Story-telling is one of the most effective way for brands to extend their value proposition, after all, the impact of story-telling is part and parcel to every culture since the beginning of time. Whether in metaphor, anecdotal, or short-form narrative, story-telling sells.
Don’t just believe us, NYT’s Stuart Elliott visited this advertising industry topic in a recent column profiling Ritz-Carlton’s latest campaign courtesy of Team One Advertising.
“..A chain of luxury hotels and resorts is borrowing from an Internet meme to extend a marketing effort that celebrates the accumulation of experiences and memories rather than the trappings of wealth.
The campaign, scheduled to begin this week, is for the Ritz-Carlton Hotel Company division of Marriott International. It is intended to expand upon ads that Ritz-Carlton and its agency, Team One Advertising, introduced in 2011 with the theme “Let us stay with you.”
The new campaign, also by Team One, is called “Six-word wows,” after a popular online creative exercise known as six-word memoirs and six-word stories. All those efforts at producing among the shortest of short stories — “flash fiction,” as some describe it — are inspired by a moment in literary lore when, the legend goes, Ernest Hemingway was challenged to write a story in six words and replied, “For sale: baby shoes, never worn.”
The “wow” in the Ritz-Carlton campaign invokes the company’s parlance when referring to a goal to “wow” its guests. The capsule tales are taken from anecdotes that are shared two ways….”
For the full story (its a great read and very inspiring!), please visit the NYT story