Dispelling the Myth About Storytelling Marketing

storytelling marketing luxury brands

In the example below, we see Dior showcasing it’s rich history and some important milestones along the way.

This is storytelling marketing – dispelling the myth that storytelling marketing needs a hero (your customer), a trusty guide (you), and an evil villain (some pain point).

It sounds nice, and it’s often repeated, but it’s not true.

True storytelling marketing is anything that has a sequential narrative.

This is storytelling marketing

Storytelling marketing is one of the most misunderstood areas in marketing. You will often hear people parrot back something they read or heard on a podcast about how your customer is the hero, you are the wise mentor guiding them through their journey, and the villain is some pain or obstacle they are trying to overcome.

This is a nice and neat definition, it’s easy to remember and you may sound like you know what you’re talking about if you repeat it.

The reality is, show me an example anywhere of a successful marketing campaign or messaging that followed this structure.

What storytelling marketing actually is – it’s any narrative (beginning, middle, and end) device used to convey information. It could be – here’s our story, here’s why we made this, here’s how our thing is assembled, here’s why our thing is better, here’s an unboxing of our thing, here’s a before and after of our product or solution, etc.

The goal with storytelling marketing is to better explain or demonstrate something, build affinity by aligning with your customers’ values, make your thing easy to remember and repeat, provide some education, inspiration, or entertainment, etc.

Why is this effective?

👉 Because stories stick.

👉 We are conditioned to want to consume stories in their entirety.

👉 Our brains are equipped to remember stories much better than a list of facts and features.

👉 Stories help us build affinity, connection, and trust.

👉 We like to share these stories with others whenever we buy things we’re proud of.

👉 Stories help us align our values to a brand so we aren’t just buying products, we’re joining tribes.

Storytelling marketing is often used by luxury brands who have a long legacy. In this case, LVMH / Christian Dior Couture.

Storytelling Marketing in Action

Louis Vuitton – they tell their story about a humble boy from a village in France who showed an aptitude for craftsmanship at a young age and began working as an apprentice in the box-making and packing industry.

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