When we are Kids we learn everything through stories. Right? And what are some of the things what we learn through stories? I will tell you. Values and beliefs, eg how to treat your elderly. We also learn simple things like animal names, things etc. A story teller uses the power of human imagination to take you through different elements of the story such as Visuals, Emotions, Feelings, Challenges etc.
In this episode I will explain how stories can build brands and how it is so powerful, and the psychological aspect of how it connects with a consumer.
Once I was walking through the streets of Dubai looking for a good place to eat. Now I have given you very limited information. But you have already imagined a lot of things right, Tall buildings, fancy cars, Busy or calm street, type of restaurants, what I am wearing, am I happy or depressed. if you don’t know me. based on the tone of my voice you must have imagined Tall Built fella. Well I am 6.2 So I am tall. But do you see the power of your mind. Within a fraction of a second, you imagined all these things. I never gave you any of these details. Pretty powerful mind you have.
But what happened there. You and I are on the same page right. I am in Dubai. We connected, you believed me within a second. And that’s the power of story telling.
Now the million dollar question. How can we use this in marketing.
George Clooney selling his tequila company for billion dollars is great example of this. Casamigos brand took off majorly because of the story behind it. Story of two friends creating the best tequila for themselves took all of the media by storm. Although they say its an accident when you read the story we can see a lot planning elements underneath.
Here is how the story goes, George Clooney and his friend was in Mexico on a vacation. You have already imagined a house on a beach right. Having fun. Even on his vacation did you imagine Mr Clooney in his signature suit. I did. They got this idea for creating an amazing tequila so that they can party with their friends. See where your imaginations took you. Anyways they tested around 700 samples and combinations. Finally they struck gold. And it was a hit among their friends.
They started ordering more and more of the combination. Finally they had to take a liquor licence to place kind of larger party orders.
That’s what they did and this story became popular. A massive number of news organization in the US spoke about this story. And it became a hit. Not over night but it was sudden.
Long story short, the brand was sold for a billion dollars.
Look at most popular billionre stories you know. You all connect with the human element of it all.
Apple and google, Started in garage. Bill gates and Zuckerberg, College dropouts. Elon musk, made his office his bedroom and took showers at the YMCA. Jeff Bezos, Didn’t have a bloody table to pack the orders. They were doing it on the floor in 1997. Now they have the biggest Inhouse logistics segment in the world with 100+ aircrafts. Just imagine about all the news that came out of your region regarding the new products and how innovative they are. All of them may not have succeeded because they are not business savvy but they got the publicity because of a story.
They got a fighting chance. You have one too. Tell your story. I keep telling my story where I lost everything in my previous business and how me and my partner started Kreative clan with zero investment and how our hard work and perseverance gave us a fighting chance even while I was bleeding money from previous losses. We stuck it out. We believed in each other and with an amazing team we are a reputable firm now. And most of the credit goes to my team who sticks with us no matter what the situation is. We are not building the smartest team. We are building a team that can push through anything. And they are smart too. Ofcourse. You come at us with Knife, we go back with a sword.
