Storytelling, myths and identity
Martin Roll
Why is a brand worth buying, people, Product, Price, Place or promotion more than the consumer to believe that the values of a parallel narrative, at the time, it means you’ve laid the foundation of an iconic brand.
Many companies would like to create a brand that would become an icon, but the icon may not be luckily, we know. If you want to be an iconic brand, the work is carefully planned and you must apply. The board of directors, leadership by doing this purpose, assume the task of creating a common vision for the whole organization from beginning to end. For this long-term perspective with short-term performance, you need to establish a balance between – this is a difficult task, especially for public companies.
Identity myths and storytelling, creating iconic brand to take on a key role, but the successful stories of substitute products and services. Firstly the most powerful brands on the basis of product and service performance. Secondly, these high quality products and services on the market to reveal their positions farklilastirili is – most of the time, with innovation as an integral part of the company culture. Third, all profitable and well-managed activities by maintaining a long-term plan may remain faithful to, and they might be able to turn it in difficult times. This powerful pre-conditions are fulfilled, assuming that after that, as well as being a genuine icon of the last of the size comes from; a strong emotional connection.
Coca-Cola, Harley Davidson, Giorgio Armani, Apple, Chanel, IBM, L’oreal, Louis Vuitton, Sony, Amanresorts and Singapore Airlines such as if you take a look at the most iconic brands in history, we can see very similar common features. All of these brands, quality management, innovation, and operations in areas such as forces to establish strong emotional bonds with their customers by reaching far beyond what you can provide and have managed to maintain. Masters in storytelling instead of their own communities and their own brand are transferred to the responsibility of sharing these stories. Iconic brand to reach the location, it is necessary to create a myth of identity.
The myth of the creation of identity
In today’s world, brands inanimate “things” are not, on the contrary, companies that provide identity and personality by adding to express themselves through the consumption of the customers. Hence, customers are actively involved in attracting and various branding activities to ensure that customers can easily identify and relate to brands that it is necessary to have a solid story. This story just must not provide a feature that is authentic to the brand, also provide customers must purchase or the ability to express their own identity through relationship building.
In our modern society has the burden of information overload, and the average person is exposed to more information than can properly digest. Therefore, by minimizing the amount of information that people need in order to make reasonable decisions and they’re trying to make your life easier by using various shortcuts. The masses of the product features and original that needs to hold on to things that are more permanent.
Our narrative is pesindeyiz. Intuitively, we look empty plates and weave a web of stories to give meaning to the world around us. Naturally the trappings of sales we suspect, but we’ll be out of a defensive position when it comes to stories. Because stories will appeal to our imagination. Promotions and discounts at creating true loyalty is really useless. Storytelling, and how important our relationship is our shared our views is located in the center point. Important brand to consumers and is reflected touched their lives in a way stories can be described with a single word. For example; freedom (Harley-Davidson), power (BMW), design (Apple) Grace (Dior), imagination (Lego) beauty (Estee Lauder) or security (Volvo).
Sociological studies, brand, image, story, and elements such as association, thanks to a common value, and creates a deeper meaning and as a result, the possibility of switching to another brand consumers is decreasing. Because networks of these elements are shared by the consumers, thus occurs in a discourse about the brand generally accepted. The shared traditions of individuals is difficult to give up, hence changing the brand is even more difficult.
Create powerful brand stories
The purpose of the iconic brand, a company who wants to create clear , you must have an idea superior to all others. To win market share from a regular competitor in a particular market, or a product of “preferred supplier” being more than you should aim for. Vision and mission of the brand are the cornerstones of the strategy and the board of directors. The priority to be given to each and all of the stakeholders understand primarily senior managers must decide. Unfortunately, prioritizing is a topic that many companies have failed at the outset. While promising, most of the managers the power to give direction to all the efforts of the company, as they will give particular priority to the price of the company’s shares. This does not mean that they should give importance to the values of managers to shareholders – of course they should. But those who manage sustainable so that it knows which iconic brands, financial performance, primarily and in particular, in the direction of giving more importance to buying products not to buy the shares should be conducted.
Assume that a company’s vision and mission are correct, how will this become a story? Thanks to the people of course. Brand perception, first and foremost, with thousands of products from the experience occurs. Great storytelling, about the history of the brand, based on a story meaningful, it must be ozgunlestiren him.
Brands, which brand makes lasting brand stories carefully it is to feed their culture. Company brand able to provide an experience that is faithful to the mythology, however, recruitment processes, payment systems, education, and measurement schemes appreciation by making one of the more compatible directly with the brand promise of the bindings and the ideal culture is possible.
Include more than one storyteller
The message itself is a beginning, but the message to iletenl you can’t forget. Your product or service may be excellent, but if it’s the people that will continue to their own mythology, the impact of marketing activities in place counts. In the field of marketing to consumers, the most influential at the top of all the other impressive force. Nowadays, with more than half of brand communication, takes place between friends. Written words from language to language, marketing power at a rate of 54 per cent of internet users have been found to be 65 percent increase and percent using social media. In particular, the brands not mentioned even in the cases of these logged when displayed, are shared, and “like”is Laniyo. The potential of the company’s impressive, it’s not only words, and words, you need to equip it with the moment of speaking on their behalf.
The most important result of developing an iconic brand, a brand is the power of communities. Their loyalty to brand, brand community to come together to improve their experiences against each other, bound by a sense of moral responsibility means a group of loyal customers. The most important benefit is that it provides the brand, communities, real-time feedback, to give is to give companies the ability to constantly create value with them. This allows you to live a memorable experience by being involved in the value creation process of customers.
Results
Why is a brand worth buying, people, product, price, promotion, place or a thing, it’s much bigger than them believe that there is a parallel narrative to the values of the consumer in excess of at the time, it means you’ve laid the foundation of an iconic brand. To be iconic, customers through a unique purchase allows you to express a strong feeling that the sense of self can be defined as. As a result, the nature of culture is woven into the fabric of the community and a permanent cultural brand of the winning companies, communities and contributing feeding skilled in the art of storytelling and the story repetitive. To acquire an iconic brand status, primarily by buying their products and strongly considering the emotional needs more than anything else, it is necessary to create an identity that is driven with MIT.
