Why srotytelling for brands is important Essay Example | Topics and Well Written Essays - 500 words

Why srotytelling for brands is important - Essay Example From this, it follows that a brand story is more than mere content; it goes far beyond it. Overall, a brand story is a narrative that defines the brand itself and presents the strategy of the company. Also, as Bernadette Jiwa puts it, it is a â€Å"complete picture made up of facts, feelings, and interpretations†, which means it is the story created not only by the company itself but by its customers as well. The majority of brands do need brand stories to survive in the marketplace. Today, we live in the world, in which everybody tries to be better, faster, and stronger than others. This also applies to the marketplace where companies usually swim against the stream in the sea of a boundless content. Because of this, a brand story is what a brand needs in order not only to stay afloat but to come in first and be chosen among others. As Mark Di Somma writes in his article, â€Å"Without a storyline, a product just is that†. In fact, a truer word was never spoken. A storyline is needed to help consumers differentiate between what they are offered and choose what they want based not only on the functionality of a product for there are numbers of products, which are only the versions of one and the same thing. These days, any type of media can be chosen to tell a story of a brand, such as print, social networking websites, film, blogs etc. Each of them causes different reactions of t he audience; consequently, stories should be optimized to fit both the medium and the audience. A good example of a company with an effective brand story is Nike. As it is seen from its campaigns, the company does not sell just shoes or clothes. It rather sells attitude. In addition to this, the company creates a community around what they promote and sell. The Lego Story is also a good example of well-created story narrated by animated characters. The video shows the founder as well as the values of the company and its commitment to children. Finally, it is Jack Daniel’s