From boardrooms across the U.S. and into end user’s hearts, personal brand stories are building bridges between companies and customers. Effective storytelling evokes strong emotions and hopefully, causes customers to take positive action. Feeding America and P&G and National Geographic are examples of how brands can use stories to eradicate myths while enhancing awareness of society’s plight.
With its mission of helping 46 million people and serving a network of 200 food banks, Feeding America is the nation’s largest hunger-relief and food rescue organization. To circumvent the idea that hunger is restricted to a certain segment of the population and to humanize the condition, Feeding America started a campaign, “Stories of Hidden Hunger.” In concert with the Ad Council and McCann New York, this program brings to the forefront the everyday struggles of hunger for working families everywhere. The goal is for individuals to move from non-action to donation by telling the personal stories of two families with working parents and their daily hunger challenges.
P&G and National Geographic
With the new release of a non-profit Children’s Safe Drinking Water (CSDW) Program documentary and national survey, Procter & Gamble (P&G) and National Geographic are raising awareness about the global water crisis.
Focused on telling the story of three women and their families, the documentary, titled, “The Power of Clean Water” examines the first-hand perspective on the daily challenges of accessing clean drinking water. To help transform these communities, the film shows viewers the benefits of P&G’s Purifier of Water packets which are distributed by Indonesian, Kenyan and Mexican distribution partners, ChildFund, CARE International, and World Vision.
To spark curiosity, help solve big problems, and push boundaries, National Geographic believes in great storytelling. Further, as Jill Cress, chief marketing officer of National Geographic Partners stated, “This documentary reflects the very real and powerful stories of people whose lives have been impacted by programs that provide access to clean drinking water.”
Currently, lack of access to clean drinking water affects 1 out of 10 individuals worldwide. Via these stories, the objective is to build inspiration to get others to act and be part of the solution to this worldwide crisis.
Whether you’re a non-profit, a start-up, or an established company, brand stories create the blindingly compelling content that gets customers to act. What brand story do you most want to achieve? What challenges are you experiencing? Tweet me at @circledotmktg.
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Sharon Gee is a consultant and marketer who specializes in helping global companies, start-ups, and small businesses thrive. A strategic thinker, Sharon supports CEOs and business leaders reach their goals through research, innovation, customer analysis, communication, and social media prowess.