Brand storytelling is the use of authentic, emotional stories by an organisation to drive growth and foster customer loyalty.

1. Brand Storytelling Marcela Lopez – s4602223
Jose Erick – s4575060

2. Brand storytelling is the use of authentic, emotional stories by an organisation
to drive growth and foster customer loyalty.
The main character is
your customer.
Disney customers.
Your brand is
the guide.
Workshops.

3. it’s not to
make money
$ Not sneakers or sports equipment,
Nike stands for athletic excellence.
Not theme parks or movies,
Disney stands for family happiness.

4. What!
How!

5. Why!

6. Knows deeply
their target
Customers
Decision Making
Types of Buying
decision behaviour
What channels?
New channels?

7. Buying process
Characteristic
influencing
customer behaviour
New category
buyers
Types of Consumer
Purchase

8. Segmentation:
Psychologists
Consumers have
different motivations
that drive their
purchases
Economists
Imperfect competition
exists; consumers have
unique needs
Marketers
The market is
comprised of different
segments

13. Thank you! Marcela Lopez – s4602223
Jose Erick – s4575060