Musings from a New Age AdMan

New Age AdMan and Proud Father of 2 Incredible Kids.

The #Tide Story: Storytelling to Reinforce Market Leadership - @BrandStoriesNet - New Age Brand Building

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The laundry detergent market is massive and extremely competitive.   Margins are dwindling and USPs alone no longer sell the product.

The use of storytelling in brand communication by P&G is spot on. They tell us their story of firsts to reinforce their market leadership:

The first detergent to advertise on TV The first to provide new samples inside washing machines The first US detergent to be formulated with enzymes to thoroughly breakdown protein and carbohydrate stains The first without perfumes The first detergent with colour-safe bleach The first compact powder and liquid detergent

Nicely done P&G.  Yet another example of storytelling brilliance to support your brands.

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