Say It, Build It, Deliver It.

Brand Storytelling in Asia | Part 1 of 3 from the Telecom sector

Most brands tell a story. The ones that win are not the ones with the best story. They tell stories that feels real, because they can actually deliver on it. When what a brand says what a customer experiences, trust is build faster. When it doesn't, no amount of storytelling fixes it. 

Telecom is one of the places to see this, because the brand promise is audited and gauged every single day, on the phone in your hand. 

Reliance Jio's story in 2016 was digital access for every Indian, not just those who could afford it. What made it believable was the order of events: a nationwide 4G network built first, priced low enough afterward that streaming, payments and online learning stopped being a privilege. Infrastructure came before the tagline.

 Similarly, Singtel's  "Empower Every Generation" worked for a different reason. Its Chinese New Year film wasn't fiction. The "Uncle" learning to roller-skate again on his smartphone was a real 70-year-old, Tan Teck Hung, who had actually gone viral. A purpose about technology being for every generation, told via someone who was actually living it. 

Very different playbooks, infrastructure-first versus proof-first but the same discipline: the story was true even before it was told. 

That is the bar. Not the best ad. The one you can't catch lying. 

We @ Intuit Research help brands across Asia create a realistic brand story, narrate it with effective assets and gauge if the story resonates. 

Does your brand story resonate in the age of AI and LLM recommendations? 

**Up next:** Part 2 looks at an Airline in Asia, where the story is not a wrapper around the product, rather it IS the product. So, stay tuned as it is coming tomorrow.

 #BrandStrategy #BrandStorytelling #Telecom #MarketingLeadership #AsiaPacific #India #Singapore@IntuitResearch.