But we're not just talking about the description of these items on the About Us page of the website. Brand storytelling goes much further. This branding Business Email List area creates a narrative, with the elements and techniques of storytelling, to speak in an attractive way about your origins, your trajectory and the values that guided Business Email List your choices. We are not talking about invention either. You can use fiction in brand storytelling and create a more interesting narrative — and therein lies the art of storytelling. But you can't make up Business Email List facts about the brand's history, okay? People connect with transparency and authenticity.
When they feel let down, the brand throws stones at its own roof. Why use brand storytelling? We live in a fast-paced world. There is no Business Email List time for anything anymore, but new stimuli, new information and new Business Email List demands continue to appear to occupy our day. Consequently, consumer attention to brands is increasingly dispersed. It's so Business Email List easy to forget what brand the ad you saw was — after all, there have been so many in one go... It's also easy to switch from one competitor store to another — just open a new Business Email List tab on your computer... At the same time, people are looking for stronger connections with brands.
As the new generations advance, brands and consumers establish ever closer and more human relationships. Millennials no Business Email List longer want brands that only sell products — they want real commitments to society and the future of the planet. Starting with generation Z, this demand on brands intensifies: they must have a purpose Business Email List and values that connect with the audience. For this reason, brand storytelling has become one of the main branding strategies. Stories are capable of engaging people on a deeper Business Email List level, awakening emotions and affective memory, triggering empathy and generating identification.