Marketing of the XXI Century - Essay Example

Storytelling presupposes that a consumption storey protagonist tells a personal story in which he consciously or unconsciously intertwines a brand. Most often the existence of the brand influences and changes the protagonist`s life for the better (Woodside et al., 99). Storytelling in business is exceptionally important because it creates credibility for the brand making the product more real. Good myth can deliver the main message less persistently and more naturally.

It is impossible to create something that will not breed similar concurrent products; however, it is possible to make the product unique. Myths shape information about the product in an effective way- not with facts but with coherent experiences of people. We all are prone to believe more in what we read or what feel and experience and storytelling and myths in marketing is the most reliable way of facts presented. It is also important to mind that stories are usually shared, not facts, and the probability of the advertisement with a good story going viral is much higher (Thomas 1).

Whole Foods, one of the biggest health food companies in the United States is a good example of effective storytelling. Their myth is about the health benefits of their products that change the life of consumers. They claim that natural food is much better for the body and you as you will feel more energetic and healthier eating it. Those who consume this food care about themselves while those who prefer other products do not (Mathews & Wacker, 13) Nike is another example of effective storytelling in marketing.

The company is selling the myth about personal perseverance and resistance to the world and the following success. Nike has created a philosophy based on sportsmen who dedicate their lives to fighting with ordeals, rivals, and themselves finally and achieving success in this fight. In the story, the product itself is placed in the background with the accent shifted to the pure emotions. Nike shoe e is just the condition of achieving success while strong will is what is required. Oldsmobile can serve as an example of bad storytelling in marketing.

It is always important to understand who is the recipient of the story while this company failed to take it into account. They tried to reinvent their image by stating that Oldsmobile is for young and hippy people which made their loyal customers believe that they are old and “outdated” themselves. So storytelling is crucial for winning the target auditory, connecting to them emotionally, and sharing the story about the product.