A recent poll by PR News and Nasdaq Media Intelligence asked which of Fortune’s 2015 Most Admired Brands succeed best at telling humanizing stories that drive positive awareness. The results were the following: one-fifth said that Apple is the best at doing this, with Coca-Cola in second. Other companies that ranked high were Walt Disney, Southwest and American Express.
Are you looking to share your brand’s story? Here are a few tips:
- Share stories about your customers rather than employees
- Use social media and your website to tell your story
- Stay away from op-eds and radio when sharing story
So why is Apple so successful? It has found ways for consumers to buy its products without ever ‘advertising’ the actual product. Instead, Apple tells a story that engages everyone and makes them feel a connection.
For example, here’s an Apple commercial demonstrating its FaceTime app: