Storytelling – it’s personal!
I was thirteen and convinced that I would transform into a preppy East coast college girl if I just got that classic white Marco Polo blouse. Buying that blouse might not have changed my life but it was the first time I was truly seduced by a fashion campaign. I remember every little detail from faces and clothing to the visual scenery and I can still feel the anxiety and the excitement to become part of something much bigger than me, the exclusive Marco Polo club. This is what great marketing campaigns do. They tell you stories and whirl you into a universe of dreams, hope and aspiration.
- By: Naja Lybecker
- Published: 18-12-2015
Today’s lifestyle consumer is critical and passionate about how to behave as consumers. What to buy from whom and why? When I was a teenager in the 80’s the number of brands to choose from was limited. Today, there are no limitations – consumers meet brands everywhere 24-7 at any touch point imaginable – from traditional shops and department stores to e-stores. As the world has become smaller, the assortment of brands has become bigger.
The DNA of your brand
With the competition harder than ever how can you make a brand stand out from the rest? It’s easy; storytelling - in everything you do from marketing and PR to sales. Every bit of communication has to encapsulate the DNA of your brand. No jumping the fence here. The consumer wants to know everything about you before deciding to buy or not. There are hundreds of different white shirts out there so what makes the consumer choose yours?
Having a designer to tell a brand story is a dream to every PR and Marketing professional. A real person in flesh and blood that embraces life and it’s moments of good and bad with an authentic story to tell. All this is strong and personal storytelling as we like it. Its emotional, trust worthy and unique and it instantly puts the brand into an emotional context which is easy for the consumer to decode.
Start looking at your product
But what if you do not have a designer or a founder to tell your story? Start looking at your product. What is unique? How did it come about? What are the inspiration and the idea behind it? Who makes it and how? Try finding all the elements of..
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Naja is the Nordic PR Manager at PANDORA. She graduated from Copenhagen University (Law) in 2001 but has been working with fashion and lifestyle PR and communication since 2009 - first at SAND Copenhagen and from 2011 at PANDORA. Contributing to winning the Berlingske Detailhandelspris in 2014 for best retail marketing launch of PANDORA’s ESSENCE Collection on the Danish market.