Hold On!

Hold Up

Please select a minimum of three sectors in the menu above.

Got It
  • 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) ©
REPORT

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

Scope
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 ...

Canvas8

Related

  • Article image

    2016 Expert Outlook on home

    In the future will we build our own homes? Will we be pimping our kitchens? How will provenance play a part in interior design? As part of our Expert Outlook 2016 series we speak to three home experts about the future of interiors, Third Age Housing and the ever-changing family unit.

  • Article image

    Lufthansa Bedtime Stories: keeping business travellers connected to their kids

    Parents can regret the lack of quality time spent with their kids – a guilt that’s magnified for those who travel for work. Lufthansa is helping parents relieve this guilt by installing recording studios at departure gates in airports. But do kids want a bedtime story sent straight from the terminal?

  • Banks are using apps to become lifestyle brands

    Banks are using apps to become lifestyle brands

    As the financial sector works to make services increasingly streamlined, mobile money has gained popularity as an easy and secure way to handle cash. Now that apps are more readily accepted, banks are leveraging these platforms to reposition themselves as lifestyle brands.

  • Article image

    Argos Birthday Club: taking the pain out of kids’ party planning

    Kids birthday parties are pricey. UK parents spend more than £200 on cake, entertainment and party bags each year. Argos has launched a Birthday Club to aid party-stricken parents, offering ideas, tips and 20% off party essentials. Could it become the go-to brand for setting birthdays off with a bang?