Free

Storytelling can help making the brand means much to the audience because the stories just like a bridge which create a real connection between the work and the audience - Essay Example

Comments (0) Cite this document
Summary
Marketing of the XXI century has changed: people do not want to buy just products anymore they also need emotions that accompany these products and services. Consumers aim to feel connection to the brand, they want the brand that can represent them and speak about them in some…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER98.3% of users find it useful
Storytelling can help making the brand means much to the audience because the stories just like a bridge which create a real connection between the work and the audience
Read TextPreview

Extract of sample "Storytelling can help making the brand means much to the audience because the stories just like a bridge which create a real connection between the work and the audience"

Storytelling for Brands Marketing of the XXI century has changed: people do not want to buy just products anymore they alsoneed emotions that accompany these products and services. Consumers aim to feel connection to the brand, they want the brand that can represent them and speak about them in some way. So it is not enough to just say why one product is better than the other to attract a customer. With the help of storytelling brands create myths which are the most ancient people`s activity and which are universally perceived by people regardless of language and nationality. And that is when storytelling becomes an important condition of effective marketing. Storytelling presupposes that a consumption story protagonist tells a personal story in which he consciously or unconsciously intertwines a brand. Most often the existence of the brand influences and changes protagonist`s life for better (Woodside et al., 99).
Storytelling in business is exceptionally important because it creates credibility of the brand making the product more real. Good myth can deliver the main message less persistently and more naturally. It is impossible to create something that will not breed similar concurrent products; however, it is possible to make the of the product unique. Myths shape information about the product in an effective way- not with facts but with coherent experiences of people. We all are prone to believe more to what we read or what feel and experience, and storytelling and myths in marketing is the most reliable way of facts presentation. It is also important to mind that stories are usually shared, not facts, and the probability of the advertisement with a good story to go viral is much higher (Thomas 1).
Whole Foods, one of the biggest health food companies in the United States is good example of effective storytelling. Their myth is about healthy benefits of their products that change life of consumers. They claim that natural food is much better for the body and you as you will feel more energetic and healthier eating it. Those who consume this food care about themselves while those who prefer other products do not (Mathews & Wacker, 13) Nike is another example of an effective storytelling in marketing. The company is selling the myth about personal perseverance and resistance to the world and the following success. Nike has created a philosophy based on sportsmen who dedicate their lives to fighting with ordeals, rivals, and themselves finally and achieving success in this fight. In the story the product itself is placed on the background with the accent shifted to the pure emotions. Nike shoes e is just the condition of achieving success while strong will is what is required.
Oldsmobile can serve as an example of bad storytelling in marketing. It is always important to understand who is therecipient of the story while this company failed to take it into account. They tried to reinvent their image by stating that Oldsmobile is for young and hippy people which made their loyal customers believe that they are old and “outdated” themselves.
So storytelling is crucial for winning the target auditory, connecting to them emotionally, and sharing the story about the product.
Works Cited
Mathews, R. & Wacker, W. What`s Your Story? Storytelling to Move Markets, Audiences, People, and Brands. 2007. New Jersey: FT Press
Thomas, J. Seven Reasons Storytelling Is Important for Branded Content. 2014. PostAdvertising. Retrieved from: http://www.postadvertising.com/2012/08/7-reasons-storytelling-is-important-for-branded-content/
Woodside, A., Sood, S., & Miller, K. “When Consumers and Brands Talk: Storytelling Theory and Research in Psychology and Marketing”. Psychology and Marketing, 2008. 25, 97-145. Read More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“Storytelling can help making the brand means much to the audience Essay”, n.d.)
Storytelling can help making the brand means much to the audience Essay. Retrieved from https://studentshare.org/journalism-communication/1674143-storytelling-can-help-making-the-brand-means-much-to-the-audience-because-the-stories-just-like-a-bridge-which-create-a-real-connection-between-the-work-and-the-audience
(Storytelling Can Help Making the Brand Means Much to the Audience Essay)
Storytelling Can Help Making the Brand Means Much to the Audience Essay. https://studentshare.org/journalism-communication/1674143-storytelling-can-help-making-the-brand-means-much-to-the-audience-because-the-stories-just-like-a-bridge-which-create-a-real-connection-between-the-work-and-the-audience.
“Storytelling Can Help Making the Brand Means Much to the Audience Essay”, n.d. https://studentshare.org/journalism-communication/1674143-storytelling-can-help-making-the-brand-means-much-to-the-audience-because-the-stories-just-like-a-bridge-which-create-a-real-connection-between-the-work-and-the-audience.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document

CHECK THESE SAMPLES OF Storytelling can help making the brand means much to the audience because the stories just like a bridge which create a real connection between the work and the audience

Audience analysis

...? My speech on marijuana legalization and use argues that, whatever the public policy position we end up adopting is, abuse needs to be a concern andfacts need to be rectified. My intended audience are adolescents, particularly 12-17 year olds, who are either smoking marijuana or are at risk of doing so (e.g. peer group that uses marijuana frequently, bad families or emotional problems that might make a joint tempting, etc.) Teenagers get a host of information on marijuana, and I'm afraid a lot of it is dishonest. It seems that many anti-drug advocates are concerned only with stopping kids from smoking through any means necessary, not honesty, not respecting them and not...
1 Pages(250 words)Research Paper

