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Mukherjee, Dhrubaa. "Singing-in-between spaces: Bhooter Bhabisyat and the music transcending class conflict". Studies in South Asian Film & Media 12, nr 1 (1.02.2021): 3–17. http://dx.doi.org/10.1386/safm_00034_1.
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This article analyses Bhooter Bhabisyat, a Bengali political horror satire, as a counter-narrative to Bengali cinema’s monocultural bhodrolok branding. The article argues that Bhooter Bhabisyat is radical in its refusal to follow hegemonic homogenizing musical styles classified into genres such as folk, popular, traditional and modern, which tend to be ethnocentric and class based with serious value judgments about the superiority of certain musical forms over others. Instead, Bhooter Bhabisyat uses a variety of distinct Bengali musical traditions to problematize the historic role of capitalist media that work to homogenize and popularize the dominant culture of the ruling classes. The hybrid songs of the film disrupt a sense of homogeneous bhodrolok class position that Bengali cinema has historically sustained. Through the strategies of musical pastiche, Bhooter Bhabisyat offers a meta-historic narrative about Bengali cinema, which makes possible a critical investigation of the cultural discourses and historical narratives that are discursively embedded within the history of filmic production, circulation and consumption. If film histories are produced by repressing differences between social groups and constructing universal identification, then foregrounding film songs as decolonial storytelling methods that reemphasize local voices and subject matters can lead to an effort to read history from below. The vulgar representation of time as a precise and homogeneous continuum has […] diluted the Marxist concept of history. (Giorgio Agamben) The history of all hitherto existing society is the history of class struggles. (Karl Marx)
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Silver, Larry. "Branding Baldung". Arts 10, nr 4 (14.10.2021): 70. http://dx.doi.org/10.3390/arts10040070.
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Hans Baldung (1484/85–1545) emerged as an artist under the shadow of Germany’s most famous contemporary artist, Albrecht Dürer (1471–1528), thus as a younger rival with considerable catching up to do. His time as a young artist with Dürer in Nuremberg (1503-ca. 1507) prompted Baldung to develop his own innovative imagery, even as it prepared him with the skills of later activity in drawings, woodcut prints, and, finally, paintings. Nuremberg also gave him his first contacts with prestigious patrons, local at first but also farther away, surely through Dürer’s well established network to nobility in Saxony. Afterward, once he was out on his own, Baldung quickly turned his acquired skills and recognizable style into his own definitive, deeply pessimistic imagery about human limitations and mortality, especially when measured against the awesome, holy magnitude of Christ and the saints.
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Shilina, Marina G., Maria Sokhn i Julia Wirth. "VR-mediated storytelling of experience in destination branding: hybrid 4D transformations". RUDN Journal of Studies in Literature and Journalism 28, nr 1 (30.03.2023): 165–74. http://dx.doi.org/10.22363/2312-9220-2023-28-1-165-174.
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In COVID-19 era, destination branding faces the challenge of digitalization and virtual reality (VR) in particular. The fundamentals of VR-mediated storytelling in destination branding are in the process of being developed. There is a luck of research on immersive VR-mediated storytelling, scenarios, and messages in destination branding, especially realised with technologies of more complex - hybrid - immersivity (4D). The shift from 2D, 3D to 4D hybrid multisensory VR technologies is not only among the main technology developments - it provokes new research problems with VR-mediated destination branding and storytelling. The authors present the results of theoretical and empirical research of VR-mediated destination storytelling of a brand driven by the newest 4D hybrid multisensory technological approaches on the case of Switzerland. In Switzerland, VR-mediated projects in destination branding are developing actively last years but VR-mediated storytelling research in this field was not provided yet. In this regard, it was chosen 100 destination brand VR projects, presented in 2016-2022, to compare the parameters of VR-mediated storytelling of a brand. VR has to be included into brand storytelling paradigm, which must be rethought for this specific sphere. It was proved that it is more effective to combine different types of experience, virtual and physical both and make the VR-mediated brand storytelling hybrid. In terms of theoretical implications, this paper opened a specific research area by bridging theoretical and empirical ideas of destination branding, VR-mediated storytelling and digital media, technical and social communication.
