Narrative Assets

Heinz Ketchup Still Tops For "Every Hot Dog Story..."

2009-06-29T16:42:55-04:00

While downing my cereal this morning, I was surprised to see a replay of the old 1985 Heinz ketchup commercial. Played to the tune of Cole Porter's "You're the Top", the commercial shows why Heinz ketchup is still the King of the condiment aisle.

The ad made me stop in my tracks and, for a moment, I was able to leave the world behind and relive my fond childhood memories of family dinners and BBQ's.

Heinz ketchup is a brand that has been able to reach and maintain iconic status. When I eat french fries, hot dogs or hamburgers...I don't just reach for any ketchup. I reach for Heinz.

The brand is celebrating 100 years of success in Canada, and is on the hunt for the fan of the century. Ketchup lovers are invited to submit stories online of why they think they qualify as the fan of the century. Fun facts and the chance to win instant prizes are also part of the contest website.

What is it about Heinz ketchup that helps it achieve such iconic status?

1) It's a great product. No matter where you go in the world, if they serve you Heinz ketchup you know it will have the same great taste

2) The brand tells a story. It brings back fond memories of family BBQ's, of the culture from which we come...of community events surrounded in good fun and well-being. Heinz has capitalized on the ability of its brand story to transport us to a different place and time

3) It has set the standard for quality in the market. I refuse to buy any other ketchup than Heinz

4) The ability to keep up with the times through an effective combination of music, advertising and technology. The ads are entertaining, and the company combines print and interactive campaigns in rather innovative ways

What are your memories of Heinz ketchup? What else has Heinz done to make it such an iconic brand? What stories do you relive by using Heinz ketchup?

Wal-Mart And Kraft Use Logos To Soften Their Stories

2009-06-15T13:53:40-04:00

In an effort to "soften" their image in the mind of the consumer, both Wal-Mart and Kraft have redesigned their logos. The old logos were both upper case, and gave consumers the impression of old world dominance and authority. In the world of corporate rebranding, it's now more important to appear friendly and approachable to consumers in an effort to suit the demands of an increasingly complex marketplace. To do this, major corporations will continue to rewrite their stories through the use of branding and visual design.

When undergoing a change to logo design,the use of colour, image and typestyle can greatly strengthen the perception of a brand. The new Wal-Mart logo uses lower case letters and incorporates a bright yellow sun into the design. The tagline "Save money. Live better." addresses the need for consumers to adjust their lifestyle to reflect the changes brought out by the current recession. It seems that, through changes in their logo design, Wal-Mart wants to give the impression that they understand what we're going through. Instead of being the big bad guy on the block, they want to show that they're ready to be your friend in an unrelentingly difficult economy.

Kraft has taken a similar approach, and has dropped the old upper case hardened logo for a "softer" lower case version. It also incorporates a "smiley face" that explodes into a burst of colour. The word "foods" has been added to the logo, and the tagline "Make today delicious" addresses the ability of the brand to make us feel good - after all, in a world that's becoming increasingly complex,what food doesn't?

As someone who grew up in a consumer world riddled with corporate dominance, I find it interesting that large corporations are dropping their age-old need for dominance and are finally making changes that are geared towards changing consumer perception. I welcome the digital age where the choice of what you write - and how you write it - can have enormous implications in the world of consumer perception. The time has come for corporations to adapt to consumers, and create messages that we are willing to hear!

Which other companies use their logo to convey a positive consumer story? What is it in their logo that enables them to tell their story in that way?

Eddie Bauer Returns To Everest With Social Media Campaign

2009-06-02T14:51:28-04:00

I was shopping at Eddie Bauer a few weeks ago and grabbed a promo piece from their front cash. The postcard size piece was advertising their "Return to Everest" social media campaign where chosen legends of American mountaineering would climb the mountain and post their experiences on a daily blog.

The campaign site is called First Ascent and also serves as a place to showcase the Eddie Bauer products that were being tested as part of the ascent. The visuals are gripping, and the storytelling approach combined with use of social media makes for a highly entertaining and effective campaign.

