Brand storytelling in social networks – tell your storyline

Stefano Pace

Marketing Review St.Gallen, 2016, vol. 33, issue 1, 46-52

Abstract: The term storytelling generates more than 40 million hits in a Google query. It is just one clue of the huge diffusion of the storytelling concept in many areas. Marketing is one of those domains where the notion of storytelling has been applied. However, the success of a concept brings also the confusion of the true conceptual core of that concept and its use as a generic catchword, rather than a well-rounded thinking tool. The basic question is: What is a story? And this question is followed by the interrogation: How a brand can tell that good story in the current marketing context? The answer to the first question revolves around the notion of authenticity. The answer to the second question is that consumers are the final bearer of authenticity. Brands should build their own narrative around the consumers' storytelling.

Date: 2016
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