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Belova, Alla. "Storytelling in advertising and branding". 22, nr 22 (2.08.2021): 13–26. http://dx.doi.org/10.26565/2218-2926-2021-22-01.
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Information communication technologies accelerated numerous trends in the world including the shift to online communication and further content digitalization. Technological innovations reverberate throughout complex social and demographic trends which make a significant impact on business, international companies including. The article focuses on linguistic analysis of the current changes in advertising and branding, mainly in the fashion industry. COVID-19 pandemic with online communication and remote work contributed to further transformation of choice, preferences, and options as well as to popularity of social media as an instrument of information search, as the environment for communication and sharing opinions. Lockdowns and quarantines during COVID-19 pandemic, lack of direct contact with clients entailed the shift to online marketing and advertising. Looking for effective online marketing instruments some companies select storytelling as a basis for their videos. Underpinned theoretically by multimodal discourse analysis and narrative studies, this paper shows how storytelling with its appeal to emotions and memorability potential is becoming a noticeable marketing trend and advertising strategy against the background of current radical technological changes in the information abundant world. Companies manufacturing lux products began to diversify marketing strategies and generate multimodal narrative – a string of stories about the brand, its founders, technologies they use. COVID-19 pandemic accelerated the shift to multimodal videos. During COVID-19 pandemic, fashion houses created marketing masterpieces to attract attention to new collections. They replaced traditional physical shows and set a new perspective for online fashion shows. These short films telling brand stories become chapters of a brand’s lookbook available in social media.
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Fadhli, Rahmat, Rosiana Nurwa Indah, Novi Widya i Wulan Oktaviani. "STRATEGI PERPUSTAKAAN SEKOLAH DASAR DALAM MENGEMBANGKAN EMOTIONAL BRANDING MELALUI STORYTELLING". JMIE (Journal of Madrasah Ibtidaiyah Education) 4, nr 1 (1.06.2020): 68. http://dx.doi.org/10.32934/jmie.v4i1.172.
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Penelitian ini bertujuan untuk membahas bagaimana implementasi kegiatan storytelling di perpustakaan serta membahas bagaimana perpustakaan sekolah mengembangkan emotional branding melalui storytelling di SDN 035 Soka Bandung. Metode penelitian yang digunakan adalah kualitatif. Informan pada penelitian ini terdiri atas Kepala Perpustakaan, Pustakawan, Guru serta, Siswa. Metode Pengumpulan data yakni observasi, wawancara mendalam serta studi literatur. Teknik analisis data yakni reduksi data dengan koding, penyajian data dan penarikan kesimpulan. Hasil pada penelitian ini yakni implementasi kegiatan storytelling di perpustakaan mendukung program gerakan literasi sekolah serta memberikan dampak positif bagi siswa seperti meningkatkan minat kunjung ke perpustakaan, meningkatkan minat baca dan menulis serta meningkatkan kemampuan komunikasi siswa. Program storytelling ditinjau dari segi emotional branding menjadi sebuah strategi perpustakaan sekolah dasar dalam menciptakan citra positif pemustaka terhadap perpustakaan sehingga pemustaka menjadi loyal menggunakan perpustakaan dan tercipta kedekatan emosional antara pustakawan dengan pemustaka. Pustakawan berperan sebagai aktor kunci dalam mengembangkan storytelling sebagai strategi emotional branding dengan melakukan kegiatan pengembangan kompetensi dalam storytelling, pengembangan koleksi dan kualitas serta kuantitas layanan perpustakaan sekolah.
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Nyagadza, Brighton, Ernest Kadembo i Africa Makasi. "conceptual model of corporate storytelling for branding". Communicare: Journal for Communication Studies in Africa 39, nr 2 (6.10.2022): 25–48. http://dx.doi.org/10.36615/jcsa.v39i2.1519.
