For all brands authenticity is one of the real hot buttons in their efforts to connect with consumers and build highly engaged relationships.
Brands are telling their story at every opportunity, spruiking provenance, craftsmanship and history – regardless of whether they’re a start-up or a hundred years old. This trend means two things; 1) Consumers will be growing a thick skin and sense of cynicism towards these claims, and 2) those brands with real authenticity will need to find better and more engaging ways to claim their cred.
Montblanc with their recently released “The Montblanc Story” have gone all-out to do just that. Starring our own Hugh Jackman, Montblanc have put together a classic, highly polished short film that tells their brand story (and it is one that deserves telling), features their products and provides an opportunity to connect with a new, younger audience as well as reconnect with their existing consumers. Through it’s story, Montblanc seeks to claim a ‘Pioneering’ position, which is an interesting and potentially powerful proposition for a classical, luxurious and historic brand.
A beautiful example of brand story telling that is relevant, engaging and ever-so on-brand.
David is the founder of Truly Deeply, a brand agency with 25 years experience working with brands to position them for growth. His deep expertise is in the creation of high engagement brands that attract the attention of their audience and stand out from their competitors. David has extensive experience working with corporate, retail, food & beverage and entrepreneurial clients. Find out more at…
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