Have you seen a Rolex ad? They have expertly built a narrative around their brand, using their elegant design, as well as their brand ambassador - Roger Federer. It’s not just Rolex; many brands utilise storytelling as an effective tool to shape their brand perception, and attract consumers. So what exactly are brand stories? Brand Narratives? In MICA, they introduced a course called Storytelling so as to sensitise students to this concept. As future marketeers, you must know how storytelling works in the world of advertising, PR, brand building, etc. So find out what Storytelling really is in this video featuring MICA.
Prof. Pooja Thomas has been teaching at MICA for 5 years. In this video, she talks of the course, what it includes and how it equips its students with the required skills to be better marketers.
Kaustav Hore, a student at MICA, talks of his experience studying such a quirky course, and how it has benefited him. He gives examples of his favourite stories, brand stories, and explains how they effectively communicate their ideas to their audiences.
- Storytelling is a very important part of the culture. Brands, having recognised the importance of storytelling, have devised a way to integrate it into brand building.
- Brand narratives help build a perception of the brand. For example, Ustraa uses a macho image to promote men’s grooming products. Rolex uses elegance and timelessness to portray their luxury product.
- Brand narratives help marketers connect with their audiences better. Therefore, a clear understanding of consumer psychology is essential to brand storytelling.
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