A Diletto And His Storytellig Strategy

Rachel Farias Do Patrocínio,Rafael Figueiredo,Juliana Lopes De Almeida Souza

doi:10.14738/abr.59.3639

Rachel Farias Do Patrocínio, Rafael Figueiredo + Show 1 more

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https://doi.org/10.14738/abr.59.3639

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Journal: Archives of Business Research	Publication Date: Sep 30, 2017
License type: cc-by

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The strategy of involving consumers and prospects through tales or stories in advertising, known as storytelling, has been widely used by organizations and well accepted by the general public. One of the companies that bet on this format was the brazillian ice cream and popsicle maker, the Diletto brand. However, the strategy of storytelling used by the organization had a negative repercussion, because the story told was not exactly the real story about the beginning of the company. Thus, this article intends to identify the true reasons that made Diletto's strategy detrimental to the brand. To that end, the paper tackled how a non-assertive storytelling strategy can compromise the organization's image. The research identified, through data collection research and the theoretical basis of authors who are specialists in the subject, the factors that led to the failure of the strategy and why the negative repercussion involving the brand, after the true story became public knowledge.

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As we can see in media planning, advertising uses a variety of strategies to capture the public's attention and promote products and brands
One of the companies that bet on this format was the brazillian ice cream and popsicle maker, the Diletto brand
The present work uses as an object of study the brazillian brand of premium ice creams and popsicles Diletto, one of the companies that uses storytelling as a communication strategy in the world of advertising

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As we can see in media planning, advertising uses a variety of strategies to capture the public's attention and promote products and brands. The present work uses as an object of study the brazillian brand of premium ice creams and popsicles Diletto, one of the companies that uses storytelling as a communication strategy in the world of advertising. We note that, when impacted by a storytelling strategy, the consumer does not acquire the product or service solely because of its usefulness or brand, but because it relates emotionally to that story.

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