In a recent video interview with LVMH, Tencent’s Senior Executive Vice President, Chairman of Group Marketing and Global Branding shared his expert opinion on the future of story-telling in digital marketing and branding. Touching first on the late Steve Jobs’ belief in the importance of the story-teller in society, the focus shifted towards the modern principle that the use of story enables the creation of loyal disciples who follow a brand, rather than a product.

To emphasize the power of story to connect with human emotions he relates how a recent LV marketing and branding campaign captures the essence of the brand simply through images and words, putting the viewer into a story. Pointing out that the key to success is placing the consumer into the role of the narrative’s hero marks a sea-change in marketing and branding strategy and its presentation.

Lau then explains how, in an era of technological advances that often feel cold and distant, story can work with technology to allow people to reconnect with their humanity by touching on universal values and virtues. Facts and emotions are woven together in a fascinating parable of the human condition. The obvious conclusion is that developing a compelling story is no longer a marketing and branding luxury but a necessity for success.

Next to be addressed is the vexing question of how a brand differentiates itself in a world of content overload. The solution offered is that emotion stirring story-telling can be the ultimate delineator. Those brands that are able to associate themselves with irresistible stories become irresistible in their own right.

In order to develop effective methods of story-telling, Lau next points out while many brand’s missions are clearly defined; they often fail to turn characterization into action. The point made is that only results create real brand loyalty.

What follows are Lau’s three steps designed to ensure the creation of long term brand loyalty.

Firstly, brands must fully understand that humans need a sense of real connection with other humans. Then that vision of connection is wrapped into compelling stories. Finally, these stories are effectively communicated through the brand’s marketing and branding strategies.

Moving into the final phase of the interview, Lau offers LVMH brand leaders three key words pointing to the future of story-telling.

Technology heads the list. New technologies are re-creating marketing and branding, with Artificial Intelligence being the foremost. Organizational transformation is required to empower AI to deliver on brand promises.

Secondly is craftsmanship. Craft implies art, skill and persistence; but the point is made that blending a scientific approach to marketing with craftsmanship yields a scientific craftsmanship infused with creative art.

The third and concluding key is trust. Established brands require more than custodians, they require trustees who work to guarantee the trust that consumers put in the brand. Companies must be loyal and trustworthy guardians of their customers’ interests.

свернуть