Besides the known benefits of Storytelling:
- Brand awareness and positioning
- Brand loyalty
- Sales
- Connect the brand with audience
Storytelling also plays a fundamental royal in the perceived value of a brand.
There was a study done by Hollywood screenwriter John Glenn, this study shows the power of storytelling and it’s impact in the perceived value of a product.
The experiment found that pairing a story with a product, service or experience can increase its perceived value by up to
2706%.
He attributes this effect to the way that stories impact our brains and emotions. Listening to a story promotes the production of oxytocin, a hormone associated with trust and connection, which can enhance the feelings of affinity towards a product. Which then can increase the amount that customers are willing to pay for the product.
So by crafting narratives that resonate with your guests, you can build stronger connections with them and increase the perceived value of your products.
Van Cleef & Arpels are a great example of storytelling and very few brands are so incredibly aligned and coherent.
This is a little video of an activation Van Cleef did at the Dubai Watch Week back in November. The theme of the experience was: The Poetry of time. And just like everything they do, they presented a beautiful universe of love and fantasy.
Always loyal to the love story of their founders: Alfred Van Cleef and Estelle Arpels they had different moments where customers could engage and couples could take pictures over a bridge, they could send postcards to loved ones, wear flowers and many more, the universe of Van Cleef is an intentionally crafted world of illusions, poetry and love.
Do you have a well define story and narrative? Have you designed the universe of your brand?
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