Advertising innovation is less about technological resourcefulness than about developing a particularly provocative strategy. Of course, first and foremost, you need to know your target audience.
During creative processes, it is common —and perhaps necessary and obligatory— to develop a narrative; that is, to generate a communication discourse that conveys what is distinctive about a brand. And storytelling is an effective way to do so.
Storydoing is an experiential and experiential approach to brand values
If we go even further, we could say that it is also possible to get the public to approach the brand, its values and its uniqueness, based on their own experience. This involvement of the customer in the story of the brand, which is also their own story, is storydoing.
So how do you know which strategy is best for you today and how to implement it? Let’s review together some of the characteristics and distinctions between storytelling and storydoing.
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To begin with, we would like to list of suriname consumer email mention a commercial that the Quilmes brewery (Argentina) broadcast during the 2002 World Cup. It includes a song that tells the story of the sport: from children playing on the ground to world recognition and the emotions it arouses in the population.
Since then, the song from the commercial has endured Storytelling vs. Storydoing as a World Cup anthem. Interesting, isn’t it?
Example label quilmes
The advertising worked very well for several reasons that contributed to the perfect synchronicity between ignore trends & 5 more ‘good’ business tips various aspects: the brand profile was a determining factor. To start with, the logo bears the colors of the national flag (the Argentine flag is blue/light blue and white).
The name of the beer also evokes the name of a region in the metropolitan area and also that of one of the aboriginal peoples who moved esperanto leads through the territory during the independence process.
On the other hand, Quilmes is the official sponsor of the Argentine national football team and this sport – as well as its representative idol, Maradona – is an undisputed citizen heritage.