СТОРИТЕЛЛИНГ КАК ИНСТРУМЕНТ БРЕНД-КОММУНИКАЦИИ

Abstract

The article is devoted to studying theoretical foundations of storytelling as a brand promotion technology in the communication aspect of modern media space. Every year, consumers as well as companies are faster and faster losing interest in the familiar forms of advertising with the standard brand promises - corporate or personal. In a highly competitive media environment, with hundreds and thousands of hours of content produced daily and more material than a person could hypothetically consume in a lifetime, companies and brands have encountered a number of social phenomena that have become a communication barrier between the seller and the consumer. Storytelling has proven its effectiveness in many examples, and many marketers and branding experts say that this is the technology of the future. There are many reasons for this, but they can be divided into two groups: psychological and directly related to the essence of branding as a system. The exceptional potential of storytelling lies in the effectiveness of communication impact not only on the target group, but also on contact audiences as a whole. Thus, unlike the traditional advertising text, the consumer does not just absorb the advertising message, they can feel and experience it existentially. This builds brand communication based on involvement, interest and awareness. This feature of storytelling takes it beyond the pragmatic discourse of marketing communication, utilitarian in its meaning and purpose, and provides opportunities comparable to the forms of genuine artistic activity.