Post by account_disabled on Mar 7, 2024 3:23:44 GMT -5
Therefore building a Brand Image and, concretely, create an emotional and trusting bond between the brand and the target consumer, pursuing differentiation in positioning from competitors that leverages the company's values and mission. Why is corporate storytelling important and what are the advantages in business communication? Storytelling in business communication has precise rules and phases which, when applied, allow the story to be effective, that is, to create identification and emotional involvement in the listener and at the same time build a bond with the object of the story and the person listening to it.
Narrate. In fact, listening to a story activates the areas Greece Telegram Number Data of the brain responsible for emotions and memories which lead the listener to feel involved, activate the identification process , and find parts of himself in the story (by similarity or difference). All this ensures that, through history, the brand is remembered more strongly. Corporate storytelling is therefore important because it is an emotional marketing tool , as stories have the ability to leverage emotions, which are implicated in purchasing choices even more so in a hypercompetitive context, such as the current one, in which marketing requires an increasingly experiential approach.
Consumers no longer choose - or not exclusively - products according to rational cost/benefit evaluations , because there are many criteria to consider, given that there is a wide offer, and the evaluation would require too high an investment of cognitive resources. In general, and even more so in a context dominated by many competitors, as some scholars have pointed out, human beings do not apply a purely rational choice, because man's rationality is limited ( Herbert A. Simon's Theory of Limited Rationality ), therefore they rely on heuristics and simplifications to make decisions such as purchasing choices. As we explained in the article on brand storytelling .
Narrate. In fact, listening to a story activates the areas Greece Telegram Number Data of the brain responsible for emotions and memories which lead the listener to feel involved, activate the identification process , and find parts of himself in the story (by similarity or difference). All this ensures that, through history, the brand is remembered more strongly. Corporate storytelling is therefore important because it is an emotional marketing tool , as stories have the ability to leverage emotions, which are implicated in purchasing choices even more so in a hypercompetitive context, such as the current one, in which marketing requires an increasingly experiential approach.
Consumers no longer choose - or not exclusively - products according to rational cost/benefit evaluations , because there are many criteria to consider, given that there is a wide offer, and the evaluation would require too high an investment of cognitive resources. In general, and even more so in a context dominated by many competitors, as some scholars have pointed out, human beings do not apply a purely rational choice, because man's rationality is limited ( Herbert A. Simon's Theory of Limited Rationality ), therefore they rely on heuristics and simplifications to make decisions such as purchasing choices. As we explained in the article on brand storytelling .