BEYOND FUNCTIONAL AND EMOTIONAL BENEFITS, TO BRAND STORYTELLING
In an era of sameness, when every other brand’s Narrative is pushing the same benefits, there is a strong case to explore Storytelling to be Distinctive.
We see this with global brands like
– Johnny Walker- Keep Walking.
And domestic brands like
– Surf Excel, Daag achce hai(Dirt is good),
– Tata Tea, Jaago Re(Shines a light on issues).
The watch out is to ensure a link with product.
So a Fabric care brand, Surf Excel with a stain removal promise and a Tea brand, Tata where Tea wakes you up literally in the morning, are credible with such Narratives.
This allows you to break through clutter with a FRESH and ORIGINAL premise.
In the HIERARCHY of communication, – ATTENTION is the first layer followed by.
– INTEREST,
– CONSIDERATION and then
– ACTION (Behaviour/Purchase/Trial).
It gets your ad and brand noticed in today’s Hyper clutter times.
And is a Purpose centric message only for LEADER brands with established functional credentials who don’t have to make too much of the product story?
So Tata tea is a CHALLENGER brand and it gets it’s functional messages on Tea taste and flavour out through its sub brands Tata Tea Premium etc.
We drove a PURPOSE centric narrative on FORTUNE MUSTARD OIL with PURITY OF CHARACTER as the metaphor to sell 100% Pure mustard oil.