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What is Brand Storytelling

Chapter 2
Handbook of Research on Transmedia Storytelling and Narrative Strategies
Brand storytelling consists of stories that will stick in the minds of the consumers. These stories are sometimes completed by consumers, who will become a part of them. Therefore, the target groups feel engaged in the brand and become a part of a long-lasting communication.
Published in Chapter:
The History of Branding Narratives: From Oral Culture to the Digital Age
H. Burcu Önder Memiş (İstanbul Arel University, Turkey)
Copyright: © 2019 |Pages: 17
DOI: 10.4018/978-1-5225-5357-1.ch002
Abstract
This chapter contends that along with the digital culture being effective in the lives of individuals, the demands, tastes, entertainment and shopping patterns of groups have also changed. This change is undoubtedly a major influence on the development of communication technologies. However, as the communication technologies evolve, the decision is made by individuals using these technologies in their lives effectively. Listening to the story, imagining the heroes of this story, and mental communication with the heroes of the dream-like story are the features that human beings bring from the oral culture period. Nowadays, the desire to listen and listen to the stories of the individual is part of the consumption process. In this context, transmedia, history and transmediatic transformation of brands will be explained in the chapter.
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