More marketing bollocks

According to my warc news bulletin this morning, eight out of ten Britons think brands should be telling stories, but a similar proportion couldn’t give a memorable example when asked by a new survey.

“Content marketing specialist Headstream polled more than 2,000 UK adults for its Brand Storytelling Report 2015 to discover their feeling towards brand stories on digital channels and found that 79% felt it was a good idea for brands to tell stories as part of their marketing and customer communications.”  Che?

“Storytelling has become one of the key phrases behind any modern marketing strategy,” platituded Headstream CEO Stephen Sponder. “It’s clear that people want to hear and see more engaging narratives,” he told The Drum.

There are many possible explanations for this astonishing (not) anomaly:

The most plausible one is that no two people  mean the same thing by this latest buzz word bingo nonsense.  It’s vague and borderline meaningless.  We, the marketing folks, know what we mean (sort of) …ish in a certain context.  But no real people out there in research land can give an example, because this is an example of marketing people talking to themselves.  Nobody talks like this except us.  Let’s try and keep the jargon for ourselves and use proper words and concepts that exist in the world out there when we’re talking to “them”.

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s