STORYTELLING

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• Power of Storytelling for Luxury Brands

  Storytelling is an age-old yet extremely powerful tool to captivate consumers, cultivate lasting relationships with them and ultimately drive sales. By conveying stories around brand history, founders, designers, famous clients and products, brands become more than only an assortment of goods or services. Through storytelling, luxury brands engage, spur emotions, and become larger-than-life experience for its customers. Storytelling improves brand performance by increasing customer retention and loyalty.

  

• ICS 2024: Should brands give influencers free rein?

  In a panel discussion at the India Communication Summit 2024, experts delved into the significance of effectively selecting and managing influencers, emphasising authenticity, credibility, and fair compensation. They also tackled the challenges of balancing regulatory compliance with creative freedom in influencer marketing, with some panellists expressing concerns about regulations potentially stifling brand messages.

  

• National PR Day - An ETBrand Equity Special

  On National PR Day, ETBrandEquity conducted a live chat on professional networking platform, LinkedIn. The conversation brought into focus the tales and travails in the lives of PRs at the workplace and how one could find a way out of the maze and decode the future of communications in the digital era. Excerpts from the discussion:

  

• Women leaders redefining diversity narratives in communications

  Despite the patriarchal influence in society, women have forged their own path within this fiercely competitive industry, carving out a distinct place for themselves. And, women leaders continue to emerge, standing as luminous beacons, ardently weaving threads of equality, empathy and understanding to bridge the DEI gap actively.

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• The future of brand and media communication lies in data and distinctive storytelling

  In the modern era, where communication channels are abundant, the true essence lies in the story itself. How you narrate the story along with the wisdom of understanding your platform matters even more. Therefore, it is crucial for communication professionals to be adaptable in an ever-changing media landscape.

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• The importance of authentic storytelling in brand building

  In today's marketing marketplace, real storytelling is more than a tactic; it's a requirement. It is essential for forging genuine connections with customers, as well as developing trust and loyalty. Authentic storytelling isn't about telling the world how fantastic your brand is; it's about showing the world why your brand matters.

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• How CaratLane uses Reels, Creators & WhatsApp to fuel its growth strategy

  In this episode of ‘Performance Talks’ by Meta, Avnish Anand, Co-Founder and CEO of CaratLane, discusses the brand’s unique marketing strategy that is empowering them with enhanced growth and customer engagement in the jewellery category

  

• Two birds, one stone: driving commercial outcomes and long-term equity

  Brand-building initiatives built on customer-centric insights and with emotions-led story-telling at its heart go a long way in establishing a strong foundation for businesses. It helps create a distinct brand voice in the minds of the consumers and also helps in improving pricing power. Not to mention, brand building is key to growing penetration that should be of prime importance for businesses given the India potential.

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• Long copy, short attention span: Bobby Pawar on whether copywriting is a dying art

  In the era of toddler-like attention spans, does anyone even read anything longer than a meme anymore? They just might, if copywriters know how to make the mundane interesting. It’s a skill that can’t be learnt in minutes, days, months or even a year, says the former chairman and CCO of Havas Group India.

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• Of stories and storytellers

  Storytelling is intrinsic to us and we are all storytellers. Storytelling is what separates humans from other animals. We can talk about things we’ve never seen, touched, or smelled. It mesmerizes and stimulates our imagination and gives us wings.

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• Unlocking brand character with the right storytelling

  Storytelling has been a crucial part of human communication for as long as one can remember. It conveys values and information in a way that deeply resonates with the human psyche. When applied to branding and brand identity, the same becomes a powerful tool that helps translate the brand's principles into nurturing a brand's character.

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