If you have a great story to tell, tell it.

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.

For example.

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?

Exactly.

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.

Beer is all in your head.

4 responses to “If you have a great story to tell, tell it.

  1. That story would almost make me buy a bud, or consider applying for a job there. But because they didn’t run it, I’ll refrain from both.

  2. I love that story, but they’re right, people are irrational when choosing their beer. And if Bud were to step into a marketing placement of “hand-crafted quality, generations of passion” (or whatever the copy might say), then they’d throw themselves onto the same playing field as many smaller brew-houses with probably very similar, albeit smaller-scale stories.

    But for the most part I agree, I wish more companies had the balls to simply show themselves in an honest narrative.

    • brent , i think they (A-B) realized that you can’t have it both ways. you can’t be the biggest selling beer in the world AND yap on about how awesome you are.

      there is a sizeable chunk of America that simply didn’t want it to be true. Hating on Bud was part of their identity. Sad as that might seem

  3. I really like this. I’m going to add it to the outline process we use to help people come up with blog post ideas. Stories are tremendously powerful and should be mixed in with other forms of good content.

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