When Huib Van Bockel went on a trip to Scotland some time ago, they asked around about which of the Lochs was best to visit.
The answer was obvious: Loch Maree, which consists of five large and 60 small islands surrounded by beautiful lakes.
Of course, the more common answers — whether you live in Scotland or not — would be Loch Ness, and the prospect of seeing the Loch Ness Monster.
“I think it’s just a beautiful example of pure, pure storytelling that we probably all know is probably not true,” the founder of Tenzing Natural Energy said in the opening keynote session of Drift’s RevGrowth Virtual Summit on Thursday, “but still we kind of want to believe.”
Customer experience (CX) professionals are often told the storytelling needs to be at the heart of what they do, but usually the most powerful examples can be factually verified.
In the case of the Loch Ness Monster, however, Van Bockel pointed out that the story works because there is at least truth associated with the legend, such as the fact that Loch Ness is the deepest in the country. “It could still be lurking there in those great depths,” he said.
Rather than rely on a fictional story or nurture some superstitious belief in a brand, Van Bockel talked about how he’s trying to build a “brand bank account” with Tenzing Natural Energy.
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Making yourself memorable
According to Van Bockel, there is one sure-fire test for a brand to know whether it is creating an experience customers will remember: can it
Shane Schick tells stories that help people innovate, and to manage the change innovation brings. He is the former Editor-in-Chief of Marketing magazine and has also been Vice-President, Content & Community (Editor-in-Chief), at IT World Canada, a technology columnist with the Globe and Mail and Yahoo Canada and is the founding editor of ITBusiness.ca. Shane has been recognized for journalistic excellence by the Canadian Advanced Technology Alliance and the Canadian Online Publishing Awards.