The Ford Story

Posted: April 21, 2010 in authenticity, brand, film/video, story
Tags: , , , , ,

“Personal stories make the Ford Story as individual as you are. Read theirs. Submit yours.

Ford has recently launched a new storytelling campaign that is about sharing the stories of those who make Ford trucks part of their everyday lives. And it’s compelling. Just take a look at the OC Fireman profile video at

http://www.thefordstory.com/your-stories/how-we-rely-on-ford-super-duty-trucks-as-fire-fighters/

Sure, you could argue this video portrait is about Ford trucks. But mostly, it isn’t. And that’s the point. It’s about a universal protagonist – firefighters – doing what they do best by selflessly keeping us all safe. And the supporting players that makes it all possible are the Ford trucks they drive to the front lines of fires every day. This is classic story structure at work in a new story-based form of brand building.

A loveable protagonist (Ford’s customers and in this case firefighters) come up against an obstacle: fires that threaten you and me. We’re immediately invested in this protagonist as they are in essence our protectors and well, since 9/11 especially, they are one of the most iconic symbols of goodness in America today. In order to overcome their challenge of keeping the public safe, they need a dependable, strong, sturdy vehicle. Enter Ford trucks. Ford becomes the supporting player that helps the protagonists overcome their challenge and achieve their goal – keeping us safe.

Think for a minute about a story you could tell about a protagonist (your customer) who is overcoming a challenge that affects society at large. How is your product or service helping them achieve their goals? How do their goals help make the world a better place? If you can tell a story that answers these questions, you are one step closer to building your brand through the power of storytelling.

Think of one? Or maybe several? If so, it may be time to discover the best way to share some of your branded stories.

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