Story telling? I love stories... My granny used to tell me lot of stories... nowadays, everyone has a story... LOL... Me too; here. Storytelling is an activity that is long forgotten! I used to listen stories from puranas during dinner time! Wish the art of Katha Kaalakshebam in temples gets revived - the art of story telling - narrating anecdotes of the positive qualities of mythological characters.
Compelling beauty of stories is the natural link between cause & consequence; creating an emotional chord between Brand and Prospect. The emotional connect achieved with prospects is the principal objective of storytelling by brands. Story telling simulates a platform of experience that describes the value/offering/utility of a brand in real life situations.
Principal aim of brands is to provide prospect intangible value surpassing functional utility of product/service; hence story telling. Test of marketer in projecting story telling as a brand promotion tool is in one's ability to interlace facts and fantasy effectively. The marketer must effectively capture the top of mind of prospect with fantasy and feed facts into it for effective brand recall.
Prospects 'reading between lines' is critical element of story telling. Adequate research on response vital before launch; else doomed. Success of story telling rests on the ability of the marketer's precision in predicting the probable response of prospects upon delivery. Brand stories are easily successful when perceived as fantastical extensions of real life situations.
Story telling by a brand is a success when intended prospect is able to identify and relate oneself to central character of story! Story telling by brand is success when the brand is able to position its prospect in the centre of plot and guarantee emotional elevation.
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