Don't miss updates Subscribe. The goal of micro-storytelling is fostering brand bonding—the building of rational and emotional bonds between customer and brand as a part of the customer experience. Lauder established herself as a rule-breaker, both in spirit and by the simple fact of being a female entrepreneur in that era. She knew if customers just smelled her fragrance, they would fall in love with the products and so would the distributors.
What small businesses should do about them muscling in
Heralded as something new, it means they are going to stop telling just one story and tell a few smaller ones. But it probably is very new to a big business. Until they decide to move onto the next story. Now, as small businesses, it would be very rare to have the kind of marketing budget that allowed you just to focus on telling one part of your story. If you think about the things you do with your customers, you probably tell them stories about different parts of your business. You talk about your products. You talk about your team.
Published in: Luxury Tuesday, 25 September Written by: Theo Leworthy. Most brands may have one thematic story, one message, that they're telling over and over and over, and maybe in different ways. You're not going to get somebody to bond to you because you just told them one story, one time. And, often, brands will have that one story they stick to.
Storytelling is the art of telling stories. We all love stories. Stories affirm who we are. We all want affirmations that our lives have meaning. And nothing does a greater affirmation than when we connect through stories. It can cross the barriers of time, past, present and future, and allow us to experience the similarities between ourselves and through others, real and imagined. The construction of sense is determined by webs of significance that we spin through our lives and building on the experiences and problems that we solve. Intertextuality is the node where a meaning is grouped with other, it is the link with other texts and the richness, both of interpretation and creation Carbonell,