Adam Ryan of Axios recently wrote this about ‘Narrative Control’:
“The success of commodity businesses is primarily dictated by the perception that they have among their customers. That perception is cemented by the narrative control they possess.
Nike – best for athletes. Southwest Airlines – most family friendly airline. Starbucks – the most welcoming atmosphere.”
One way to create customer engagement is to create a narrative that encourages a need on the part of the customer. For them to become a part of the “best”, “friendliest”, or “most welcoming”, for example.
And any brand can do this. It’s not hard to tell a story. In fact, every company should be.
By creating a narrative that encourages becoming a part of something, customers are more likely to become invested in the brand and engage with the company.
The real trick is to do it with authenticity and humility.
Michael's Musings 