COMMENTARY

Storytelling

Guest columnistAugust 12, 2014 

“A brand is a story that is always being told.” –Scott Bedbury

We are hardwired to think in terms of stories. From as early as childhood, stories become embedded in our thinking process when our parents and grandparents read us our first bedtime story.

Storytelling is a tried and true art form, whose rich traditions have been around throughout the ages, engaging our imagination while inspiring all those who listen. So it shouldn’t come as a surprise that the most impactful marketing messaging can be found in stories. Stories pull our audience in while touching them on a deep emotional level, appealing to their individual needs, wants and desires. Stories allow us to shine a light on the benefits of a particular product or service rather than just tossing the information out there.

Author and consultant Bob Dickman said; “If you don’t feel it, you won’t remember it.” That’s why we’ve been extremely protective of our brand narrative. Whether it’s been a story about a “front porch” growing up in small town, female friends on a quest to “reconnect” and share some quality time, or grandparents who cherish “family time” as they set out each year to explore new places with their children and grand-children, our tone has remained consistent in our written or audio communications.

Maybe that’s why audiences have found our messaging so compelling. Or why an independent comprehensive research study (conducted in April 2014) stated unequivocally “Congratulations to Lee’s Summit. Your (research) scores are not only high, but they are the highest scores we’ve ever recorded in each respective category since the creation of our study. In fact, Lee’s Summit is a benchmark community for marketing implementation and success in the nation.”

This is one of those stories that everyone who lives, works and shops in Lee’s Summit can be proud of.

Yours Truly,

 

Jim McKenna is Community Marketing Director for Lee’s Summit

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