siliconindia | | December 20214 Vol 10 · Issue 10 - 5 · December, 2021 Publisher Alok Chaturvedi Editor Emmanuel Christi Das Editorial Team Aveek Pal Chaudhuri Hima P M Heena Kousar Mandvi Singh GM - Sales & Marketing Rohit Kumar Advertising Managers Editorial queries editor@siliconindia.com To subscribe Visit https://www.siliconindia.com/subscribe/ or send email to subscription@siliconindia.com Cover price is Rs.500 per issue. Printed and Published By Alok Chaturvedi on behalf of SiliconMedia Technologies Pvt Ltd and Printed at Precision Fototype Services at Sri Sabari Shopping Complex, 24 Residency Road Bangalore-560025 and Published At No. 124, 2nd Floor, Surya Chambers, Old Airport Road, Murugeshpalya, Bangalore-560017. Editor Alok ChaturvediCopyright © 2021 SiliconMedia Technologies Pvt Ltd, All rights reserved. Reproduction in whole or part of any text, photography or illustrations without written permission from the publisher is prohibited. The publisher assumes no responsibility for unsolicited manuscripts, photographs or illustrations. Views and opinions expressed in this publication are not necessarily those of the magazine and accordingly, no liability is assumed by the publisher.advertise@siliconindia.comVisualisers Vetrivel S Mohana Krishnan Group Art DirectorAshok KumarCirculation Manager Magendran Perumal Ashwini D Naik Shilpa Selva Felisha Rita Correspondent Soumya JAssistant Editor Ananth VAssociate Editor Indranil Chakraborty Since our ancestors developed `language for speech', we have told stories, fables, folklore and even advocated/ advertised in sorts. Humans have been telling stories forever and our brains have evolved to love them. While that love remained constant, the medium changed. Now we lack the patience to listen to a story verbose. In an era when people are tired of being talked at and sold to, people crave genuine connections with brands. But how do you cultivate that connection? By telling your brand's story. But when it comes to storytelling, just because you create content doesn't mean you're effectively telling your story. Unfortunately, many brands are trapped in the quantity over quality mindset, forsaking compelling storytelling for product-centric content that doesn't really connect. Storytelling marketing means using a narrative to communicate a message. The aim is to make the viewer feel something ­ enough that it'll inspire them to take action. Storytelling in marketing helps consumers to understand why they should care about something, and it works to humanize your brand. For example the Advertent for Disneyland Paris. Now, Disney is no alien to story telling, but they seem to have excelled the game every time. It's the heartwarming tale of a little duckling who finds a Donald Duck comic book and becomes obsessed with his new hero. But bad weather is approaching and the duckling and his family have to take flight, leaving his beloved comic book behind. The family endures a cold, wet night before the sun reappears and they arrive unexpectedly at Disneyland Paris, where the duckling is greeted by none other than Donald Duck. As he comes beak-to-beak with his idol, our heart overwhelms with a string of nostalgic emotions of childhood. Let's not forget Cocal-Cola Ads. The heartwarming message of sharing and fellowship has more than once taken us aback with the tagline- open happiness. Brands are brands for a reason! Otherwise they would just have been a company selling stuffs. That's what powerful storytelling could do.So let us know what you think. Emmanuel Christi DasEditoreditor@siliconindia.comEditorialOnce Upon a Time, A Brand..
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