In this economic downturn, we have seen firsthand the impact of curbed purchasing decisions in the global business-to-business (B2B) marketplace. Where traditional acquisition marketing has struggled, brand storytelling is flourishing and has a direct impact on the marketing pipeline.
Robert McKee wrote that "Leaders use story to author the future." Why is this more important than ever? In these challenging times, your audience wants to be led through this downturn into the future that awaits them.
To better understand the key themes that inspire effective storytelling, let's look backward to look forward. Prior downturns have taught me there are six themes that are most relevant in brand storytelling during times of crisis: humor, nostalgia, optimism, patriotism, price and value, empowerment. But knowing these themes is not enough to create a story brand. To do that, we need to take a few more steps in our praxis.
So, how do you get B2B brand storytelling right? Here are a few guidelines that truly make a difference.