![]() ![]() Ī brand story, just as most other stories, contains a plot, characters, a climax, and an outcome that causes empathy in listeners and helps them to remember the story (Woodside, 2010 Singh & Sonnenburg, 2012). Big brands made headlines with campaigns based on storytelling, three of the most famous examples being Ben & Jerry’s Flavor Stories, Dove’s Real Beauty Sketches and Old Spice’s “The Man Your Man Could Smell Like” campaign. But why is exactly this tool so powerful for heritage brands? This is the question this article is going to take a closer look at, from a theoretical angle and by looking at the case of Victorinox.Īccompanied by the rise of online communication, storytelling has been acknowledged as an important branding tool particularly since the early years of the new millennium (i.a. Especially with content marketing currently being one of the hot topics (Waggener Edstrom Communications, 2014). Storytelling has received a lot of attention over the last few years. Does today’s social media fit with their promise of heritage and traditional values? How can typical heritage brands stay relevant in the era of online communication? How can they transfer their long-time developed values and track records to the new digital communication tools? The answer is storytelling. But for heritage brands, this decision has been a bit more difficult. In recent years – the era of increased online communication – they have been confronted with the decision for or against using online marketing tools, like most other brands. Those are called heritage brands (Urde et al., 2007). Famous brands like Patek Philippe (watches) and Johnnie Walker (whisky) use their long tradition and heritage as the main aspect of their positioning strategy. “Since 1884”, a promise of longevity, tradition, and craftsmanship. The power of consumer generated storytelling for heritage brands in online communication ![]()
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