracing the real and raw situations that are painfully highlighted every year for a large lot of us – and it’s winning everyone over.
A brand is more than just marketing and a fancy logo – the brand tells your story. Therefore, getting your name out there, and having campaigns around awareness, understanding and education for your brand is an invaluable first step.
Sales activation, making sales happen, may seem a more obvious priority. Others will argue that a balance between the two is needed, but that answer seems trite. Brand building on the other hand, could be viewed as just a ‘nice to do’ — particularly by medium and mid-market companies.
Marketers are always looking for ways their business can stand out from the rest, and storytelling is a particularly strong route for provoking emotions among prospects. Where do we draw the line when it comes to exploiting characters and film narratives?