A great tool for brand building – Story Telling!

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If you were fortunate enough to be raised in the pre television days, you would definitely understand the power of story telling. Most probably, your grand father or mom would spend time telling you a story, either in a gathering with other kids, or as they put you to sleep.

GCPL’s Sunil Kataria says – Research shows that we retain facts more readily if they are presented in narrative form. The very act of listening lights up the brain, persuading it to share in the emotions of well-etched characters.

That’s why, great brands fully grasp the importance of good story telling.

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Take this TVC for instance. Fittingly, it is titled – Never underestimate the power of a great story.


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Or consider this TVC for Ericsson Mobile Phones that happened to be the first one to win a gold at Cannes – One Black Coffee Please. You might be interested to know that it was done at an agency called Nexus Equity in 1996, where I cut my teeth as a copywriter.


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My favourite of course is the TVC created by O&M. A heartwarming tale of two separated friends, it has been executed on a large canvas. And rightly so, because the brand which is telling this story is none other than Google. It is titled Reunion.


As Seth Godin puts it crisply – people do not buy goods and services, they buy relations, stories and magic.

The good news is, that it can work even if you do not have huge budgets to spend. So, do you think it’s time to put that magic to work for  your brand?

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