Stories are the new hot topic in marketing because they simply are more memorable and more impactful than any other type of communication, but many marketers don’t fully understand how to develop and leverage stories in the branding space. One place to start is to look for role models, brands that have done it well, and one of my favorites is Charity: Water.
Charity: Water is a seven-year-old concept developed by Scott Harrison, a nightclub promoter turned humanitarian who has raised more than $100 million and has provided clean water for more than 1 million people. His website is fueled with powerful stories and his marketing effectively leverages social media. For example, donors can use their social networks to support a water project. And donors get an e-mail telling about the project that they partially funded and how it turned out.