Storytelling: a strategy for brand communication

CABONI, FEDERICA;DESSI S;GIUDICI, ERNESTINA

2014-01-01

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Abstract

Objectives: The purpose of this research is to understand how storytelling supports existing brands and how it may help starting brands in their first phase of life. Based on the analysis of a case study able to highlight the strong connection between storytelling and brand, the paper highlights the role of the packaging, labeling, and the company’s architecture. Methodology: This paper combines aspects of theory with suggestions coming from the analysis of a case study. This methodology is appropriate for developing a theory through deep comprehension of the empirical phenomena and the context in which they take place (Yin, 2009) Findings: The case study analyzed herein underlines that the phenomenon of storytelling involves not only big company, but also small businesses. Moreover, it highlights that storytelling can be a new way to manage the brand. Research Limits: This study is limited in that it analyzes only one single case. Practical Implication: What emerges from the case study is that a brand’s image can be conveyed through various elements, bringing the company into direct contact with the consumer. Originality of the Study: The contribution we intend to provide is connected with the reduction of insufficient knowledge of the new relationship role between brand and storytelling (Kapferer, 2008). In some scholarly contributions there are many interesting scientific studies with reference to brand and storytelling analyzed separately, but few of them deepen the meaning of the new role of storytelling as it strengthens a brand.