Georgia Ann Richter - thanks for sharing this video with me, very thought-provoking. Throughout my career I have focused on B2B Brands (although I always like to caveat that the "B's" (businesses) are made up of "C's" (consumers.) Let me offer up my thoughts/reaction to this "vibe shift" - pun intended - when thinking of marketing to B2B audiences: Pro "Vibe" - In general, B2B audiences, overwhelmed by content, benefit from a strong "vibe" that instantly communicates trust through concise branding and messaging. While this approach aligns with fast-paced digital trends, storytelling remains vital for building relationships, conveying complex ideas, and fostering long-term trust. Pro "Storytelling" - However, storytelling remains a powerful tool, particularly for building deeper relationships and conveying complex ideas. Stories can provide context, evoke emotions, and make your brand more memorable by connecting on a human level. In industries where decisions are high-stakes and involve multiple stakeholders, a compelling narrative can differentiate a brand and foster trust over the long term. While a "vibe" might capture initial interest, storytelling is essential for nurturing leads and converting them into loyal clients by fully explaining your value proposition. To my fellow #Marketers (#B2B and #DTC) what do you think?
We don't have time for stories any more ❌. Part 5 in my post-millennial trends series: how the fragmented media landscape has caused a shift from 'brand as story' to 'brand as mosaic', and how you need to set up to respond to a culture that feels like you're being blasted by a firehose. #branding #marketing #brandidentity #brandstrategy #contentmarketing
love the balance between vibe and storytelling. what's your favorite brand that nails both?
aka LO$$ RATIO ▏ Insuretech Aficionado ▏ 🎥 Creator
3moI think it all depends on the brand & product. You can definitely go way farther faster today, without storytelling, than you could even a few years ago. Still value in storytelling, but not nearly as much.