![]() ![]() The bottom line is that great story must be curated in a way that informs, entertains and engages a reader. It is a skill that takes years to master. It’s becoming clear that the association of a brand or a product to a larger narrative is essential for it to stand out and succeed.Ĭrafting a story is not an easy process. Millennial and Gen X consumers now look beyond just the product on offer. Marketing strategies have moved from product-centric to experience-centric. IBM’s brand, product, digital, events, industrial, content and communications teams have always worked in close cooperation to achieve the brand objective and spread core messages across the board.įast forward to the 21st century, we discover that the global economy and business dynamics have changed altogether. The company strongly believes that the purpose of storytellers and designers is to guide, clarify and move people emotionally and functionally for them to feel affinity towards IBM’s products and services. The other classic example is IBM, the legendary technology brand. That’s the impact of a simple line that a copywriter in the 60s wrote – six decades ago. For generations, we have trusted, respected, and can instantly recall the product’s catch line - the Colgate Ring of Confidence. Colgate–Palmolive has been in business for over 125 years and enjoys a legendary brand status. ![]() Top global brands like Colgate–Palmolive, Coca-Cola, Apple Inc, Toyota Motors, Levi’s have achieved global recognition through consistent, well-crafted storytelling techniques. If you craft them well, stories can achieve wonders for your brand and business. In some cases, stories turn brands into a legacies over time. They are designed with a purpose - to attract audience attention, create loyalty and help businesses grow. As a customer, you will always find curated stories about brands smartly placed where you can find them. Storytelling is at the core of any brand communication.
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