As marketers, we like to talk about potential, being a catalyst and enabling people. Historically, we used this type of narrative set to create a direct correlation to the product we promoted. Telecommunications, technology and financial services have utilised this narrative area more than most.

Lately, it looks as though some brands are loosening up the requirement to lock each achievement-oriented idea back to product and are simply encouraging people to reach for the bar. Further, it seems as though some brands are softening up on the senses of achievement they are promoting. This softening up on achievement might be an attempt to find common ground between raising the bar and relating to more people with a kind of achievement that they can realistically aspire to.

Alain de Botton in his popular ‘Status Anxiety’ explains how many cultures are suffering from the over-development of meritocracies. He feels that a certain level of anxiety is a good thing and helps progress everything from sciences to the arts. But if too much anxiety is broadcast in a society, many people feel disenchanted and marginalised since they feel the bar is too high to ever be achieved.

This can be an important lesson for marketers when we are developing our brand narratives. We have always known that if we set the bar too high, we end up reducing the relevance of our communications to the segments we serve. In an increasingly media savvy world, we also run the risk of alienating large swaths of society and causing long-term damage to our brands if we develop too much anxiety through the messages we promote.

Honda The power of dreams

Amex Long live dreams

During an interview with Brand Republic, Katherine Whitton, Head of dvertising at American Express, said: “The ‘Long live dreams’ theme reflects the changing aspirations, personal and professional goals of American Express’s existing and potential customers. The campaign brings to life the ways in which American Express, through its range of products and services, can support consumers in realising these dreams.”

It is difficult to see how  Batman in a trailer park ‘brings to life the Amex range of products and services’, but it certainly evokes nostalgic feelings and rings true to an acheivement narrative.