You win some and you lose some

Brand storytelling is always something that has struck home with me (something the Blue Jays couldn’t figure out…) anyone can see this by digging through the archives of this blog. From Air Canada, West Jet, Apple, and Coke; even British grocery stores have been found in here and all celebrated for the same reason: they tell stories. These brands below are no different.

Well, kind of different. One brand hit the home run and sent the Jays to the world series (I will get over it one day). The other missed the bases and struck out three straight to end the inning and send the fans home in tears. There will always be next year *sigh*.

Airbnb shows a beautiful story of a daughter who found a way to help her father heal. The spot talks about the pain in Germany during and after the wall and how many are still affected to this day. It showcases a human bond that will never be broken and a heart that needed to return and see all the beauty that Berlin is today. This story was yes made possible by the service Airbnb provides but it was and is a real story that happened to real people, not a creative director in a shiny office tower in NYC. Real humans who feel, eat, sleep and mourn for the Jays. It is a stunning animated take on a human experience. I love it. I love the story and the way it is shown. As a marketing student, we know that brands who show value and share relevant information are the brands that have followers who will demand product at local stores. And isn’t that the goal? Check out the video below.

The other story is a brand that lost their way and their own story. It has turned into an underdog story that pulls at true American classic heart strings; Levi Strauss.

main-raw-two-horse

Image taken from levistrauss.com

Love the logo? Check out the story here

 

This brand went from the top of the world to the bottom of the donation bin in about 8 years flat. They have hung on and battled back. Through their tried and true use of being the “everyman’s jean” while introducing new product lines to help solve the problems of the modern woman, they have started to turn a scary drop around. Now, like the article says, they need to find their story and tell it. The Unzipped Blog, is one of the ways they are starting to do that. Like Airbnb, they need to step away from advertising and towards telling the stories of those who wear their jeans. Like The Story of Telling blog says, they need to overdeliver on their service to their customers to help create the crazy loyal customers they once had, a great way to do that is to celebrate the community they have in front of them. People want to have their stories told and to have brands pay attention to them. I mean how great is it when your favourite brand pays attention to you? And with Levi’s being the brand of revolutions it is perfectly fitting for them to tell many stories.

What are your favourite brand stories?

-M

Why I cannot stand Apple’s new ad

Apple; the world’s leader in creating a cult-like following.  Yet their latest makes me want to gag. Maybe that’s the point but frankly, it’s weak compared to their normal high standards and emotional appeal strategy. The video below features James Corden, The Late Late Show Host, pitching ad ideas to Apple execs.  He is great. The ideas are wild and outlandish but the lady with the iPad ruins it with her awkward and clearly placed and scripted banter. You’ll see what I mean below.

It makes me sad to see this obvious slide from their former glory. I have always marveled at the advertising creativity to come out of this company and hopefully this is just a tiny bump in what is to come. Maybe they’ll even bring back to glorious Mac vs. PC ads!

-M