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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