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The purpose of this conceptual paper is to ascertain the relationship between corporate storytellingfor branding and internal stakeholders’ perceptions of the corporate brand. The paucity of existingknowledge found in reviewing a variety of literature sources relating to corporate brand storytellingspurred the authors into carry out the research. The link between themes and elements of corporatestories for branding and strategies for impression management indicates that these elementsrelate to audiences’ perceptions of the corporate brand. From the literature review, there is a linkbetween elements of corporate stories for branding (such as corporate personalities, corporateactivities, corporate values, and corporate associations) and internal stakeholders’ perceptionsand emotional attachment to a corporate brand. Corporate management needs to actively involveinternal stakeholders in developing corporate stories for branding as this is crucial in creatingpositive corporate brand perceptions. The study contributes to the body of knowledge by allowinglisted corporates to maximise the effectiveness of their corporate stories for branding in shapingthe internal stakeholders’ corporate brand perceptions. The paper suggests a conceptual modelfor depicting the relationship between corporate storytelling for branding and internal stakeholders’corporate brand perceptions.
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Geetha, Dr V., Dr C. K. Gomathy, Mr S. Aravind i V. Venkata Surya. "BRANDING AND MARKETING FOR STARTUPS". INTERANTIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 08, nr 09 (24.09.2024): 1–6. http://dx.doi.org/10.55041/ijsrem37496.
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Building brand trust is crucial for any startup's success, but it holds particular importance for sustainable startups operating in an increasingly competitive and environmentally conscious marketplace. This study explores the effectiveness of storytelling as a branding and marketing tool for sustainable startups. We address the research gap by examining how narrative-driven communication strategies can foster trust and connection with target audiences who value environmental responsibility. Through a qualitative case study analysis, we examine the branding and marketing campaigns of three successful sustainable startups. The case studies delve into the startups' use of storytelling elements like brand narrative, customer testimonials, and social impact initiatives. We analyze how these narratives are communicated across various marketing channels, including social media, website content, and influencer partnerships. Keywords: Sustainable Startups, Brand Trust, Storytelling, Marketing Communication, Case Studies
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Priskila, Anastasya Mary, Ocvita Ardhiani i Paujiatul Arifah. "PEMBENTUKAN PERSONAL BRANDING MELALUI STORY TELLING (STUDI PADA AKUN INSTAGRAM IVY WIJAYA)". BroadComm 6, nr 1 (1.04.2024): 13–24. http://dx.doi.org/10.53856/bcomm.v6i1.347.
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Penelitian ini bertujuan untuk melihat bagaimana pembentukan storytelling sebagai strategi personal branding di media sosial. Fokus penelitian ini adalah pada akun Instagram Ivy Wijaya, seorang content creator dan Co-Founder dari Ali Kopi. Menggunakan pendekatan Teori Transmedia penelitian ini menganalisis storytelling yang dijadikan sebuah strategi baru dalam membangun citra personal di platform Instagram. Metode kualitatif dan paradigma konstruktivisme digunakan dalam penelitian dengan teknik pengumpulan data melalui observasi, wawancara, dan dokumentasi. Informan utama adalah pemilik akun Ivy Wijaya, manager serta followers dari akun Instagram Ivy Wijaya. Penelitian ini akan memberikan kontribusi penting dalam mendapatkan pemahaman yang mendalam dalam komunikasi di media sosial terutama mengenai personal branding. Hasil penelitian menunjukkan bahwa penggunaan storytelling dan personal branding di Instagram oleh Ivy Wijaya telah menjadi strategi yang efektif dalam membangun citra personal yang positif. Strategi ini tidak hanya menciptakan narasi yang mendalam dan menarik, tetapi juga membangun keterlibatan yang kuat dengan pengikutnya. Implikasi penelitian ini mencakup panduan praktis untuk individu atau merek yang ingin memanfaatkan storytelling sebagai strategi personal branding di media sosial.
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Sudiwijaya, Erwan, Fajar Junaedi i Mujono Mujono. "Designing Kapanewon Nanggulan Branding through Storytelling". Proceeding International Conference of Community Service 1, nr 2 (31.12.2023): 348–55. http://dx.doi.org/10.18196/iccs.v1i2.239.
