What is the lesson to be learned from QVC Group’s recent bankruptcy filing?

If you snooze, you lose.

In its heyday, QVC was an innovator with its addictive programming and perennially cheerful on-camera talent. Its blend of commerce and entertainment paved the way for the rise of the influencers who have disrupted marketing and, ironically, QVC itself.

QVC Group tried to catch up, reportedly gaining nearly 1 million new customers last year on TikTok Shop, but it was too late to capitalize on digital shopping in its early phase.

Will your company or organization be ready when the pendulum eventually swings away from influencers for hire?

Be ready to own your brand story when it does.

Here are my tips for owning your brand storytelling in disruptive times:

• Become your own storyteller. Now is the time to build a compelling voice for your brand.
• Put your customer’s agenda before your own. Great storytelling isn’t about broadcasting your message, it’s about meeting your audience where they are.
• Be an early adopter of technology. It can feel uncomfortable, but also invigorating. Brands that embrace emerging platforms early earn the audience, the data, and the competitive advantage.
• Hire a professional communicator. Look for someone curious, who can talk about marketing for hours, and who is a great coach and thought partner. The right communicator doesn’t just execute, they elevate your strategy.

This is where I come in.

If you’re ready to lead your brand’s story, please contact me so we can partner on telling compelling stories for your brand that produce the results you need.