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

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Urbańska D.

Świat i Słowo

2016

vol. 14

issue (1) 26

207-215

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.

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1 Świat i Słowo

1 Urbańska D.

1 2016

Search results

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