Problem: How is storytelling used to communicate corporate values to their constituencies?
The group defined the following learning objectives for the following PBL:
1. Learning objective: How do you build a story in marketing communication?
2. Learning objective: What kind of tools can be used?
1. How do you build a strory in marketing communication?
In order to start with the first learning objective, I would like to clearify some terms. Starting with corporate communication which was often put on a par with public relations and mainly about communication with the press. According to van Riel (1995), corporate communication aims at creating "a favourable basis for relationships with groups upon which the company is dependent." Corporate Communication focuses on all stakeholders, both internal and external.
Storytelling is used as kind of "framing information so that it is understandable, meaningful and memorable." (McLellan, 2006) According to McLellan internal storytelling can increase the understanding of corporate values and culutre among employees etc. and external storytelling can create added value to products and build trust and loyalty with the stakeholders. Storytelling is based on interaction with all stakeholders that the organization depends on.
In order to build a successful and effective story it is inevitable to develope a coherent communication strategy. According to Argenti (2013), there are four main areas that need attention when it comes to developing a communication strategy.
1.Set smart objectives regarding the expected outcome, identify available resources such as money, HR and time that are needed to achieve the objectives and focus on the organization's reputation that is based on how constituencies see the organization.
2. Analysing those constituencies the organization will reach with the delivered message: (who are the organization's constituencies, what do they think about the organization, what do they think and feel about the adressed topic). At this stage, the organization has to consider that there are mostly no clear lines between goups of constituencies and that they also interact with one another. First, identify important stakeholder groups (employees, suppliers,etc), then prioritize and segment those groups into more specific target groups (Cornelisson, 2011)
3. The right timing and suitable communication channels are of great importance.
4. Analyze constituencies' responses regarding the delivered message. According to this analysis the organization can decide if they have to react and change something. This whole process which is illustrated below can be seen as a circular process rather than a linear one.
 |
| Corporate Communication Strategy Framework (Argenti, 2013, p. 43) |
 | |
| SMART objectives |
Furthermore, considering cross-cultural factors is very important.Those different cultural factors, beliefs and values influence the way people respond to messages.
Companies have to focus more on the added value for the customer rather than on the organization itself, the organization should just help as supporter of the whole message.
2. What kind of tools can be used?
Carefully structure your message behind the story:
- direct messages reveal the main point first and then explain it in more detail
- indirect messages point out the detailed context first and then reveal the main point
Psychological ordering of information:
- get the audience's attention
- convince the audience that there is a need or a problem
- suggest solutions that can satisfy the need
- call for action
Create characters that enable your audience to become emotionally connected to them (Gunelius, 2013)
Gaps
in the stories can be interesting, so the audience can construct parts
of the story by themselves: with this they can identify with the story
in a better way and maybe even become a character in the story. (Shankar
et al, 2001) ("Make your customers the stars" build trust and good will
- Dove)
celebrate your uniqueness
inspire if you can: don't speak from a position of power but of humility (example of Nike: everyone can achieve something great when they just decide to start)
 |
| http://www.europeanbusinessreview.com/wp-content/uploads/2013/11/Screen-shot-2014-05-webat-09.42.26.jpg |
Practical Examples
Guiness
Guiness uses a lot of emotional brand storytelling! The company tries to convey the image of loyalty, friendship and different choices we have to make. This image is illustrated in different evocative ways that will stay in the mind of those people watching this spot. One way Guiness presents this image, is a basketball game between men in wheelchairs. At the end of the spot the viewer finds out that only one of those men is an actual wheelchair user and his friends just decided to play wheelchair basketball so that they can play all together. "Dedication, loyalty, friendship - The choices we make, reveal the true nature of our character." This emotional example you can find here: https://www.youtube.com/watch?v=Ap2ikE54PrM
Guiness uses a lot of emotional brand storytelling! The company tries to convey the image of loyalty, friendship and different choices we have to make. This image is illustrated in different evocative ways that will stay in the mind of those people watching this spot. One way Guiness presents this image, is a basketball game between men in wheelchairs. At the end of the spot the viewer finds out that only one of those men is an actual wheelchair user and his friends just decided to play wheelchair basketball so that they can play all together. "Dedication, loyalty, friendship - The choices we make, reveal the true nature of our character." This emotional example you can find here: https://www.youtube.com/watch?v=Ap2ikE54PrM
GoPro
"GoPro-Be a hero"; GoPro uses a different way of storytelling for promoting their brand. They do not show or mention their product during the whole spot but they illustrate how their product can be beneficial throughout an emotional story. In this specific case, GoPro promotes that their product is able to capture the most inspiring moments of your life, for example rescuing a little kitten. One example can be found here: https://www.youtube.com/watch?v=CjB_oVeq8Lo
Dove
Dove seems to be a master in brand storytelling. The company is well known for emphasizing real beauty and showing average-looking women because most of the visitors can identify with. However, they started to extend this idea and include men and their stories. Dove highlights the overall message that the stongest men are those who care with different emotional stories. I just want to emphasize two examples: https://www.youtube.com/watch?v=47WWytrYtDw
https://www.youtube.com/watch?v=KJDIDKQIMNI
Sources
- Argenti, P.A., 2013, Corporate Communication, 6th edition, McGraw-Hill - Cornelissen, J., 2011, Corporate Communication. A Guide to Theory and Practice, 3rd edition, SAGE Publications
- Ferguson, S.D., 1999, Communication Planning. An Integrated Approach, SAGE Publications
- Gunelius, S. 2013, 5 Secrets to use storytelling for brand marketing success, published in Forbes
- McLellan, H. (2006). Corporate Storytelling Perspectives. The Journal for Quality and Participation, 29(1), pp. 17-20, 43
- Shankar, A., Elliot, R. & Goulding, C. 2001, Understanding Consumption:Contributions from a Narrative Perspective. Journal of Marketing Management, 17, pp. 429-453
- Van Riel, C.B.M. 1995, Principles of Corporate Communication, London: Prentice Hall
