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  • How can brands make themselves valuable at major life events?
  • How can brands make themselves valuable at major life events?
    Basheer Tome, Creative Commons (2011) ©

Where should brands fit into our life stories?

Storytelling has become a guiding principle for great marketing, letting companies neatly fit into consumers’ lives. But with one well-timed ad capable of changing someone’s shopping habits for years, how can brands address our milestone moments without seeming opportunistic?

Location North America / Northern Europe

Storytelling has become a guiding principle of marketing. As such, brands strive to tell compelling, inspiring tales about who they are, what they stand for and what they can do for us.

Yet it isn’t just brands that rely on this device. According to narrative psychology, storytelling is an integral part of being human. Our narratives of events and other people help us understand the world. The stories we tell about ourselves and our experiences impact our memories, behaviour and identity.

Some aspects of our biographies are more significant – and predictable – than others. So it’s not surprising ...



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