Storytelling: transmitir el ADN de marca a través de la

Storytelling: transmitir el
ADN de marca a través
de la experiencia
Mª Giuseppa Casado D’Amato,
Silvia M. Rodríguez Vives
Institut de Tecnología Cerámica,
Castellón, España
Abstract
The presentation will explore ‘storytelling’ as a strategy for transmitting
the company’s brand image. It is a matter of generating a brand
DNA that connects vitally to consumers, rather than simply of
generating a branding strategy. The purpose of the brand DNA is to
create a powerful bond between the consumer and the company or
product, above and beyond the actual product purchasing process.
Experiential marketing is an instrument that serves to create a bond
between the product/service and the user, enabling users to perceive,
translated into their own language, the underlying design, i.e. what the
uses and the relationships are that users will establish with that product
or design.
Storytelling is based in providing users with exciting stories through
events, novel purchasing experiences, or guerrilla communication
campaigns that users can tell their circle of friends about. A network
effect can thus be developed between consumers who are, in
addition, able to access free impacts in the mass media, generating
publicity. On the other hand, unique occasions for encounters are
created between the consumer and the brand, so that experience
builds up in the wealth of memories that the consumer has in relation
to the brand, company, or product.
The presentation will also examine some of the latest distribution
trends in relation to consumer experience, as well as strategies for
approaching consumers more closely and enabling the consumption
act to become a memorable moment. Examples will be shown of
1
guerrilla marketing, the creation of sales outlet environments or how
to transmit a brand image through the sales outlet and to generate
new ties with the user. Experiential marketing will be analysed from
a new perspective, which brings companies and consumers into
contact with each other through the generation of sensorial impacts.
Keywords: Branding, Sotrytelling, Storysuppling.
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