Audience profile

...Smoothie Company is advised to use Integrated Marketing Communication (IMC) to reach out to the customers. Integrated Marketing Communication (IMC) is an approach which aims at achieving the marketing campaign objectives, by the use of well-coordinated promotional methods, which are intended to emphasize the brand’s core message. IMC approach also helps companies to reduce the overall promotional cost. The chosen target group of the company is males and females aged 19-35 (between 19 to 35 years), who are single or live together with a partner (no children). Now, in-depth analysis of the chosen customer group will be carried out in the next section. On the basis of the findings from the...
6 Pages(1500 words)Assignment

Media Audience

...research with online surveys, questionnaires, comparisons, interviews, voting, calculation of viewer capacity etc. Media research problems are many and some of them are connected with the ethnography. Meeting people, observing them, participating in their activities, experiencing, reflecting, and understanding are considered to be the real ethnography. Media ethnography is virtual, proper, accumulated experiences, matters of every day life, some important and the rest unimportant. There should be a tradition, or continuity in it because the field or object should have existed for at least a certain amount of time, media ethnographies are about the end users, here, they are the...
8 Pages(2000 words)Essay

Finding the audience ( media audience)

...programs, more compelling and integrated campaigns generating direct viewer responses and enabling viewers to engage immediately with their brands and offers are required, according to the Morrsion (11). Marrying program power with interactivity is all about turning viewers to your customers, says Morrison (12). So intense marketing programs with community based interactive programs and the viewer friendly branding identities for the individual programs can make many viewers to the television channel even in this time of internet technology. Also public service programs like news, features, etc would be encouraged in order to serve the educated and high...
8 Pages(2000 words)Essay

Audience essay

...from different socioeconomic backgrounds as well as individuals who have varied religious or moralistic leanings. However, it is clear that their objective of being in the Bundestag is to bring improvements to society which means that whatever suggestion is given to them with regard to improving the situation of society is likely to be given a sympathetic ear. Aside from this similarity, they are also professionals who work as career politicians and are likely to have families, children, mobile phones as well as involvements in social organizations in their localities. Furthermore, it can be expected that they are well aware of international laws and...
2 Pages(500 words)Essay

Audience Analysis

...Audience Analysis The initiative to start a cheap travel of choice to connect Hawaii islands of Oahu, Kauai, and Maui to their mainland was a great economic idea. However, a judge halted the project two days before startup citing an incomplete environmental study .An environmental assessment of the project can resolve the controversy between the Hawaii residents and the Supper Ferry Company. In presenting this solution, the paper will analyze the audience with an aim of convincing them on what to do and how to do. Audience analysis takes place at the initial stages of a project and involves assessment of information presented to the...
2 Pages(500 words)Essay

Audience

...Dear mom and dad; REF: Request for funding for another year’s worth of tuition How have you been? How is everyone there in China? I hope you are all keeping warm since January is the coldest. As for me, all is well; I’m doing my best to keep on making both of you proud of me. Thank you for selecting and financing my education abroad. I remember what you once told me mom, ‘To those who much is given much is expected’. I’m humbly requesting for your continued support for one more year. Mother, father, I know this will put you in a tight financial situation more so because my tuition is more expensive than those of others but this request is for the best. This will allow me...
1 Pages(250 words)Essay

Audience

... by you and during that time funding my education is a tough job. But the extra year of education that I am asking for, is likely to not only offer me a handsome salary that means your financial stability but also a higher post that means that our social status and lifestyle will be upgraded as with that post, one is offered a bigger house and a car too. I hope you understand that with funding another year of my education, our bad times can go away and I am sure that with this extra year, a prosperous future is ready to welcome us towards many joys. I will be looking forward to your positive response. Take care. From, Your son.... To, My beloved mother, I am well and hope that you will be healthy too. By this letter I want to request you to...
1 Pages(250 words)Assignment

Audience Analysis

...to the fact that regularly donating blood reduces iron levels in the body system. This is important in preventing iron concentration in the arteries hence reducing chances of getting heart attacks. Heart conditions are most prevalent among the older people and therefore blood donation can help reduce the risks even to much older people going through menopause. This is important mentioning since it engages even the older people and makes them feel that the subject does not only concern mid aged and young people. To reap the best health benefits, Meyers argues that a person should donate blood at least three times in a year (qtd. in Curry, 2003, p.10). Additionally, every...
2 Pages(500 words)Essay

Analysis of Celebrity Advertising

.... These ads, crafted by women practicing counter-hegemonic resistance, express a deeply intertextual conversation with readers. The findings demonstrate tightly branded series of campaigns, with ads evoking great intertextuality much like with the antenarrative. In fact, Boje's (2001) five antenarrative dimensions flow back and forth as this case unfolds. The stories told within the ads are framed by prior experience, always questioning, steeped in lived experiences. While speaking to audience fragments, they reflect females' collective memory. From a branding perspective, the ads emerge as branded living...
11 Pages(2750 words)Research Paper
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Let us find you another Essay on topic Storytelling can help making the brand means much to the audience because the stories just like a bridge which create a real connection between the work and the audience for FREE!

Contact Us