Brand Storytelling and Narrative Advertising

Abstract

The stories in the basis of human life and the culture of societies have been mediated by the fact that individuals have been able to make sense of their own selves for centuries. Similarly, stories are important for brands to identify their own identities and to recognize their target groups: Stories that accurately reflect the personality of the brand play an important role in the formation of the brand image and identity. As a marketing tactic, storytelling is based on the proposition that people remember information better when it is described as a story rather than as a fact list. The most important purpose of advertising is to stay in mind and even dig in the memory of its recipients. For this reason, the repetition of the product name, slogans and logos are no longer enough alone in today's communication-overloaded and heavy-competition conditions. In this study, based on the concept of narrative and its origins, an evaluation of both traditional and transmedia narrative formats related to the process of creating a brand story and the narrative use in advertising has been made.

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