Communicative tools: storytelling

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Communicative tools storytelling
sensebranding, 25.03.08 /AT

• Lessons to be learned from world of fashion
• Sensebranding Lindstrøm Gobé
• Singapore Airlines
• Mortens Kro
• Limitations to sensebranding discussion
• Storytelling as market communication tool
• Storytelling customer experience
• Storytelling in use Stora Hotellet Fjällbacka

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Lessons to be learned from the world of fashion
(Kunzmann 2005)

• Identity style..continuity innovation
• Images matter.postcards, websites, journals
• Beauty..architecture trees make a difference
• Catwalks are essential...public spaces
  essential
• Quality....only cheap products can be copied
• Little things matter.from lightning to street
  furniture
• Fun entertainmententertainment is a basic
  need
• Cosmopolitan perspectiveconsumers are global
• Ready to wear haute couture.necessities
  flagships
• Creativity and experience.linking the old the
  new

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Brandsense (Lindstrøm 2005)

• brandsense next generation branding
• brands as sense experiences holistic selling
  propositions
• from 2D (see, hear) til 5D ( taste, smell, feel)
  branding
• the use of senses varies from market to market
  priority sensitivity

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Sense strategies (Gobé 2001)

• sensory experiences are immediate, powerful and
  capable of changing our lives profoundly, but
  they are not used to their full extent in
  branding initiatives (p.68).
• emotional appeal engagement
• affects the speed of shopping, willingness to
  wait, amount of money spend

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Smell
Taste
Feel
Singapore Airlines
Sight
Sound
(Lindstrøm 2005)
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Mortens Kro Participant observation
(Christensen 2005)

• Modernity (prim.)
• DJ music, modern art, untraditional taste
  combinations setting of table
• Local (sec.)
• kro, Danish flags, local goods
• Quality (prim.)
• presentation of dishes, see the cooks work, taste
  quality goods and cooking, feel leather sofa,
  heavy cutlery, cotton napkin
• Guest in focus (prim.)
• a table for the night, perfume lotion at
  toilets, fresh ice water

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Discussion

• Are the limits to sensebranding - can it become
  counterproductive?
• Is the strategy more useful in relation to some
  products rather than others?
• Is sensebranding applicable worldwide or does
  this strategy encounter more barriers on some
  markets than others?

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Storytelling (Mossberg Johansen 2006)

• branding is the end, storytelling the means
• a good story can communicate branding values in
  an easily understandable way
• ties the company and consumer closer together
  brand community through shared stories
• consumers gain meaning from good stories
• stories stay in peoples memory longer should
  be easy to retell

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Storytelling basic ingredients

• Message
• the core, only one message per story
• Conflict
• message communicated via conflict and the way it
  is solved
• finding the right level of conflict
• Role distribution
• Hero, adversary, helper, giver, receiver
• Plot
• Progresses within a limited time frame
• Start (catch attention) conflict escalation
  climax harmony reestablished / surprise

Fog et al.2003
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Storytelling customer experience (Mossberg
Johansen 2006 p.37)
The story
Experience room
Staff
Customers experience
Other customers
Product/souvenirs
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Further readings

• Lindström M. (2005). Brandsense. London
  Kogan-Page
• Mossberg L. Johansen E.N. (2006). Story Telling.
  Marknadsföring i upplevelseindustrin.
  Studentlitteratur
• Kaufman B. (2003). Stories that sell, stories
  that tell. Journal of Business Strategy,
  March/April
• Fog et al. (2003) Storytelling. Branding i
  praksis. Samfundslitteratur.