![]() Nevertheless, NESCAFE Gold Blend was widely recognised: a fact, which Nestle turned to their own advantage. It was really only known among coffee connoisseurs, and the rational product-focused message was only interesting to this limited audience. But Nestle was up against a challengeĮven though NESCAFE Gold Blend was doing well and had gained a position in the market as a gourmet coffee, the brand was not accessible to the majority of the buying public. Up until 1987, English commercials for Nescafe Gold coffee had focused entirely on the product, emphasising the golden coffee bean as a symbol of their high quality coffee. An example (aka story) can be found at the four elements of storytelling Each element will form the basis of the next four weekly blogs. ![]() Having discussed the four elements of storytelling, we are now ready to delve deeper into the relationship between branding and storytelling and shed light on how storytelling can be applied by marketers. It must have a precise structure to propel it forward and maintain audience interest. Given the fact that we can only tell one thing at a time, and that a story exists only as a progression of events within a given time span, the sequence of events needs careful consideration. The flow of the story and its events are vital to the audience’s experience. ![]() Once your message, conflict and cast of characters are all in place, it is time to think about how your story should progress. Based on our need to have balance in our lives we will usually emphasise with a person faced with a conflict. The audience must be able to identify with both the hero and the problem. Here it is important to keep your target audience in mind. In order to get personally involved with a story, we must be able to identify with the characters. We have seen how conflict marks the turning point in the story, but in order for this conflict to play out, you need a cast of interacting and compelling characters. As storytellers, we get our message across through conflict and its resolution.Īnother basic element is your characters. When faced with a problem – a conflict – we instinctively seek to find a solution. So, as soon as harmony is disrupted we do whatever we can to restore it. As humans we instinctively look for balance and harmony in our lives. But why is this the case? The answer lies in human nature. Without it, there is no reason to tell stories – at least not with a strategic purpose.Ĭonflict is the driving force of a good story. But first you must develop a clearly defined message. Rather, for most marketers storytelling is about using stories to communicate messages that reflect positively on the brand. Storytelling as a branding tool is not about telling stories just for the sake of it. These elements can be mixed, matched and applied in a variety of ways depending on the context in which the story is told, and its purpose. However, there are some basic guidelines that can be used. Storytelling encompasses so many different factors that need to be fine-tuned to a specific audience and a given situation, that it is virtually impossible to lay down a hard set of rules. ![]() And it would be naïve to assume that a narrow interpretation of what makes a story good will help us to become better storytellers. Unfortunately, there is no fixed formula. What constitutes a story in the first place? And what is it that makes a story good? But it is this same instinctive understanding of storytelling that causes confusion when we speak of storytelling and branding.īecause it is often assumed that we have a shared understanding of what makes a good story, the fundamental premises for storytelling are often left unexplained, and this can cause confusion as to what the concept of storytelling actually entails. So it is easy to spot a good story when we hear one. Now even as adults, we continue to hear a multitude of stories every day over the breakfast table with our families, from our colleagues at lunch, from friends over a coffee, or through the media and the many commercial messages that deluge us on TV, radio and Internet at any given time. Ever since we were children we have been told stories. Like the four elements of nature – earth, wind, fire and water – there are four elements that make up the core basis of storytelling. Last week we delved into how to tell a brand story.
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