The art of storytelling for brands

Storytelling raises brand awareness and attracts new followers. Your story is how your company or organization will be remembered by your customer base. People connect with people, not brands. No story, no sales. Think it's an exaggeratedly bold statement? In fact, according to Arianna Huffington, "People think in stories, not statistics, and marketers need to be master storytellers".

Daniela Goicochea, Co-Founder and CEO at BrandCrops strategic consultancy, and Former Chief Communications Officer at Goiko, talks about her own experience delivering succesful stories at brands like Goiko. Together with Alberto Guevara, academic coordinator of the MSC in Marketing at the UPF Barcelona School of Management, she analyzed how brands are using storytelling to engage with their audience: Netflix, Dove, Nike, Estrella Damn, Ikea, Amazon, etc.

But, which are the ingredients for a great story?

  • Time & Space
  •  Characters
  • Plot
  • Appeal to the Senses
  • Drama

But, people really smell a fake story. So, authenticity is always important. Wich are the necessary attributes  to ensure the success of the story?

  • Consistency
  • Relevance
  • Authenticity
  • Empathy
  • Purpose

More information

See presentation by Daniela Goicochea
Watch the video of the session online

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