Reading the posts makes us feel as if we're part of the expedition team, as we enter a world of high adventure and high stakes towards the summit of Everest. The posts read like excerpts from a mountaineering novel, and readers are invited to post comments on the blog. There are also great video clips to bring the reader into the high altitude climbing experience. Talk about being drawn into the product or brand!

The experience is both inviting and entertaining, yet also serves as a backdrop to sell the Eddie Bauer product. What an interesting and effective combination of print and interactive media, with some interaction at the store level. For the technologically inclined, there are also direct links to the campaign on Facebook, YouTube and Twitter.

Stories are a great way to showcase a brand. The experiences of real people matter to us, and make us feel as if we're part of their adventure.

Can you think of any other cool campaigns that could have been tied into this one?

Chanel No. 5 Launches Internet Film To Create Buzz For Product

2009-05-21T16:11:41-04:00

The fragrance industry has always been known for its inventive advertising that targets the would-be romantic in all of us. Chanel's latest foray into the ad world includes a 2-minute film clip that it recently launched on its internet channel.

Rather than designing a TV ad, Chanel created something that utilizes the power of film to attract and engage an audience. It draws upon the power of old world cinema, and brings us into a story that involves travel, romance and intrigue.

It's so refreshing that Chanel took the time to do it right. The visuals are mesmerizing and you feel as if you're in the middle of an international spy novel. Other brands such as BMW have used the power of cinema to tell a story. Years ago, the film ads created by Guy Ritchie drew huge buzz in the advertising world. They probably sold a lot of product too.

The use of film as an ad tool on the web makes us feel as if we're a player in the brand story. We're drawn into the plot, and can't help but remember (and talk about) our experience. The combination of sound and stunning visuals just add to the fantasy...and can only add to the product's appeal.

The website also features links to a behind the scenes look, as well as the background to the Chanel No. 5 story.

Do you find the use of ad films effective? If so, why? If not, why not?

Personal Storytelling Through Artifacts

2009-05-01T16:16:46-04:00

Webster's Dictionary defines an artifact as a "characteristic product of human activity." In the world of storytelling, artifacts can tell us a lot about someone's personal history and experiences. Artifacts define us, and offer a way to map out and understand key milestones and years in our lives.

In an effort to retrace my roots and experiences, I found it interesting that most of the key phases in my life (childhood, teenage years, working world/adulthood) could be traced back to key brands and/or consumer products. A certain brand, item or place tells me a lot about what I experienced during each phase. Artifacts have the ability to bring me back to a certain place or time, where things seemed much simpler. They have the timeless ability to recreate certain feelings and/or emotions...regardless of which phase of my life I'm in at the moment.

World-class brands have the ability to move us in ways that can't be designed with a marketing plan. They become artifacts of sorts through their ability to bring back certain moments in our lives. A few have even earned their place as cultural icons that defined a certain generation.

If I could create a timeline of artifacts that have relevance in my mind even to this day, they would include:

1) The Pet Rock (characterizes the fads of the 70's)

2) Campbell's Chicken Soup (reminds me of being taken care of in my childhood - especially when sick watching TV in front of the Flinstones)

3) Milka Chocolate - My German grandmother used to always bring us Milka chocolate during her visits to Canada - it became a standard item during the entire time I was a downhill ski racer and represents a big period of joy in my life - I still buy the chocolate today

4) Fender Squire Bullet guitar - Reminds me of my early adult years living in Toronto's Beach Community (and attempts at trying to get into the music industry)

5) Roe Racing Slalom Boards (still used to this day) - Reminds me of my teenage years and high energy, carefree times where fear was not a factor!

6) Partridge Family (OK, what girl wasn't a fan of David Cassidy?) - Reminds me of the years of camping, lunches in front of the TV and after school cookies (can't believe that I actually admit to remembering the words to certain songs)

I could go on and on, but it seems clear that artifacts offer an innovative form of visual storytelling. Much more than images, each brand or item represents a specific "Act" in the story of my life. When I see, listen to or eat these items, the emotions and memories come back in vivid form even to this day.

