Today, the speech which I want to talk is the power of story by
She thinks storytelling can be used as an effective means for brand marketing.
Using the past as prolog, taking the stories of the ingredients and using them as the basis of explaining what they are selling, it will be a major component to success.
I can’t agree with her more.
First, as we know, in storytelling, the interaction is personal, engaging and immediate. These characteristics allow storytelling to capture the attention of the audiences customers can learn our corporate culture though observation and participation in story.
Second, every great brand must tell a powerful story. In the age of information, people keep giving and getting too much of it when what they really want is insight and what they crave is meaning. Story is the most meaningful way to communicate branded information. Stories humanize your brand because they begin and end with the people whose lives are improved by the products and services your company provides: your customers and employees.
The legend behind “crossing bridge noodles”. During the Qing Dynasty, A student went to study for the imperial exam on an island. Everyday his wife would bring him food, but because of the long distance the food would get cold. One day, his wife killed a hen then cooked it with rice noodle, and took to him. The student’s wife figured out that by layering the broth with oil, the pot was still warm. Since his wife had to cross a bridge to reach the island, this kind of rice noodles became known as “Crossing-the –Bridge rice noodles”.
From this interesting story, customers will know the history of XXXX can be dates back hundreds of years. And also they can learn the science behind XXXX. Customers will think the XXXX is unique.
There are many stories behind great brand, may be the struggle history of founder, may be the reason of the brand name, maybe a how products or services change the customer’s life.
A clear positive and focused story can give you the foundation you need to make the best use of your resources, build a powerful brand, and achieve enduring results.
On the other hand, a negative story can destroy your brand. The scandal tarnished the reputation of your brand.
The story must be reasonable and understandable.
