The impact of storytelling in winnig over consumers
DOI:
https://doi.org/10.34630/tth.vi3.5075Keywords:
Storytelling, Consumers, Stories, Spotify, BrandAbstract
Storytelling is a communication technique that has been used as a strategic tool for building and promoting brands and products. Currently, more and more companies are starting to see the importance and strategic potential of using this narrative resource within their branding strategies. In this article, I present a reflection about the importance of this art, some trends in the area and examples of success that a major brand had after applying the storytelling: Spotify. The versatility of storytelling application allows it to be explored in various media in an integrated way, strengthening the appeal and comprehensiveness of the message it aims to convey, managing to conquer and engage consumers.
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