A Study of Brand Storytelling Goals
DOI:
https://doi.org/10.14456/bei.2023.16Keywords:
brand storytelling goals, storytelling, brand content, marketing contentAbstract
Brand communication with clarity in storytelling goals enables businesses or brands to communicate with consumers in a targeted and efficacious way. This article aims to study and identify brand storytelling goals. The author used relevant literary studies as the primary tool for analysis of concepts related to the brand content, marketing content, and storytelling, together with in-depth interviews using a semi-structured format with ten experts for extensive consideration and validation. To address this gap, the study identifies six brand storytelling goals: (1) education (2) explanation (3) entertainment (4) empathy (5) exploration, and (6) endorsement. These findings can be used to develop and study various media designs for future communication purposes.
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