How brands can create a compelling sales proposition through storytelling

Kelly Hyne

Journal of Brand Strategy, 2018, vol. 7, issue 1, 48-53

Abstract: Building a compelling sales proposition requires thoughtful development of the message with stories that represent how the brand can be connected to the consumer in an authentic, engaging and relatable way. The example of the Ladies Professional Golf Association (LPGA) is used here to demonstrate how aligning organisational values (Act Like a Founder), main assets (the world’s best women professional golfers) and testimonials (from partners) showing strategic fit can result in the successful development of long-term partnerships. A deep dive into each of these principles with examples of role reversal and aligning a brand not just with a property but with a platform yields the ultimate brand engagement and content development opportunity. ‘Tell don’t sell’ has never been a truer statement, as consumers demand authenticity and want to support brands and properties with their shared values.

Keywords: brands; storytelling; sales proposition; targeted messaging; role reversal (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2018:v:7:i:1:p:48-53

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