The Case for ‘Product Narratives’ in Today’s Marketplace
Narratives in marketing are nothing new; we’ve been telling stories to customers since the invention of our trade. But the narratives that resonate with our target audience has shifted substantially over time. At their latest A.C.T. (Anthropology, Culture, Trends) Conference, “Telling the Story of Food,”, The Hartman Group asserted that brand-focused narratives are quickly being replaced by product-focused narratives.
Source: “Telling the Story of Food.” The Hartman Group. April 2017.
Why It’s Happening
Based on their research, The Hartman Group explains that over time, our values have evolved from ‘practical and rational’ to ‘contemporary and experiential,’ which have resulted in product narratives to gain traction.
Source: “Telling the Story of Food.” The Hartman Group. April 2017
What We Think
Product narratives present a unique storytelling opportunity for marketers.
‘Old’ values and ‘brand narratives’ aren’t obsolete; affordability, consistency and convenience are certainly still important. But in today’s marketplace, these attributes are simply the cost of entry.
As our industry continues to change and our target audiences’ demands evolve more rapidly, ‘product narratives’ give us, as marketers, a unique tool to stay fresh and pertinent with tomorrow’s customer.
Ultimately, our goal with any new product initiative or legacy-brand refresh is singular: relevancy with our audience. Choosing the appropriate narrative – or combination of the two – will depend on your business objectives, target audience and go-to-market strategy.
Regardless of approach, we must successfully address the customer’s most important question: what’s in it for me?
Just some Thought for Food™