To buy a brand of product is to buy a product of that brand. Because it stands out. Thanks, in particular, to his speech … brand …
The discursive part of the brand is, without a doubt, its most visible, most accessible dimension. Because it stages the brand through symbols and figurative elements intended to be immediately understandable and identifiable. To promote a referential impression.
Brand and identity discourse
The green man from Cetelem, Cherry from Groupama, the cowboy from Marlboro… distill values and symbols. The famous Michelin guides, the superb Lego Brick Kicks magazine from the 80s,… embody a narrative, a discursive identity.
The editorial is the genre par excellence where brand identity is expressed. And it wasn’t digital that made the editorial sacred in marketing communication. Proof, again, with the Michelin guides, which date from the 60s.
But it is true thatInternet and 2.0 have hoisted, crystallized the role of the editorial in the brand’s discourse. To the point that it is easily said today that brands have become media. That if they have taken on this role, it is to provide experience to their targets. In fact, by subscribing to the news, they adopted a social posture, to better embrace beliefs and claims, and comfort or even influence their audiences …
Media and competition
But the reality of the media field is also that of enormous and ever-increasing competition. Let’s remember the rise of women’s magazines in the 1980s, when every month, one or two new titles appeared in newsstands in England. How to prevent these journals from offering comparable content to the public since they are all based more or less on the same events. Every month, they know (not to say “suffer”) the same chestnut trees.
Brand discourse as a loyalty strategy
Media brands also face a competitive and common environment. Hence their obligation to mark their difference, to stand out. How? ‘Or’ What? By establishing a brand speech that is a promise, combining regularity, continuity and consistency. By establishing a reading contract as a loyalty strategy. A reading contract which ensures the brand its credibility and the buy-in of its targets.
To retain its audience, the brand positions itself, through its discursive identity, as a partner with which it can identify (let us remember the values and symbols mentioned above). By narrating the self-image, the brand provides its audience with a way of telling themselves.