The lesson for marketers is clear. The images brought back to one person that are generated by a certain brand are probably consistent with other people's experiences. Use this to your advantage - and you'll create (or recreate) customer loyalty that the competition will find hard to beat. Dig beneath the surface, and we'll be your customers for life.

If you were to create a timeline of your key life experiences, which brands would be on your list?

Mercedes-Benz Website Appeals to the Senses

2009-04-17T14:22:10-04:00

As someone who's always on the lookout for websites that are able to convey brand stories in a unique way, I was thrilled to come across the Mercedes-Benz website.

Not only does the website give you all the product information you could possibly need to make a purchase, it takes advantage of key elements of interactivity by engaging our senses and passion for storytelling.

The homepage to the brand's e-Class car features an interesting story in which four-time Grammy winner Dianne Reeves and Formula 1 driver and Grand Prix winner Jean Alesi are paired together in a car in order to test the car's "sensitivity" and sense of well-being provided during the driving experience. Just as the car is deemed to be a sensitive instrument, so too is the voice of singer Reeves. Deemed "Concert in E", the result is pure magic as Reeves and Alesi set out to the tune of "Better than Anything."

This highly interactive approach to brand storytelling is successful on several levels:

1) The use of film and sound draws us into the brand and makes us players in the brand story

2) The tune is catchy and increases our propensity for recall

3) During the performance, car features pop up giving us the opportunity to learn more about the brand

4) The approach confirms the message that the sensitivity and overall sense of well-being provided by the brand is similar to the sensitivity found in the human voice

Bravo Mercedes-Benz for this unique approach. You're truly a brand leader and automotive icon! (check out the link to Mercedes-Benz TV too).

What do you think of this approach to brand storytelling? Why don't more companies use elements of storytelling to sell their product or service?

All A-Twitter About Twitter?

2009-04-02T13:54:34-04:00

Call me boring - or call me old-fashioned...but is it possible to be TOO connected?

It seems that everyone lately is on Twitter. I get emails from people every day saying that they're on Twitter, and asking me if I'm on it as well. Politicians have entered the game and you can receive "tweets" from everyone from Mayor David Miller to President Barack Obama.

Twitter describes itself as "a service for friends, family, and co-workers to communicate and stay connected through the exchange of quick, frequent answers to one simple question: What are you doing?"

As a new media specialist and marketing professional, I have a strong admiration for technology and its ability to engage communities all over the world. Finally, we all have a voice and most businesses are able to harness its tremendous power as a tool to showcase their products and services.

With this in mind, I can't help but ask one question: "Is it possible to be TOO connected?" While I like to keep in touch with friends and colleagues, do I really need to update them on my latest shopping trip or grocery list - or on the fact that my car is in for repair? And do they really want to know these things?

While technology has given us so much, I feel that some of us are losing a bit of ourselves in the process. Yes, it's cool to be updated on what people in your life are doing, but in an age that depends so much on interconnectivity - at what point does meaningful content become meaningless?

I'm not here to bash Twitter - and overall I think it's an interesting idea. I just wonder if maybe we're headed too much the other way.

So, what are you doing?

(For those of you who are interested, I'm spending the next week relaxing on a beach in Cuba. I'm taking a break from hyper-connectivity and am hoping the only "tweets" I hear are the ones singing on my balcony railing!)

Whatever Happened To The ART In Advertising?

2009-03-23T16:13:51-04:00

I love browsing through Vanity Fair magazine. The articles are always interesting, and I always find cool ads strategically placed throughout the magazine. Gorgeous models dressed in the latest fashions, famous photojournalists taking us along for the journey - it's a welcome escape for these trying times!

One day I was surfing their website and came across an interactive version of their January 1935 issue. The cover was a rather animated looking version of Uncle Sam with his hands folded behind his back (OK - perhaps he also looks like one of those Wall Street types who was able to get out before the big collapse).

