Narratives in building brands: storytelling and marketing communication
DOI:
https://doi.org/10.11606/issn.2238-2593.organicom.2014.139224Keywords:
Storytelling. Marketing. Communication. Brands. Advertising.Abstract
In recent years the term storytelling became part of the discussions on communication and marketing strategies in companies. Observing this trend, this paper presents a retrieval of the origins of the relationship between marketing communication and narratives, in addition to presenting how the issue has stirred the market and the actions of agencies and companies. Furthermore, it offers a brief note about advertising campaigns and marketing communication actions that tell stories, ending with a discussion on the future of the theme.Downloads
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Published
2014-06-29
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How to Cite
CARRILHO, Kleber; MARKUS, Kleber. Narratives in building brands: storytelling and marketing communication. Organicom, São Paulo, Brasil, v. 11, n. 20, p. 128–136, 2014. DOI: 10.11606/issn.2238-2593.organicom.2014.139224. Disponível em: https://journals.usp.br/organicom/article/view/139224.. Acesso em: 22 jul. 2024.