Over the years we have experienced the growth and dominance in the marketplace of fast fashion clothing brands invariably following a pattern of association in the domestic and then the international markets. The catalyst of this internationalisation effort relies on the marketing and branding efforts, not only for differentiation purposes and brand positioning in the global market, but to captivate new customers and engage them in accounts of personifying the culture and values. This cultural branding aims to achieve customer engagement across the global market, thus the consistency of retail management and brand messaging is extremely important for this accomplishment. Brand storytelling can be used as a facilitator for growth and foster customer loyalty by engaging them at an emotional and personal level. 

Based on the report carried out by Nielsen’s Global Trust, 92% of the customers trust information recommended by people they know or through online customer reviews. About 58% trust editorial content and branded websites and 47% on advertising, therefore creating an identity and character of a brand helps a customer understand the value of the brand and its product. One of the classic examples of Brand storytelling is Nike, very few brands have effectively sustained a track record through its brand story. From its establishment in 1971 its primary mission has always been to provide inspiration to customer, which can be identified through the statement “if you have a body, you are an athlete”. Nike identifies sports as a universal language; it crosses cultures and borders and has the same approach when it comes to storytelling.

The “just do it” tagline against the swoosh symbol has become an international slogan for motivation to getting things done, and this is where the Brand builds loyalty. Identifying the fact that there’s always an excuse not to do something, they make the motivational message straightforward and simple – Just do it. And this philosophy is instilled in their stories of advertising. 

A particular one that has caught my attention is the story of the 86-year-old nun, Sister Madonna Buder. She started competing in triathlon competitions at 65 and is an Ironman triathlete; this is an underlining of the brands mission to inspire everyone across the world. By staying true it its roots and expressing its emotions across generations and sports, because for Nike life isn’t about discovering your limitations it’s about realising that there are none. 

The epitome of Nike is built on a hero archetype, making potential and impulsive customers like me buy their products through presentation of value and emotional connection in their products. This model of heroism makes us the subject of the product and encourages us to battle our inner self and not against outside forces.  It is effective because we all relate to a part of us who wants to laze around and watch a new series on Netflix instead of going for a run or to hit the snooze button instead going to the gym. We are able to engage to their campaigns because they are evoking emotions through their authenticity, which communicates their brand’s core values. It is a universal relation and touches a strong emotional point for most of us. 

Reference: 

S Solomon, M., Russell-Bennet, R. and Previte, J. (2018). Consumer behaviour. 4th ed. P.Ed Australia.

Widyakusumastuti, M. and Wiguna, D. (2018). Creating Strong Brand through Storytelling on an ApplicationBased Transportation Industry. SOCIAL SCIENCES & HUMANITIES, [online] (0128-7702), pp.232-234.