& Storytelling is so bloody obvious. When one has an identity…… life (and death) gets a lot simpler
& Storytelling is simple. Storytelling is impossible.
& Success means never letting the competition define you. Instead, you have to define yourself based on a story you care deeply about
& A brand story reaches out with a powerful connecting experience. It is an emotional connection point that transcends the product….. A great brand is a story that is never completely told.
& Storytelling is ultimately about nothing more (and nothing less) than heart. It is about passion….. what you care about. It is about what is inside – what is inside you, what is inside your company.
THE CALL TO ADVENTURE
We acknowledge the unique power and value of effective storytelling in our ever more ethereal economy. And yet it remains the rare financial services institutions that truly grasps what it means to be Totally Brand Story Driven. That must change. Now.
The company Dead Happy is a great example that brand storytelling goes straight to the heart (and comes straight from the heart) of a company.
Phil Zeidler, Dead Happy co-founder, said: ‘Traditional life insurance is overpriced, complex and dull. People are paying over the odds as a result.
‘Our philosophy is different – you’re far less likely to die when you’re younger, this means you should pay less. We’re making this possible for the first time in the UK.’ – Phil Zeidler in an interview to This is Money
In the world of life insurance it is increasingly difficult to differentiate between products and the speed with which competitors take up innovations will assist in the rise and rise of the importance of your brand storytelling. Inevitably this means that the whole of the personality of the company, its identity, will become the most significant factor in making a choice between one company and its products and another.
Yes, brand storytelling is more important than ever in financial services. There are brilliant product or service offerings in almost any category you can name. But while being brilliant (effective stuff at a competitive price) is incredibly important – it is now a starting point, not the end game.
What is the point?
What is the purpose?
What …. at … the … heart are you made of?
That – and that alone – is what Brand Storytelling is all about.
“You can’t use the D word, that’s far too controversial,” says Phil Zeidler, mimicking the apprehensive reaction some within life insurance have had to his very frank approach to selling coverage.
“It’s bizarre that despite the fact people are far happier talking openly about other previously taboo topics – like sex, drugs, race or LGBT issues – death is still an uncomfortable topic, even though it’s the only thing that’s going to happen to all of us.” Phil Zeidler in interview to NSinsurance.com
Brand Storytelling is … so bloody obvious to me. When one has an inspiring identity…life gets a whole lot simpler. The problem is and Great Story that Inspires is insanely hard to inculcate.. and insanely hard to maintain. But the rewards for getting it can be worth billions in market capitalization. Plus the price of knowing that what you are doing has Meaning & Recognition.
Brand Storytelling. I believe in it. Insanely. I believe in Brand Storytelling – for myself. As a small company owner I believe in Brand Storytelling – for you. I am impressed by Brand Storytelling as good as that of Dead Happy. It is fun. Most of all, I care about it. (It Matters).
Brand Storytelling is simple.
Brand Storytelling is impossible.
Brand Storytelling is not about marketing tricks. It is about answering a few simple (and yet impossible) questions:
WHO ARE YOU?
WHY ARE YOU HERE?
HOW ARE YOU UNIQUE?
HOW CAN YOU MAKE A DRAMATIC DIFFERENCE?
and most important… WHO CARES?
The Brand Storytelling of Death Happy is not for everyone. It has the potential though of reaching a mass audience – not just in the UK, worldwide. Because of its universal archetypal story appeal.
Telling the Financial Story 