The science and technology company can teach marketers a thing (or nine) about brand storytelling
is among many companies that are dialing up the use of brand storytelling or what I call signature stories, stories that communicate core strategic information about the firm and its strategy. the director of global marketing at GE explained how stories helped GE communicate its strategic message during a talk at the June 2016 ANA conference on Masters of B-to-B Marketing.
It all starts with GEs DNA, which always has been passionate about science and technology, starting with founder Thomas Edison. The GE goal is to be associated with this DNA as reflected by imagination, creativity and always being in motion. The firm is comfortable with geeking-out with people who find science and technology interesting. In fact, a key audience is people who are also into science and technologythose who will relate to GEs passion and strategy.
What is novel about GE for the past few years is the emphasis placed on stories, authentic narratives that surprise, intrigue and involve the audience while also being informative or entertaining. Several aspects of GEs approach are worth highlighting:
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David Aaker is the vice chairman of Prophet and professor emeritus at the Berkeley Haas School of Business. Called the Father of Modern Branding by Phil Kotler, he has published over 120 articles and 18 books, was named one of the top five most important marketing/business gurus in 2007, and has won awards for the best article in the California Management Review and the Journal of Marketing (twice).