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| Article Name : | | | MARKETING – THE IMPORTANCE OF CREDIBLE STORIES | | Author Name : | | | Nidhi Sharma | | Publisher : | | | Ashok Yakkaldevi | | Article Series No. : | | | ROR-526 | | Article : | |  | Author Profile | | Abstract : | | | Marketing is a fascinating subject. What makes it intriguing is that it is also a “soft” subject. Despite all the research that goes into getting the 4 Ps of marketing right, marketing campaigns often fail, because they do not tell a credible story. There is a child in all of us that likes to hear interesting stories. Organizations which can tell better stories and back it up with matching consumer experience will not only start better but sustain performance better. Companies that are continuously innovating create value and have the ability to tell credible stories. Whether one is promoting a product or service, engaging in corporate branding or building an employer brand, the success of its efforts depends on its ability to create a compelling and credible story. This article explores the importance of credible storytelling through several examples of how some organizations weaved this soft aspect into their campaigns to create marketing success, and how some others failed to do so. | | Keywords : | | - marketing campaigns
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