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Amping Up the Electric Car Story

There was a funny article in AdAge this past week about Nissan and Renault airing essentially the same commercial for two competing electric cars. (In case you missed it, here’s the link.) Worse, it seems very likely that both spots were essentially remakes of a spec spot created for Mitsubishi by a German production company.

From my point of view, the apparent plagiarism, while amusing, is less interesting than what this episode says about how various car companies are using story as they try to define their place in the world of electric cars. The fact that the same spot can be used for all three brands suggests that no one has carved out any unique story territory yet.

It reminds me of MP3 players before the iPod. A large group of competitors were piling into the category, battling with each other over a catalogue of features that conveyed very little meaning to most consumers. By contrast, Apple entered the category with a strong story that went beyond the literal new technology. The iPod seemed like such a brilliant collision of technology and intuition that many consumers perceived it as an altogether new kind of device.

Toyota captured that kind of story energy for hybrid vehicles with the Prius. It is significant that, in both cases–iPod and Prius–the story energy was unique enough and authentic enough to reflect back on the parent brands themselves.

I don’t know that there is anything wrong with Nissan and Renault spending money to tell the category story of electric cars (questions of creative integrity aside). But it does feel like the territory is wide open for someone to stake a much more engaging and compelling claim to a unique story.

I’d love to know if you see this same dynamic playing out in any other categories.

“For B2B businesses, Character is a powerful tool. I have used Character three times in my leader marketing roles, 2x were in B2B businesses. The Character work was the foundation of a transformation in product innovation/commercialization, rebranding, M&A, sales growth, and employee engagement. Character’s work helped us take dead brands and make them relevant again and helped us establish lesser-known brands with high share in a B2B market. What’s so unique is that you don’t create something that the ‘marketing talking heads’ think the company needs, you use the history, culture and DNA that is already part of the company to bring out the true story that is unique to only your brand. The Character team is so special, genuine, and has the perfect mix of creative and business knowledge to lead cross-functional executives through this process. ”
—Melissa Minihan, Head of Digital Commerce & Marketing, Veritiv Corporation

“Character gets to the heart of what good storytelling is all about. They’ve helped Wendy’s focus on what makes us unique, different and special and that’s helped us to get people’s attention, keep their interest and keep the business growing. We compete with much larger brands, but by being overt about how we want to attack those differences, we’ve been able to have a lot of tension and conflict in the story that we are telling. That allows us to keep the story fresh and to fuel it. The more we do that the more positive attention we get as a brand and the more the brand continues to grow, which, in turn, builds our confidence in our storytelling and keeps the courage level high.”

—Kurt  Kane, President U.S. & Chief Commercial Officer, Wendy’s Corporation

“I’ve been through Character’s story framework process four times in my career, and it has always added extraordinary value. It was a central piece of Walmart’s rebranding effort in 2006, as we sought a new articulation of our brand narrative and our purpose. It’s an equally powerful tool for us now, as Walmart defines its place in a rapidly transforming retail environment. And we are currently using it to do the same for Sam’s Club.”

—Tony Rogers, Chief Marketing Officer, Walmart

“Character’s approach to brand building is unlike any other in the business. Jim and his team use the timeless truths of human storytelling to unlock story potential and connect deeply with brand audiences. I’ve worked with Character throughout my career, and my experience with Tabasco was as fascinating, inspiring, and productive as ever. 

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I whole-heartedly recommend Character to any brand marketer who is looking to make intuitive and durable connections with their consumer.”

Lee Susen, Chief Sales & Marketing Officer, Tabasco / McIlhenny Company