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Abstract. Kapanewon Nanggulan is the sub-district capital in the Kulon Progo area of the Special Region of Yogyakarta (DIY), which has a lot of tourism potential, both natural tourism and culinary tourism, which, of course, offers excellent comfort for all tourists or visitors from outside the area. The problems found in Nanggulan are tourism actors in the Nanggulan area that have not been well coordinated. Nanggulan does not yet have a brand identity that can cover all tourism brands in the region. Natural tourism potential has not been positioned consistently. Therefore, the community service team recommends the solution for making the umbrella brand Nanggulan a regional identity that accommodates all tourism brands in Nanggulan and Making a Graphic Standard Manual as a reference book for applying the umbrella brand to all promotional media. The result of this dedication is the identity of the Kapanewon Nanggulan destination, which is designed as a differentiator from the image of rice fields on the hillsides of Menoreh. Novelty in this study is visualized through the key visual of terraced rice fields, which are made in a topographical style, a la digital map, so that it is hoped that potential tourists will be familiar with them.
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Scolari, A. Carlos. "Transmedia branding: Brands, narrative worlds, and the mcwhopper peace agreement". Semiotica 2018, nr 224 (25.09.2018): 1–17. http://dx.doi.org/10.1515/sem-2016-0216.
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Abstract In recent years there has been much discussion about the links between brands and storytelling. This article briefly describes transmedia storytelling, reflects on some exemplary works to understand its cultural dynamics, and then focuses on one particular aspect: the development of transmedia strategies in branding. This article delves into that area where branding melts and recombines with storytelling, keeping an eye on transmedia worlds throughout. After presenting a semio-narratological analytical model the article applies the categories to Burger King’s successful and internationally recognized McWhopper campaign (Campaign, Brief. 2015. Y&R’s Burger King “McWhopper” campaign: How a big idea from little New Zealand went global (interview to Tom Paine). Campaign Brief December 31. http://www.campaignbrief.com/ (accessed 16 October 2016)). The analysis spans from the construction of McWhopper’s storytelling to the positioning of competitors in this particular transmedia narrative world. The article concludes with a series of reflections and recommendations for applying semio-narratologic categories to transmedia branding analysis and design.
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Roxo, Filipa. "Transmedia Storytelling as a Potential Employer Branding Strategy". U.Porto Journal of Engineering 6, nr 1 (29.04.2020): 66–77. http://dx.doi.org/10.24840/2183-6493_006.001_0007.
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This article analyses talent attraction and recruitment processes considering the theory of convergence culture and its concepts of participatory culture, collective intelligence and transmedia storytelling. The aim is to understand the potential of transmedia storytelling in the recruitment process, in line with the technological and social changes of the world. A more detailed example of a Heineken campaign using transmedia storytelling is described, exploring how it could be seen as a way of attracting candidates and promoting the image of the company as an employer. We conclude that transmedia storytelling allows organizations to get closer to their target audiences by employing a synergetic process susceptible to influence the image of organizations and the way candidates interact and share information about organizations, choosing their level of involvement.
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Shahrin, Muhamad, Rosni Ab Wahid i Azizan Mohamed Isa. "Forward Thinking in Building Sustainability Practice in Malaysia: A New Trend in Evaluating the Digital Brand Storytelling in Malaysian Social Enterprise Brand". European Journal of Business and Management Research 7, nr 3 (20.06.2022): 313–19. http://dx.doi.org/10.24018/ejbmr.2022.7.3.1458.
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Covid-19 pandemic had changed the dynamic of brand building landscape and social enterprise requires a new way to build their brand. This study contributes to the advent of digital brand storytelling in marketing and brand building. Digital brand storytelling originated from conventional storytelling methods, that combine all interactive elements such as text, audio, and images to communicate with the consumers. Storytelling has been an effective medium of human communication- to convey messages. What makes storytelling is so effective that storytelling engenders emotional response, enhancing the brand's image and creating sustainable consumer engagement. The big bang of the internet provides companies a new avenue to tell consumers the story of their brand. For a company that usually lacks branding such as a social enterprise, knowledge remains scarce about the overwhelming impact of digital storytelling in marketing. This study looks at the elements of signature stories and the role it plays in revolutionizing the whole content of digital marketing strategy. The result of this study will shed solutions to branding building strategy through brand storytelling of social enterprise in Malaysia.
