Storytelling, czyli o tym, jak marketing wykorzystuje plemienne opowieści i narzędzia teoretyka literatury

• Authors: Urbańska Daria

Title variants

EN

Storytelling: how marketing uses tribal stories and the tools of literature theory to successfully reach customers

• Languages of publication: PL

Abstracts

EN

While well known in the USA, in Poland, storytelling is a relatively new tool used by marketers to promote brands. This program shows how to create stories that will get your listeners’ attention and – in the long run-create strong, long- lasting, emotional bonds with the customers. Why is storytelling so popular and what strategies work best?  Brand stories are entertaining, illustrative, and easily remembered.  Furthermore they can give customers ideas, show what is important about the brand, and how best to manage a new world with decreasing amounts of time and an increasing range of choices. Brand storytelling uses traditional ele- ments like idea, hero, conflict, and plot to successfully entertain and educate the customer.  It can focus on the brand, boss, or product. Sucessfull storytelling ad- vertising campaigns are proof that words and stories, even in the modern world, still have enormous influence with consumers.

Keywords

PL

storytelling, marketing, teoria literatury

EN

storytelling, marketing, literary theory

• Publisher: Akademia Techniczno-Humanistyczna w Bielsku-Białej, Instytut Teologiczny im. Jana Kantego w Bielsku-Białej, Książnica Beskidzka
• Journal: Świat i Słowo
• Year: 2016
• Volume: 14
• Issue: (1) 26
• Pages: 207-215

Contributors

author

Urbańska Daria

• Uniwersytet Śląski w Katowicach