In this video, Professor Pablo Foncillas addresses the role of storytelling in marketing.
“Have you ever wondered why the buttons on men’s and women’s shirts are on opposite sides? No? Well, you probably haven’t wondered why red shop buttons are so effective either, but here we are, talking about it,” he begins in his installment today.
The button thing “is a reminder that narratives matter. I’ve used the story of buttons to introduce in as interesting a way as possible a minor detail of the world of marketing, how stories influence our buying behavior.”
“This is key. Brands are the narrative that they are capable of generating. A brand without a clear story is one more brand and being one more is being one less because you are not different,” continues the expert. And what does this translate into? Really matters? The answer, in the video…
