the HeART of STORY:Stories, How they Serve Organizations, Part 2

Mention the name of Tata in India and every loyal Indian consumer will raise her chin higher as her eyes light up in approval. For nearly 75 years now, Tata and all its divisions have been serving the Indian nation well.   Yes, they had a difficult start in the troubled times before Indian independence, but they persistently held on, determined to focus on quality and to serve a young and a hungry nation. Over the years, families, employees, and all other stakeholders in the Tata group of companies have each had a story of his own to tell. In the 1960s and 70s, skilled workers would queue up for jobs in the production lines of Tata Motors. Once in, they would consider themselves successfully settled and would stay with Tata for life.  Such was, and still is, the reputation of Tata Group of Companies in India.

Connect, Engage and Influence your World Creatively!

Tata knows this and consistently organizes and aligns itself to the image and expectations that stakeholders look for in this brand.  In the 1990s when the Indian economy picked up momentum and produced a larger middle class, Tata realigned itself to the growing needs of a new nation by providing them with the world’s cheapest and most fuel-efficient car, the Nano.  Today, Tata continues to be ranked the number one brand in India and among the top 50 brand stories of the world. Images, emotions, and relationships in the form of stories have been the drivers behind this magnificent performance and brand from India.

In the Philippines, no matter how many times it is repeated, the story of how Jollibee Hamburgers started off as a little family-owned ice cream parlor always brings a sense of pride.  This success story is wrapped in deep, powerful Filipino values of family cohesiveness, nationalism, and the endeavor to constantly improve and innovate. Embedded in this brand story is the legendary David-and-Goliath plot of how a small, insignificant entity took on a giant, global hamburger chain and brought it to its feet.

Regardless of another global brand’s performance being  a few notches higher in the world stage than that of Jollibee, its “story” as being born of a humble Filipino enterprise that respects and appreciates family and togetherness makes Jollibee  the nation’s best-seller. Jollibee knows this to be the reigning reality. They continuously exert all-out efforts to improve their products, service, and performance not just to elevate quality standards but also because they are motivated by the stories that come with the brand.  They are smart to do so.   It makes good business sense and it makes good developmental sense. Living up to your brand stories is a sensible and a strategic ideal.


Drawn from the book, the HeART of STORY on Amazon.