How and why have brands become storytellers?
Brand Contributor

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.

Dr. Luca M. Visconti Professor of Marketing ESCP Europe

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