The power of storytelling
The other day I saw this fantastic video on www.brandchannel.com "Greatest BMW ad in history is not by BMW". They describe it as the greatest brand-building commercial of all time and propose that BMW should buy rights to it.
I believe it is story telling at its best with an authentic, touching and human message. Bill Costello and his family obviously love that bike. What more could the brand ask for? The story is certainly more trustworthy than your usual one-way advertising message and we all know how important trust is nowadays. Why pay celebrities and would-be celebrities to use your product and endorse it, if you have real life stories like this one?
There are many more stories like this one out there, just waiting to be told. Brands are well-advised to search for these stories, as the people telling them are the best brand-ambassadors they could possibly have.
I just wonder, whether BMW has gotten in touch with Bill Costello yet. If I were them, I certainly would.
Thank you Brandchannel, for bringing this to my attention.
January 25th, 2011 at 08:22
[...] für einen Werbung machen. „Greatest BMW ad in history is not by BMW“ heißt es auf Achim Müllers Blog, auf dem ich dieses Video gefunden [...]