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Herskovitz, Stephen, i Malcolm Crystal. "The essential brand persona: storytelling and branding". Journal of Business Strategy 31, nr 3 (4.05.2010): 21–28. http://dx.doi.org/10.1108/02756661011036673.
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KESKIN, Halit, Ali Ekber AKGUN, Cemal ZEHIR i Hayat AYAR. "TALES OF CITIES: CITY BRANDING THROUGH STORYTELLING". Journal of Global Strategic Management 1, nr 10 (15.06.2016): 31. http://dx.doi.org/10.20460/jgsm.20161022384.
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Lifao Waruwu, Nitolonia Fernando, Natalie Amelia Lieputra, Christiana Yosevina i Krishnamurti Murniardi. "Pengaruh Advertising Framing dan Character Type Konten Employer Branding terhadap Intention to Apply". Kajian Branding Indonesia 2, nr 1 (13.01.2020): 103–31. http://dx.doi.org/10.21632/kbi.2.1.103-131.
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Employer branding adalah bagian dari manajemen merek yang lebih menekankan proposisi nilai kepada calon karyawan dibanding konsumen. Tujuan employer branding adalah menarik calon karyawan untuk mau melamar kerja pada perusahaan. Employer branding dapat dikomunikasikan melalui beberapa kanal, misalnya, website dan media sosial. Konten komunikasinya juga beragam mulai dari video, gambar, audio, tulisan, maupun kombinasi beberapa elemen. Riset eksperimental 2x2 ini fokus pada konten employer branding berbentuk gambar dan tulisan yang dikomunikasikan melalui Instagram. Riset ini menguji pengaruh framing iklan (factual dan storytelling) dan tipe karakter (manusia asli dan manusia kartun) terhadap keinginan untuk melamar kerja pada suatu perusahaan. Kemudian, peneliti ingin mencari tahu kombinasi framing iklan dan tipe karakter seperti apa yang dianjurkan untuk konten employer branding dalam bentuk gambar dan teks. Ada 2 (dua) skenario riset yang berbeda untuk setiap responden. Masing-masing skenario terdiri dari 2 (dua) konten employer branding berdasarkan kombinasi framing iklan dan tipe karakter. Kemudian, responden menjawab pertanyaan berdasarkan konten yang mereka dapatkan dalam suatu skenario. Penelitian dilakukan kepada 477 sampel yang merupakan mahasiswa/i Indonesia tahun terakhir, fresh graduate yang sudah lulus maksimal 1 tahun, dan fresh graduate yang sudah lulus maksimal 2 tahun dari berbagai jurusan dan universitas, baik dalam maupun luar negeri. Data riset kemudian diolah dengan structural equation modeling menggunakan SPSS AMOS. Konten employer branding dengan framing storytelling dan manusia kartun berpengaruh signifikan terhadap transportasi naratif, sikap terhadap iklan, dan akhirnya intensi melamar pekerjaan. Untuk konten gambar dan tulisan di Instagram, kombinasi framing storytelling dan manusia kartun lebih direkomendasikan bagi perusahaan yang ingin melakukan komunikasi employer branding. Sifat dan kepribadian karakter yang digunakan juga harus dibangun secara terus-menerus agar audiens dapat mengidentifikasi diri mereka terhadap karakter tersebut.
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Fakhrurrozi, Achmad, Gunawan Susilo i Yon Ade Lose Hermanto. "Perancangan Film Pendek Animasi Cakra–The Growing Hope untuk Mendukung Branding Universitas Negeri Malang". JoLLA: Journal of Language, Literature, and Arts 3, nr 9 (30.09.2023): 1262–80. http://dx.doi.org/10.17977/um064v3i92023p1262-1280.
