Humans are addicted to storytelling.
It’s how we connect with each other.
How many times have you told your all-time favorite stories to people you meet so you can bond with them?
It’s how we carefully and entertainingly reveal ourselves to the world.
Advertising is exactly the same.
We tell stories about brands that show them in a good light.
So if you have a great story, tell it.
But you’d be amazed at some brands choose to show the wrong facet of themselves to the world.
Or are embarrassed to put a spotlight on themselves for some reason.
I remember when I worked on Budweiser we (the creatives on the account) would salivate at bringing certain realities about the brand to life, but the marketing management resisted.
There was a whole slew of facts about the brewing of Budweiser that would astound and impress the average American.
And we were sure they would make for great advertising.
Every day samples of Budweiser from the eleven nationwide breweries were flown in to the St. Louis brewery at 3 pm.
And the senior management, including members of the Busch family, who were all brewmasters, would taste it and evaluate it.
Every single day.
How cool was that? And how much does it mess with your probable image of Budweiser as a mass produced corporate beer?
You can’t beat a great true story.
But the Anheuser-Busch guys demurred.
Partially I think because they were a bit shy.
And partially because they understood more than we did that beer is an irrational choice.