How and why have brands become storytellers?
Marketing researchers and managers have been obsessed by the underlining mechanisms of human persuasion.
To date, they have proved that customers are more likely persuaded when they are more involved due to higher financial, functional and social risks associated to a given purchase. This pathway to persuasion is known as ‘analytical persuasion’, since the idea is that persuasion derives from customers’ analytical and cognitive processing of (brand) information.
Analytical persuasion grounds the ‘structural’ approach to brands, which consists in the idea that a brand is the result of stratified brand decisions, some of them central to brand identity (selection of the brand name, logo, packaging, brand characters, etc.), others more peripheral (reference to the corporate brand, use of a made-in or country-of-origin effect, use of testimonials and/or product placement, etc.). As a result, each brand progressively acquires a ‘structure’, that is, a configuration built on information conveyed to end-customers.
In this article, we uncover the underlying process of how brands across different sectors become beacons of storytelling when utilising different techniques to connect with customers through their journey.
Register below to learn:
- The power of narrative persuasion in advertising
- The importance of narrative persuasion for brand managers
- The structure of storytelling
Register below to download the paper.
This is a post from a Brand Contributor (what is this?)
Brand Contributor posts give leading organisations and thinkers the opportunity to connect directly with the CIM community by allowing them to create content – and join in the conversation – on Exchange. Each Brand Contributor post is produced by the publishing organisation, but carefully vetted by CIM to ensure it adds value to debate amongst the marketing community. If you’re interested in joining the debate on Exchange and becoming a Brand Contributor, contact us at email@example.com.
- 123 views