The Power of StorytellingStorytelling in FMCG Branding

Rudolf Tjandra () and Amalia E. Maulana ()
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Rudolf Tjandra: Kalbe Group
Amalia E. Maulana: BINUS University

Chapter Chapter 6 in Navigating ASEAN, 2025, pp 63-81 from Springer

Abstract: Abstract StorytellingStorytelling has long been a fundamental aspect of human communication, and its strategic application in marketing leverages both psychological and socioculturalsociocultural insights to create deep emotional connections between consumers and brands.

Date: 2025
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DOI: 10.1007/978-981-96-9701-4_6

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