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Storytelling - Branding Strategy Insider

Brand storytelling is the art of connecting the hearts and minds of customers to shared values and ideals that define the “sacred truth” of why the brand exists and who benefits from its existence. Compelling brand stories serve to remind us of something sacred and valued about ourselves rather than promoting some new product feature or additive. Explore the best practices in brand storytelling strategy on Branding Strategy Insider.
Differentiation Lies Beyond The Unique Selling Proposition

The concept of the Unique Selling Proposition (USP) has been enshrined in marketing and sales circles for decades. Advanced by advertising executive Rosser Reeves in the late 1940s and 50s and then introduced into the lexicon in his 1961 book Reality in Advertising, he called on brands to extend their product advertising from product features to the specific unique benefits their product delivers to consumers.

The Brand Strategy Of Self-Expression

Self-expressive brands enable us to express our inner selves, “the way others see me.” People who want to express their “real me” are more engaged with brands online and are motivated to co-create brand value. They become brand advocates. Ultimately, they are willing to pay a premium and will develop a long-term relationship with the brand.

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