Good storytelling awakens desires and pushes brand awareness.

There are good stories and well-told stories. The best ones are those that have both: interesting content and successful storytelling. As much depends on the latter, the staging so to speak, as on the relevance of the story itself. If it is not told in an understandable, exciting or emotional way – depending on the context – even the most original idea is useless. So if good stories are staged appropriately, we are usually fascinated by them. This is because a whole range of conscious and unconscious reactions take place within us when we receive a story. This is why stories, especially real, non-fictional ones, can have a major influence on our thoughts and perceptions – and therefore also indirectly on our actions. This prospect is particularly attractive for marketing, where stories – even if it may sound a little pathetic – have the power to guide purchasing decisions. Investing in creative storytelling ideas always pays off.

Storytelling as part of a content strategy – whether in print or online, within a campaign or for end-to-end brand communication – is primarily about wrapping relevant information (the added value of the product, service or brand) in a story and telling it to the target groups in a way that motivates them to buy the product or use the service. Sometimes, however, storytelling is only aimed at increasing brand awareness and putting the brand ahead of the competition with an original appearance.

However, the conditions for sophisticated storytelling seem somewhat adverse at first: sensory overload wherever we look. “Fight for the attention” is the motto. But how? That depends very much on the individual case – on the brand, the corporate identity, the message, the channels, the target groups and, in fact, largely on the courage of the decision-makers. Because we can only advise our customers to do this again and again: Courage, openness and a small pinch of risk-taking are the perfect breeding ground for truly extraordinary stories. If brands are prepared to do things a little differently this time, that’s the first step towards progressive advertising. With stories that actually attract attention and have a lasting effect. In other words, that stay in the mind. And if they manage to do this, then storytelling becomes storyselling: with well-placed CTAs, the brand generates valuable leads. Whether and to what extent this happens, of course, ultimately depends on the idea and its implementation.

Do you find the storytelling approach interesting? That’s a good thing, because so do we. We’ll be happy to support you: from target group, market and competition analysis to the basic communication strategy and creative content development through to consistent tracking and reporting. This is how storytelling becomes storyselling. And that’s just another word for what we’ve been doing for over 40 years: Brand & Margin^®.

For our customer ABT Sportsline, we are focusing on storytelling for the market launch of the RS6 Johann Abt Signature Edition: Schindler Parent tells the success story of 1896, which begins with an anvil. Today, a part of it can be found in every center console of the exclusive vehicle series.

In the anniversary campaign for Theben, we also bring the story of company founder Paul Schwenk to life for customers and employees – in the new image brochure, on the company’s own microsite, in the packaging design and in the major anniversary campaign.

We inspire people for brands.

With proven success.