{"id":3492,"date":"2013-12-13T21:45:24","date_gmt":"2013-12-13T21:45:24","guid":{"rendered":"http:\/\/bme2.flywheelsites.com\/blog\/goldieblox-and-the-3-principles-of-narrative-marketing\/"},"modified":"2020-01-16T22:12:18","modified_gmt":"2020-01-16T22:12:18","slug":"goldieblox-and-the-3-principles-of-narrative-marketing","status":"publish","type":"post","link":"https:\/\/www.benchmarkemail.com\/in\/goldieblox-and-the-3-principles-of-narrative-marketing\/","title":{"rendered":"GoldieBlox and the 3 Principles of Narrative Marketing"},"content":{"rendered":"

By now you might have heard about the ad for girl\u2019s toys set to parody of Beastie Boy\u2019s song, \u201cGirls.\u201d While the ad itself has been pulled for personal reasons including a deceased band member citing in his will that he never wanted to ad to be used in Advertising, the momentous fanfare the ad has gained in it\u2019s short life span has taken on a life of it\u2019s own. The conversation here is about girls and the opportunities made available to them. If your industry caters to girls, you should have been paying attention because the tidal wave has been building for quite some time in just this specific niche. For starters, you had a little girl rant and rave about how she hated pink<\/a>. More recently you had a Catholic School run a Halloween advertisement<\/a> with an image of a princess paired with a \u201clife\u2019s not a fairytale\u201d subtext. The narrative here is clearly gender roles and it\u2019s ripe for the picking. Along comes GoldieBlox and picks it right up in a riotous and fun-filled way.<\/p>\n

The first rule of narrative marketing is to find the conversation, and GoldieBlox did just that. A set of engineering toys for girls, GoldieBlox is designed to help them step away from tiaras and opt for toolboxes instead. The toys are inspired and designed by founder Debbie Sterling<\/a>, a Stanford grad who was shocked at the despairing ratio of female students in her engineering classes. Pairing a real-life gap in the market with a budding conversation, Sterling rides the wave by designing an entire product around a market gap.<\/p>\n

However, not all consumers are sold. Some are skeptical about the toy being a threshold for future female inventors. Slate, for example, ran an article questioning whether the toys \u201creally combat the princess-industrial complex,\u201d or whether they contribute to it. It can be argued that there are plenty of \u2018boy\u2019 toys that do a better job of encouraging engineer skills, that are more complex, and that step away from a fairy-tale feel that some feel Goldiblox still carries in it\u2019s simplistic design. Slate, for example, offers eight better alternatives<\/a>, including a science kit, a digital microscope, and classic toys like Snap Circuits.<\/p>\n

The Irish Time also questions Goldieblox\u2019s ability to \u201cdisrupt the pink aisle,\u201d by questioning the \u201cpink ribbons and its princess pageant storylines.\u201d They feel that \u201cfor all its talk of creating engineers and inventors, it is still squeezing girls back in the same, saccharine pink bubble.\u201d Interesting, both the Irish Time sand Sterling agree that girls are natural storytellers; we flock to stories. Here\u2019s where we have our second principle, and that\u2019s the narrative itself. It\u2019s not only girls who are natural storytellers; humans are natural storytellers. It\u2019s a concept that Sterling was really able to harness during the crowd-funding initiative to launch Goldieblox; there\u2019s a natural story behind her concept, the product, and the market. It practically tells itself.<\/p>\n

The third concept is changing the conversation. This is a natural evolution for Goldieblox, which in its nature is designed to challenge the status quo – and it seems to have worked flawlessly. While I\u2019ve been following Goldieblox since Sterling first launched the Kickstarter campaign, I\u2019m happy to say that Goldieblox is now a more common household name in most families simply due to the explosively clever commercial that has three girls using gender-assigned \u2018girl\u2019 toys to map out an intricate Rube Goldberg machine that kicks off like a domino effect.<\/p>\n","protected":false},"excerpt":{"rendered":"

By now you might have heard about the ad for girl\u2019s toys set to parody of Beastie Boy\u2019s song, \u201cGirls.\u201d While the ad itself has been pulled for personal reasons including a deceased band member citing in his will that he never wanted to ad to be used in Advertising, the momentous fanfare the ad…<\/p>\n","protected":false},"author":309,"featured_media":3493,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[2171],"tags":[],"class_list":["post-3492","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-beyond"],"yoast_head":"\nGoldieBlox and the 3 Principles of Narrative Marketing - in<\/title>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"GoldieBlox and the 3 Principles of Narrative Marketing - 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