Make them laugh, make them cry: Steal market share through powerful stories

Brands must consider how they want to be seen by customers on the other side of uncertainty. Those that invest in quality storytelling now, will emerge triumphant.

Dani Bassil is the CEO of Clemenger BBDO Australia and board member of Clemenger Group.

I could start this piece with statistics and data points about how difficult it now is to navigate a complex media and tech space for marketers, but not today.

There are plenty of data points that prove the complexity of ever-evolving marketing mixes and the increasingly complicated nature of tech stacks and data lakes. All those things are so important and in reality, they are table stakes for organisations and their partners to navigate.

Now, with the cost-of-living crisis set to worsen, the first response for brands is to stop spending in cost cutting measures. Makes sense, right? Budgets tighten everywhere as supply chain inflation wreaks havoc on the bottom line.

Spending less on communicating with customers may seem smart, but it’s not. The silent vacuum it creates will ultimately lead to loss of market share.

The point of maintaining spend during hard times is that your competitors will stop, predictably, so the money you spend now will work even harder.

The real opportunity here is for brands to think hard about how they want to be remembered on the other side of this, by those who matter to them most.

There is one thing that should rise above all now, and that is telling powerful stories.

The only real differentiator in the marketplace is your ability to tell your story better than your competitors.

For customers to remember you, you need to make them feel something, to do something.

Feeling is a big word I know, but it could be as simple as to smile, a feeling of relief (Amazon’s “Buy Now” swipe functionality is the perfect example of this through utility), or a feeling of happiness or a desire to laugh (such as the new “Shop ALDI First” campaign). But it can also be a feeling of fear, if you don’t want people to do something: like not speed, or text while driving.

Watch TAC’s “human crayon” ad and tell me it doesn’t make you feel differently about what you wear while riding your motorcycle.

It may seem like it’s smart to focus your efforts on your “value message” or your next promotional period, but don’t forget about your story.

Ultimately, it’s what people love about your product or what you stand for.

There has been a lot of talk about brands having a worthy purpose but it’s not about that. It’s about why you exist as a brand. VB’s “A Hard-Earned Thirst” is the most iconic of these.

It’s not some lofty purpose to save us from Armageddon. It’s the most incredible feeling of having a beer after a hard day: that first mouthful, that feeling of accomplishment to deserve it. It’s so simple.

And the work they did during the Covid-19 pandemic with vaccinations – “Matter of fact, get the jab” – was the perfect story to tell for the brand. It was a moment in culture that offered an opportunity to stand out, so that’s exactly what they did.

Stories can be so powerful. Use them in the right way now and you’ll reap the rewards long after this economic crisis is over. And perhaps the most purposeful thing a brand can do during a really hard time is entertain and engage their audience … even give them a laugh.

Dani Bassil is chief executive of Clemenger BBDO Australia and board member of Clemenger Group.