As I continued to browse through the issue, I noticed something interesting about the advertising. Each ad looked like a mini work of art - and each accompanying image told a story. There were no 3 or 4 word taglines, but a description of the product told through the eyes of the narrator. It was almost as if each ad was a mini screenplay of sorts.

An ad for Listerine was titled "Noah Webster thought that colds were caused by comets." The story goes on to say how Webster reached that conclusion, then describes the real reason behind colds (viral) - and tells the reader how Listerine can help to fight colds. The ad even refers to a scientific study or two.

Besides their visual appeal and impact, what makes these ads appealing is the amount of thought put into them. I'm not saying that modern day ads don't require a large amount of idea generation and thinking, but it seems the ads of yesteryear tell a story that I can remember. The ads relate to me at a human level. They ask me direct questions, and pique my curiousity by telling me who else is using the product. The illustrations are top notch, and point to people's personal experiences as a way of relating to my own needs.

The point is that I remember the ads - which makes me remember the products.

Have we lost the ART in advertising? Did the ad execs on the hit TV series Mad Men have something to say - and can we learn something from the success gained through the use of more traditional forms of advertising? Is there room for story and a more "artistic" approach to advertising in our fast paced digital world?

3 Ways to Get Free PR In A Recession

2009-03-11T16:37:28-04:00

Times are tough, but they call for deeper and more creative measures to get the word out. Here are 3 ways to get free PR in a recession:

1) Find your angle and contact the editors of publications who could benefit from your expertise. If possible, create the angle around a timely issue. For example, does your product or service help the environment? If so, how? How could readers benefit by reading your story?

2) Volunteer to be a guest speaker at a trade show or conference. It's the perfect opportunity to showcase your skills to potential buyers

3) Establish yourself as an expert by joining the Board of Directors of an association. People will learn to recognize you as an expert in your field, and will start to come to you for advice when the time is right

So...selling your story doesn't have to cost an arm and a leg. Be innovative and smart - and don't give up. There are people out there who need to hear your story!

LG Uses Brand Storytelling To Captivate Our Imagination

2009-02-27T14:53:03-05:00

While browsing through a recent edition of Vanity Fair, I noticed a cool ad by LG. The ad (a 3 page colour spread ripe with visuals) features thoughts and comments by film director Edward Zwick and starts out with the header "The right vision makes stories soar" and quote:

"The way to make a movie is to understand that you're speaking to one person at a time, in the dark. You're telling them a story, gauging their reaction, watching in your mind's eye as they lean forward, making it as personal a telling as you possibly can."

The ad features LG's tagline (Life's Good) strategically placed throughout the spread, along with variations of the tagline that are in sync with Zwick's story ("Life Looks Good"). The visuals are great, and emphasize the integration of both old and new technology. The references to stories and storytelling are quite powerful, and the ad itself seems as if it's designed to represent a mini-film.

There are several interesting things to note about this approach to advertising.

1) The visuals are stunning, and through their clarity are able to easily convey the brand message that "Life's Good"

2) The copy dramatically matches the message of the visuals and one truly feels as if the ad was written by a filmmaker. Keywords such as "Powerfully moving human stories", "good old-fashioned storyteller", and "experience through his exquisite visual storytelling" make the viewer feel as if they're right there on the photo shoot with the director

3) The print ad features a link to the LG website, which offers more information about the director and his experiences with filmmaking. A series of short hip videos are offered featuring Zwick's comments on topics such as Inspiration, Technology and the Creative Process. Perhaps most intriguing is the opportunity to take a visual tour of Zwick's office. The tour is full of artifacts of his life - each with their own story as to how and why they earned a coveted place in his memory.

LG's creative use of storytelling in both traditional and digital ways is right on target. By designing the ad to look like a story in an actual film, we're drawn to the message and can't help but ask which brand this represents. Zwick's narrative is craftily embedded into the brand narrative, and together they weave a story that's both informative as well as compelling.

As brand guru Scott Bedbury once said, "A great brand is a story that's never completely told." LG's approach leaves the reader wanting more...a desire they fulfill by directing readers to an engaging and interactive website.

What do you think of this ad? Does it help LG stand out amongst the clutter?