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From status symbols to status stories
April 2008 | From status symbols to status stories
Ah, storytelling, yet another holy grail in the wonderful world of marketing. What’s new in this field? How about companies no longer inundating consumers with their ‘brand stories’, but instead helping customers tell a story to other consumers. Not to promote that particular brand, but to make those customers more interesting to others. Curious?
Brands have been telling their stories for decades now. Typically, in a mass-advertising, mass-branding world, the ‘telling’ has involved reaching (and impressing) as many consumers as possible. Those who literally bought into these storied brands then gained the respect and admiration of other brand-exposed consumers.
Example: if you’re Jaguar, and your (expensive) story is about old money with a dollop of English eccentricity and the whole world is aware of this, then consumers craving recognition from anyone impressed with this kind of lifestyle only need to buy one of your cars to bask in the glow of their peers’ admiration.
However, while well-known, storied and very visible STATUS SYMBOLS will dominate consumer societies for years to come, they will face increasing competition from STATUS STORIES:
More at:
http://www.trendwatching.com/trends/statusstories.htm