66) How To Craft a Brand Story
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In this episode of CoBB | Conversations on the Business of Brands, Sharan and Sudeep dive into the art of crafting a brand story that resonates and sticks in the minds of consumers. They delve into the essential elements that make a brand memorable and meaningful in the cluttered world of consumer choices.
The hosts emphasize the importance of finding a role for your brand in consumers' lives, drawing parallels with iconic brands like Mentos, Eclairs, and MDH.
They break down the process of identifying tensions in consumers' lives, exploring scenarios where individuals want to do something, but obstacles hinder them, or they aspire to feel a certain way but face challenges. The revelation of these tensions forms the foundation for crafting a compelling brand story.
Listeners will discover the crucial steps in communicating the identified role to consumers through storytelling. The episode unfolds with insightful examples from brands like Harpic, Surf, and 5 Star, dissecting the context, setup, and resolution of tensions within their stories. Sharan and Sudeep also highlight key elements of compelling storytelling, including authenticity, memorability, a worthy resolution offering hope, and the ability to evoke a range of emotions.
Tune in to this episode to gain invaluable insights into the art of crafting a brand story that not only captures attention but becomes an integral part of consumers' narratives. It's a journey through the intricacies of brand storytelling, presented with the signature blend of authority, simplicity, and a touch of their quintessential humour.
As always, do mail us your feedback, comments and any questions you may have for our hosts at mail@cobbcast.net We love hearing from you.
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CREDITS
- Album Art & Design by ting.in
- Voiceovers by Anjale Stephanos
- Audio Edit by Janhavi Pethkar
- Music from Zapsplat.com
