Is it Time for Your Brand to Say Good-bye to Testimonials?

Associative storytelling is the grown-up child of the popular testimonial. It uses story to evoke affinity with customers by allowing the brand to play a secondary role to the values it promotes. In the end, the customer-brand bond this creates is much stronger than one created with a traditional “here’s why you need this” sales approach.
 
Why is this?
 
First of all, we’re all tired of being sold to. Selling is pervasive, indiscriminate and wearying. So when we are allowed to enter a story without an overt sales messages, we find not only a respite from intense selling messages, we may even find a piece of ourselves. Yes, we say, we agree with you. Like with this Thai Life Insurance ad, we resonate an idea—in this case, that there are things in life that money can’t buy.
 
And secondly, associative storytelling feels more respectful to us as consumers. It allows us to make up our minds when we’re ready—rather than being forced to take in a sales message we’re not ready to hear.
 
We’re not ready to say that testimonials are no longer valuable, but we do believe associative storytelling can be much more effective in building bonds with consumers.

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