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Universitas Negeri Malang saat ini sedang berkembang dengan pesat dan berhasil menjadi kampus unggul (Profil Universitas Negeri Malang) sehingga membutuhkan branding untuk lebih memperkuat identitasnya. Karena hal tersebut pada tahun 2019 Universitas Negeri Malang melalui Tim Branding & Promosi mulai memperkuat brandingnya dengan membuat program kerja jangka panjang mulai dari branding internal hingga eksternal. Salah satu program kerja tersebut diwujudkan melalui strategi storytelling & campaign. Media yang akan digunakan untuk strategi storytelling & campaign tersebut adalah short film animasi dengan memanfaatkan element dan aset yang telah dimiliki Universitas Negeri Malang seperti maskot dan strategi & positioning yaitu Excellence in Learning Innovation. Perancangan yang menggunakan prosedur perancangan animasi dua dimensi (pipeline animation) yang terdiri dari empat bagian, yaitu idea & research, pra produksi, produksi, dan pasca produksi. Hasil perancangan ini berupa berupa short film animasi berjudul Cakra–The Growing Hope. Film ini merupakan lanjutan dari episode pertamanya yang dikemas dalam bentuk film live shot berjudul Cakra–Tiles of Anxiety. Menceritakan tentang tiga remaja yang berusaha melawan ketakutan yang menghalangi mimpinya. Kata Kunci: animasi; short film; branding The Design of Cakra–The Growing Hope Short Animated Film to Support the Branding of Universitas Negeri Malang Universitas Negeri Malang is currently growing rapidly and has become an excellent campus, so it needs branding to strengthen its identity. In 2019, Universitas Negeri Malang through the Branding & Promotion Team began to strengthen its branding by creating a long-term work program starting from internal to external branding. One of the work programs is realized through storytelling & campaign strategies. The media that will be used for storytelling & campaign strategies is an animated short film by utilizing elements and assets that Universitas Negeri Malang has such as mascots and strategies & positioning, namely Excellence in Learning Innovation. The design uses a two-dimensional animation design procedure (animation pipeline) consisting of four parts, namely idea & research, pre-production, production, and post-production. The result of this design is an animated short film entitled Cakra-The Growing Hope. This film is a continuation of its first episode packaged in the form of a live shot film entitled Cakra-Tiles of Anxiety. It tells the story of three teenagers who try to fight the fears that hinder their dreams. Keywords: animation; short film; branding
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Hadi Prayitno, Eko, Rizki Taufik Rakhman i Indro Moerdisuroso. "Photography Storytelling Sebagai Branding Desa Cisaat, Subang, Jawa Barat". VISUALIDEAS 3, nr 1 (19.05.2023): 57–64. http://dx.doi.org/10.33197/visualideas.vol3.iss1.2023.1114.
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Penelitian ini bertujuan untuk menggangkat cerita lokal menjadi bagian dari Branding desa wisata melalui eksplorasi photography storytelling. Penelitian Fakultas Bahasa dan Seni Universitas Negeri Jakarta bekerjasama dengan Desa Cisaat, Subang Jawa Barat untuk mewujudkan desa wisata edukasi. Kegiatan penelitian yang berjudul, Photography Storytelling sebagai branding desa Cisaat, Hal ini dilakukan berdasarkan analisis kebutuhan dan melalui observasi langsung serta wawancara dengan warga desa Cisaat. Hasil wawancara warga dari beberapa generasi mengumpulkan dan menuangkan cerita-cerita lokal yang ada. Pengembangan cerita ke dalam photobook storytelling di desa Cisaat menjadi sebiah potret-potret yang mencerminkan identitas desa Cisaat yang akan dibagikan kepada masyarakat penikmat desa wisata edukasi. Subang Jawa Barat. Metode penelitian yang digunakan penciptaan karya yang memasukkan unsur design thingking, yang merupakan metode kolaborasi yang mengumpulkan banyak ide dari disiplin ilmu untuk memperoleh sebuah solusi. Kegiatan ini dilaksanakan oleh tim penelitian photography storytelling dari Universitas Negeri Jakarta berjumlah 6 orang yang terdiri dari 3 dosen dan 3 mahasiswa berkolaborasi dengan warga Cisaat yang menjadi model tokoh utama dalam cerita yang dibuat.
