Storytelling is in trend in the corporate environment. This method that seeks to tell stories from different directions, is being adopted by brands to transmit their human side in order to move emotions and generate empathy with people.
But … how do they do it? Simon Sinek, an English writer and motivator, proposed what he calls the golden circle, a methodology that inspires brands to bring a motivating message to their users through their advertising, he comments that the key is in the reason for being Of the brand. This circle is made up of two more, entitled why, how and what.
Similarly, Adriana Vega, General Manager of Vega Jaramillo, comments that a brand must tell its essence, its reason for being and from there deploy its communication strategy, since this is the key to telling a good story, “because the The objective is to do business with people who believe what you believe, not with people who need what you sell ”. But BEWARE! Homogeneous advertising is no longer produced, on the contrary, an attempt is made to establish a dialogue with the users, to know their thoughts, habits, interests and behaviors, that is to say, to carry out a segmentation, in that way it would be effectively reaching customers.
A clear example of what has been mentioned so far is the most famous film of all time, Star Wars, this story made up of multiple narrative genres ranging from classic to medieval chivalry, accompanied by eastern mythology and a bit of conflict. between good and evil has managed to raise not only millions of dollars but thousands of followers around the world.
Likewise, Star Wars has established an emotional connection with its followers to the point of having churches that preach the Jedi philosophy and declared fans, in the end they are the ones who nurture the brand since they are the ones who create multimedia content, merchandising, among others around her.
Likewise, based on its cobranding strategy, Star Wars has managed to get more companies to tell the same story from different points of view, within its innovative advertising without losing the essence of the saga, linking people’s feelings with the script and characters.
Finally, if a brand aims to be remembered, it must take into account that the reason for being is its communicative stamp, and it is up to the company to connect users with the brand through a good story that is aimed at moving feelings, thus, success is on your side.
Source P&M Magazine
February 14, 2020