What's the story?

What's the story?

Storytelling has emerged again as a significantly powerful practice in addressing marketing and promotional activities.

That something special in a particular brand is caught up in the visual perception that its consumers have. Adversely if the story is not told, the consumer develops their own story based on interactions and experiences of the brand. By engaging the user in a 'storyline' the brand has some control over a positive impression a brand may have made.

This does not mean to say that we have to come up with a romantic backdrop to every brand, but it does imply that the brand-owner has to think about how the brand interacts and engages its audience. Niche target markets, audiences, applications and media channels may differ in communicating the essence of a brand, but the principles remain the same.

So, what's your story? If you had to be asked to share the story of your brand or product around the proverbial campfire, would you be able to share it in simple terms, and more importantly, will your audience be left riveted?