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Martinus, Handy, i Fachmi Chaniago. "Analysis of Branding Strategy through Instagram with Storytelling in Creating Brand Image on Proud Project". Humaniora 8, nr 3 (19.10.2017): 201. http://dx.doi.org/10.21512/humaniora.v8i3.3678.
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The objectives of the article were to study the branding strategy of a new age media company through social media with storytelling, how it could be utilized in the building of brand image, and what were the special characteristics of storytelling in social media environment, especially Instagram. The study provided an overview of factors in the online content update from social media to elevate interaction and to maintain the relationship between the company and its audience. Also specifying the points on how the information looked desirable to the customer. The qualitative descriptive content analysis was conducted to investigate how a new age media company with Instagram as the platform, which products were intangible and used storytelling in the delivery utilizes and mixes both components. Data were obtained by conducting the in-depth interview with company’s representative, public relations practitioner, and a follower of the company’s Instagram account, which then analyzed through data reduction. The research suggests that storytelling combined with social media features potentially strengthens all dimensions of brand equity with the brand image as the focus, primarily due to its engaging content, its ability to enhance the formation of an emotional connection, and its capabilities in improving recall and recognition. Branding activities conducted by Proud through Instagram can be said to be effective, taking into account the six main factors in providing updates, namely vividness, interactivity, informational content, entertaining content, position and valence of comments. Storytelling plays a role in communicating the company's brand and value. In addition, storytelling is also a branding tool that becomes an element that uniquely unveils a company with a competitor.
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Yang, Kenneth C. C., i Yowei Kang. "Predicting the Relationships Between Narrative Transportation, Consumer Brand Experience, Love and Loyalty in Video Storytelling Advertising". Journal of Creative Communications 16, nr 1 (1.02.2021): 7–26. http://dx.doi.org/10.1177/0973258620984262.
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Storytelling video advertising has emerged as a cost-effective creative technique to engage consumers with an advertised brand. Unlike traditional television commercials and print ads, long-form video ads can persuade consumers with an authentic and engaging brand story to develop favourable branding outcomes. Using a structural equation model with SPSS Amos 25.0, we empirically tested the effects of narrative transportation evoked by video storytelling ads on brand sensory, intellectual, behavioural experience, brand love, and brand loyalty. Our findings support the relationships between ad-elicited narrative transportation and branding outcomes across different product types. Discussions and implications are provided.
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CRIȘAN, Camelia, i Dumitru BORȚUN. "Digital Storytelling and Employer Branding. An Exploratory Connection". Management Dynamics in the Knowledge Economy 5, nr 2 (czerwiec 2017): 273–87. http://dx.doi.org/10.25019/mdke/5.2.06.
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Rahayu, Rr Ratna Amalia, Arifpermana Ratum, Sangid Gani Zaini i Citra Fadillah. "Branding using Video Storytelling Approach: Bungbulang’s Village Identity". E3S Web of Conferences 388 (2023): 04041. http://dx.doi.org/10.1051/e3sconf/202338804041.
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The tourism sector is one of the most important aspects in its participation in building the economy of a country. Particularly in West Java, there are many places that can be developed, one of which is Bungbulang Village in Cianjur. However, Bungbulang Village faced many problems. Even though it has been declared a Tourism Village by the local government, it has not been known well by public. Some of the problems are the natural potential that has not been fully utilized, low education level, and below average economy. The pandemic causes a decrease in the level of visits to tourist areas. With these problems, community empowerment is necessary for the progress of Bungbulang Village. Increasing knowledge of the potential of nature and its care are vital, but no less important is the knowledge of branding so that Bungbulang Village is better known by the wider community. This research is expected to increase people’s knowledge about Bungbulang’s Village through video storytelling. The method used is descriptive qualitative with an ethnographic approach. Data was collected by interview and direct observation in Bungbulang Village. The research will produce video with storytelling approach as Bungbulang Village’s branding tool.
