Communicative tools: storytelling

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Communicative tools storytelling sensebranding

• Branding Experience Economy in Multiple
  Contexts
• 3rd March 2006 / AT

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Content

• Critical perspectives on the new economy
• Sensebranding Lindstrøm Gobé
• Singapore Airlines
• Mortens Kro
• Limitations to sensebranding - discussion
• Storytelling as market communication tool
• Pros cons
• Storytelling in use Falsled Kro

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The new economy (Löfgren 2003)

• Crossovers mixes
• consumers become producers
• bringing together different trades
• A cultural mode of production
• producing atmosphere, symbols, experiences,
  events
• catwalk performances, impression management
• Speed change
• improved logistics comm. technologies
• becoming a fast company
• Creativity dreams
• evolve through surprising combinations
  (WorkPlay)
• Hands-on manuals in dreams, storytelling

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The new economy Janus faced (cont.)

• Plenty of aesthetic form vs. little content
• New technologies
• empacipatory vs. enslaving
• new chance for peripheries vs. cities hot spots
• New economy with old gender patterns male
  dominated

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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
• Locale (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 (in pairs)

• 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

• 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
• consumers gain meaning from good stories

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Storytelling the fairytale version

• 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

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Storytelling as market com. tool
(www.kommunikationsforum.dk)

• Cons
• everything is storytelling diluting the tool
• manipulative opium for the people
• should be true
• more than fairy tales use other genres

• Pros
• conflicts are eye-catching balances
  communication
• concrete clear communication
• engages the consumer creates structure