Name that Brand Story...

Story telling is a powerful communication tool—and brands that are associated with strong stories have a significant advantage over those with weak or forgetable stories. In fact, some brand stories are so ingrained in our culture that they are easily recognized with just a few details. See if you can name this brand:

Brand X got its start when the founder made innovative changes to the soles of his athlete's shoes to help them run faster. The brand was named for an ancient god and over the next two decades was adopted by many internationally known athletes.

In it's more detailed version, it's a story of seeking a competitive advantage, working hard, and achieving a goal. So what brand is it? Would you believe Reebok?

In the 1890s, Joseph William Foster added spikes to the soles of his shoes to help athletes run faster. His company was originally called Mercury Sports. And the brand has been worn enthusiastically by many of the world's best known athletes—most famously the runners of the 1924 Olympic Games featured in the movie, Chariots of Fire.

But if you're like most people, you didn't guess Reebok. You guessed Nike. With good reason.

In the 1960s, Bill Bowerman and Phil Knight added a special waffle pattern to his shoes to help athletes run faster. Their company was named Nike (after the Greek Goddess of Victory) and the brand has been worn by many of the world's best known athletes.

Both companies share oddly similar beginnings. But only one is known for this story. Why?

Nike has embraced the story of innovation and achievement, while Reebok has almost run away from it (despite their 70-year head start). While both companies began with passion for athletic achievement, today only Nike can tell that story. More than forty years later Nike continues to embrace its founding values (examples here, here, and here). And Reebok? Not as much. (Other examples here and here.)

So ask yourself this: is your brand true to its brand story and values? Or are you leaving your most important asset for your competitors to run away with?

Comments

[Linas Simonis, PositioningStrategy]

Good post, Rob.

What I want to stress is that when a story is told by the CEO this is more credible and more powerful.

That's why every CEO must start a business blog where stories must been told.

[rob]

Linas-

Thanks for your comment.

You're right--the responsibility for telling the company's brand story lies first with the CEO, though all other shareholders (employees, execs, investors) must do their part.

I don't necessarily agree that all CEOs should have a blog. It's a good fit for many, but less so for others. Blogs are a great tool for engaging customers. For CEOs willing to learn how to use them effectively, they will be another option for telling their brand stories.

-rm

[Linas Simonis, PositioningStrategy]

Rob, it's an interesting issue - should a CEO have a business blog or not.

If you look from the CEO perspective, you will find out that most CEOs' don't have characteristics necessary for the successful blogger.

But if you look from the customer perspective you will find out that all (OK, almost all) CEOs' must have a business blog.

In fact, this is a complicated issue. I even wrote an entire e-book on this topic - "The New Rules of Business Blogs". You are welcome to check it out in my blog at www.positioningstrategy.com. Please feel free to post it on your blog or pass the e-book to whomever you believe might benefit from reading it.

[rob]

Thanks Linas, I'll check it out.

-rm