Today there is a trend in business to include storytelling in almost everything from marketing campaigns and sales presentations to corporate meetings and talent search. And it can be very beneficial for your business if you take a modern approach to create and distributing storytelling that is very engaging and memorable to your audience, and therefore effective. However, many global brands, including Nike, must articulate a communication objective that helps bridge the gap between the company’s divergent narratives.
The brand’s communication strategy shapes the perception of the brand by its target audience. The goal of brand communication to bridge this gap is one of the key goals in brand advertising since the narratives “provide a useful means of diagnosing the current operating reality in a company and guiding interventions to sustain or change that reality” (Day & Shea, 2018, p. 106). Some of Nike’s brand narratives diverge, and this is due to the company’s long history, as well as changing trends in society.
Consequently, the main goal of the communication strategy is to manage the use of the consumer and the brand, make the communication of the consumer predictable, and make the brand according to the consumer’s opinion, the demands of the time, and the market. To cut the break between narratives, the company must formulate a specific goal for unifying them and creating a narrative that includes diverging narratives and provides a background for them.
It is also important to meet all the needs and trends of modern society while closing the gap between narratives. The company has to: create a space of dialogue and shared history between different narratives; analyze why narratives began to differ and dominate each other; create an effective narrative review and analysis policy. In this way, Nike will be able to bridge the gap between diverging narratives.
Reference
Day, S. G. & Shea, G.P. (2018). Grow faster by changing your innovation narrative. Management Review, 19, 103-115.