{"id":154,"date":"2025-01-02T18:19:35","date_gmt":"2025-01-02T18:19:35","guid":{"rendered":"https:\/\/imentor.edu.vn\/?p=154"},"modified":"2025-03-20T07:33:02","modified_gmt":"2025-03-20T07:33:02","slug":"grimm-news-like-rapunzel-your-brand-may-be-stuck","status":"publish","type":"post","link":"http:\/\/imentor.edu.vn\/vi\/grimm-news-like-rapunzel-your-brand-may-be-stuck\/","title":{"rendered":"Grimm News: Like Rapunzel, Your Brand may be Stuck."},"content":{"rendered":"

Prologue<\/strong><\/h2>\n\n\n\n

This is the first of a four part series on the awkward situations that brands encounter. The new digital marketing environment creates many problems and challenges for today\u2019s marketers \u2014 some of which are self-imposed. Our use of folkloric metaphors -a deep and abiding reservoir- helps define such situations in ways we can quickly relate to.<\/em><\/p>\n\n\n\n

Is Your Brand Stuck Like Rapunzel?<\/strong><\/h2>\n\n\n\n

We all know the story of the girl who attracts the boy because of her beautiful tresses and nearly loses him following the ultimate bad hair day. It is a teen romance. It is also an incarceration story: \u201ca tower stood in a forest that had neither a door nor a stairway, but only a tiny little window at the very top.\u201d It is part of a genre of folk tale called maiden in the tower.<\/em><\/p>\n\n\n\n

A less familiar but telling example comes from Turkey, where legend speaks of a sultan whose daughter lived under a curse; namely, that she would die by snakebite on her 18th birthday. The over-zealous parent imprisons her in a tower in an attempt to ensure her safety. Unfortunately, an asp in her birthday fruit basket proves fatal.<\/p>\n\n\n\n

Such stories combine three common elements (Jailer, Prisoner, Prison) and a common theme: young lady is removed from the hoi polloi by over-protective parent figure and shut away for her own good.<\/p>\n\n\n\n

Rapunzel Brands have the same problem.<\/h3>\n\n\n\n
    \n
  1. The Jailer, by analogy, is the marketing executive who puts the brand on a pedestal so as to earn our respect and admiration. The team has worked long and hard; they\u2019ve invested considerable sums to raise the brand to where it is and do not want the competition to get too close. Problem is: the consumer ends up being kept at a distance too.<\/li>\n\n\n\n
  2. The Prisoner did not set out to be isolated in this way. But the wireless phone company that boasts the biggest <\/em>network; the pharmaceutical brand that demands our respect because it\u2019s the longest <\/em>lasting; the technology company that craves our respect because it has the fastest <\/em>upload have become trapped not so much by the superlatives but by the ensuing remoteness; the detachment that dulls us to them. A Rapunzel Brand is so proud of its functional claim that it forgets to maintain emotional rapport with its user base; with its base users so to speak.<\/li>\n\n\n\n
  3. The Prison is not of brick and mortar but it does lock in the incumbent. By owning the high ground, any departure looks like a climb down. We are all familiar with the case of Kodak: not so long ago it sold 9 out of 10 rolls of film in the US only to be beset by not one revolution but two; as photography went digital and then mobile. Perhaps not stuck up but certainly stuck.<\/li>\n<\/ol>\n\n\n\n

    Think about it. Is the shadow of Rapunzel\u2019s tower pointing a finger in your direction? Are you failing to connect with your target audience? Are your attempts at social marketing just not very sociable: falling short of rich engagement? In this regard, too many brands fail to take into account what the customer wants from the dialogue and charge ahead with scattered, disconnected results.<\/p>\n\n\n\n

    The message to Rapunzel Brands is to come back down to earth.<\/p>","protected":false},"excerpt":{"rendered":"

    Prologue This is the first of a four part series on the awkward situations that brands encounter. The new digital marketing environment creates many problems and challenges for today\u2019s marketers \u2014 some of which are self-imposed. Our use of folkloric metaphors -a deep and abiding reservoir- helps define such situations in ways we can quickly […]<\/p>\n","protected":false},"author":3,"featured_media":155,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-154","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"acf":[],"_links":{"self":[{"href":"http:\/\/imentor.edu.vn\/vi\/wp-json\/wp\/v2\/posts\/154","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/imentor.edu.vn\/vi\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/imentor.edu.vn\/vi\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/imentor.edu.vn\/vi\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"http:\/\/imentor.edu.vn\/vi\/wp-json\/wp\/v2\/comments?post=154"}],"version-history":[{"count":2,"href":"http:\/\/imentor.edu.vn\/vi\/wp-json\/wp\/v2\/posts\/154\/revisions"}],"predecessor-version":[{"id":235,"href":"http:\/\/imentor.edu.vn\/vi\/wp-json\/wp\/v2\/posts\/154\/revisions\/235"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/imentor.edu.vn\/vi\/wp-json\/wp\/v2\/media\/155"}],"wp:attachment":[{"href":"http:\/\/imentor.edu.vn\/vi\/wp-json\/wp\/v2\/media?parent=154"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/imentor.edu.vn\/vi\/wp-json\/wp\/v2\/categories?post=154"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/imentor.edu.vn\/vi\/wp-json\/wp\/v2\/tags?post=154"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}