Brand Storytelling
Definition: how a company shares its integrity and values, as demonstrated by its social purpose to ensure the brand is meaningful and relevant to customer’s lives
Recently, Unilever worked with Ogilvy to demonstrated brand storytelling as an effective social marketing tool through their launch of Project Sunlight.
Framed around their mission, “to build a brighter future”, Project Sunlight enlists the sustainability and foundation efforts of its various product brands in the service of generating “acts of sunlight”, or kindnesses, that collectively serve their mission. By building their reputation to make a social impact, engaging conversations and inspiring greater customer goodwill and loyalty, media savvy companies have an opportunity to become leaders in a fast-changing market.
Do you believe the “Why Bring A Child Into This World?” video and “Project Sunlight” are real moves toward corporate responsibility and sustainability, or just a greenwashing image makeover for Unilever? Sound off in the comments section below!
