“Differentiated positioning becomes increasingly difficult when brand salience weakens. For these reasons, the focus of advertisement-related communication is shifting from persuading consumers through the direct delivery of information to an emphasis on appealing to their emotions using matching stimuli to enhance persuasion effects.”
In a guest post for CMO.com, Loveworks author, Brian Sheehan, discusses a brands greatest asset, its ability to tell stories. He looks at three different stories brands can communicate: brand stories, consumer stories, and stories to be shared by both brand and consumers.
A study recently published in the journal of Wine Economics and Policy attempts to understand if the type of stories told by 132 chateaux members of the Union des Grands Crus provided insight into the brand positioning of each vintage, and if the type of stories told had an effect on price level.
Why is the art of the narrative the ultimate vehicle for reaching audiences in the Age of Now? Storytelling involves participation, language, images and action. It ignites the audience and encourages them to go on an emotional journey with the storyteller.
Type: Articles & Papers | 1,280 views
This study investigates how storytelling affects brand experience. In an experiment, one test group was exposed to a firm’s story and another group was not. Interviews were conducted to assess opinions.
Storytelling has been long known to be an effective tool to engage and connect with people. To give you a sense of some innovative approaches in storytelling, here is a selection of methods used by brands in different markets to extend the reach, participation and emotional connection they have with consumers.
Robert Senior, CEO Worldwide of Saatchi & Saatchi, recently spoke to Nutty Lin and Qin Xian Pu from CHINAdvertising about the concept of ‘Nothing Is Impossible’, the belief that creativity can change the world and the art of solving ‘problems’.
Type: General | 6,125 views
Selection of presentations to academic institutions by Kevin Roberts, Executive Chairman, Saatchi & Saatchi. For more presentations, visit http://www.saatchikevin.com/Speeches/ University of Arkansas: Emerging Trends in Retailing: Emotionally Connecting with Shoppers Kevin Roberts’ keynote on ‘The Power of Emotion’ at the fourteenth annual Emerging Trends in Retailing Conference. Held at the University of Arkansas by the Center
Brian Sheehan talks to MarketingProfs.com’s Kerry O’Shea Gorgone about his new book Loveworks: How the world’s top marketers make emotional connections to win in the marketplace.
“Designed for a wide variety of business challenges, the book shows how narrative can help: define culture and values; engender creativity and innovation; foster collaboration and build relationships; provide coaching and feedback; lead change; and more.”
The meaning of stories is unique and personal to each individual. How people interpret stories is affected by factors such as age, previous events and experiences, and cultural context. A well-told story is good, but selecting the best place and time can make it great.
Single-cup serving accounts for more than 8% of the global coffee market and will prove to be more than a trend as consumers continue to want the luxury of a quality brew with the convenience of a touch of a button. Here are some examples of how brands in this category are putting Mystery, Sensuality and Intimacy into action.
Dreams are such an important part of creating Mystery because it speaks to people on very deep, personal levels. It involves emotion and storytelling, fantasy and reality. Here are some recent examples of how brands are creating dream-like experiences for their audiences.
Digital communication is now a table stakes. It’s not a question of will you have a digital component to your business or campaign, but rather how you will use this platform to move your brand towards being a Lovemark. Now that we’re all sitting comfortable on the digital boat, where do we go from here?
Type: Exercises & Workshops | 2,313 views
Like in all great journeys, this exercise is about storytelling. By describing where a brand is in its journey towards being Irresistible by writing it in the form of a postcard, new perspectives can be gained on where the brand has been, where it is now, and where it is going.