This is Part 2 of our three-part edition of Food for Thought. If you didn’t read Part 1, you probably should. Here is the link to catch up. The third and final part is here. Let’s get into it…
Something to understand:
We tend to be biased when it comes to the stories we make for ourselves or those we love. I remember in high school, my Canadian History books downplayed the exploitation and violence inflicted on the First Nations people. Those who win conflicts often have the power to shape narratives to their advantage. They usually showcase achievements, and emphasize perspectives, while potentially marginalizing or erasing others. A story’s hero and villain often depend on who’s paying the bill.
Something to buy
Most people don’t like to be used or manipulated; especially when it comes to marketing. When businesses try to connect with a new consumer group, they often risk missing the mark.
The failure of the 2017 Pepsi "Live for Now" campaign wasn’t the cringy title; it was because Pepsi was chasing a popular narrative. Jumping onto a trending narrative has the longevity of a high school popularity. But when companies get the narrative right; they win all the business. Dove's "Real Beauty" campaign boosted sales from $2 billion to $4 billion in three years. They took an authentic approach and adopted a narrative that challenged stereotypes and beauty norms. How they told the story played a key role in their success; it was perceptive and attuned to the environment and social dynamics of their target market. As we say… “Always be selling, just don’t be an asshole about it”
A business can quickly gain trust or approval by association; like adopting a surname to join a community. Dove’s narrative was legitimate because it had the right consumer insights and the appropriate people telling the story. I’m emphasizing appropriateness because authenticity is hard to buy. In the same way, students leverage institutional accreditation to gain recognition and approval in their professional lives, businesses adopt narratives and use endorsements to gain appeal and trust. Legitimacy by credit.
The strategic use of narratives can add credibility to a business’s reputation. Authentic stories, while challenging to attain, become valuable when aligned with consumer insights. Some businesses will go to great lengths to achieve that level of positioning, fostering relationships and dependencies that transcend cultural and political divides. By leveraging authentic connections, businesses can create new lasting impressions and build trust, while still selling the same soda and soap they did the year before.
Food for thought…