What Makes a Compelling Brand Story?
In a recent spot created for MercedesBenzTV the German luxury car brand designed a wonderful piece of brand story-telling. As neatly defined by Chip & Dan Heath in their book Made to Stick, the most appealing (‘stickiest’) stories are those that are: • Simple; • Unexpected; • Concrete; • Credible; and • Emotional. When you apply these five principles to stories that align with your key messages, you deepen the emotional bond between your customers and your company.
In the MercedesBenz mini-film, Michael Schumacher test drives the new MercedesBenz SLS AMG in an extraordinary experiment. The idea behind this type of ad and the top-of-the-line cars they feature are designed to amp-up the level of aspiration associated with the brand, there-by accelerating demand for the entry level and mid-level models where the real sales revenue is to be found. I’m no motor-head, and no particular fan of MercedesBenz – I drive a VW Passat, but I gotta tell you this brand experience got my pulse racing and my auto-envy into overdrive.