MARKETING
Storytelling in commercial communication
Communication means telling stories. This is especially true in marketing. Products are associated with brands, campaigns are part of a strategy, and various strategies follow a (corporate) cultural maxim. The more established and well-defined such a culture is, the more captivating its stories will be.
The four cornerstones of every brand story
Craftsmanship is of elemntary importance in communication – from planning to design. Without background there is no content, without a roadmap there is no goal. The foundation of every good solution still consists of knowledge, experience, techniques, ideas and the creative application of these virtues.
Understanding products, consumers and markets is not just about analytical scrutiny and interpretation. Everything begins and ends with the customer’s story and their world of experience.
Serving markets means knowing your bearings. This requires orientation, provisions and route planning. And leads to your destination, at times through cleverly chosen shortcuts.
To reach people you need to speak their language and convey relevant content. The R in PR & CRM stands for Relations. An attractive story is the beginning of every relationship.
Art is communication through text, music and visuals. They all tell or are part of a story. Every creation needs a good storyboard and good craftsmanship in the sales process
From the Blog