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Adona, Fitri, Yusnani Yusnani i Sri Nita. "Implementation of Digital Marketing in Building Padang City Branding". Quantitative Economics and Management Studies 4, nr 1 (2.01.2023): 139–43. http://dx.doi.org/10.35877/454ri.qems1273.
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Competition between tourism marketers and tourists occurs on social media. As the Internet advances, travelers have begun to take on the role of content producers and have started uploading photos, videos, and travel comments – on Facebook, Instagram, Twitter, and YouTube –, and even making recommendations of sites or places visited and services received. 1) the purpose of the research (The purpose of this study is to examine how digital marketing is used as a promotional tool for city branding. City branding managers need to recognize the social working method of social media which is characterized as a storytelling space and requires active story makers). 3) the results (The findings show that city area managers are required to master the internet and digital marketing, including storytelling techniques to promote their city branding). 4) major findings (The status and social network of a storyteller also play a key role in city branding marketing). 2) data, materials, and methodology (This study focuses on the city of Padang but can also be applied to other cities).
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Gbagbo, Divine Kwasi, i D. Rose Elder. "STORYTELLING SONGS OF THE ÈWÈ-DÒMÈ OF GHANA". African Music: Journal of the International Library of African Music 11, nr 1 (1.12.2019): 91–112. http://dx.doi.org/10.21504/amj.v11i1.2294.
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For the Central Èwè or Èwè-Dòmè people of Ghana’s Volta Region, storytelling is a vital practice used to transmit key lessons. For centuries the Èwè- Dòmè employed storytelling performances in initiation rites, war celebrations, wake-keeping, and praise singing to enrich the gathering by relaying important information, building group identity, and binding the community together with story, song, and dance. Storytellers and community participants point to the role that songs play within storytelling as cultural markers for the Èwè-Dòmè communities in the area around Ho, the Volta Region’s capital. Within the framework of extended family or town-wide storytelling performances, audience members habitually interrupt the story with song and dance that enlivens sleepy listeners and augments the story with an interpretive angle on the theme. Singing reverses the artist-audience roles. Other community events similarly provide an opportunity for artist-audience interaction and the reversal of roles. This paper documents the social role of songs in the context of storytelling as well as the performance practices, texts, melodies, rhythms, and harmonies of this important traditional musical genre in the face of numerous threats to its ongoing existence.
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Fauziah, Ekky Ulfah, Yanti Setianti i Yustikasari Yustikasari. "Personal Branding of Hana Madness as an Mental Disability Doodle Artist". JCommsci - Journal of Media and Communication Science 1, nr 3 (7.08.2019): 132. http://dx.doi.org/10.29303/jcommsci.v1i3.52.
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Nowadays, there are still many people who consider that people with mental disabilities are helpless and tends to endanger for the other. Lack of information and education for the community still causes a lot of negative stigma to emerge. Hana Madness, who is a doodle artist with a mental disability background named schizoaffective, then emerged and tried to change the stigma by doing personal branding. The purpose of this study was to find out how the Hana Madness figure then tried to do personal branding activities to change the stigma that still exists. The method used in this study is a type of narrative study with qualitative data. The results of the study show that Hana has a good characteristic in terms of the work she made and also the figure of Hana as an artist. There are not many types of pictures made by Hana in Indonesia, as an artist Hana also focuses more on social impact than money and popularity. Hana has been consistent with the vision and mission that she has, which is to change the stigma that still exists in society towards people with mental disabilities. The conclusion of this study is that personal branding carried out by Hana Madness is based on the abilities she has and with distinctive characteristics from other artists with mental disability backgrounds. Keywords: Personal branding; mental disability; Hana Madness; Doodle art
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Suparno, Antoni. "Implementasi Citizen Public Relations Melalui Ekspresi Diri Instagram Dalam Membangun Brand Awareness Universitas Universal". Gunahumas 1, nr 1 (21.09.2020): 105–21. http://dx.doi.org/10.17509/ghm.v1i1.28382.
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ABSTRAK Penelitian ini bertujuan untuk memahami motif para mahasiswa membuat posting ekspresi diri yang identik dengan brand Universitas Universal (UVERS), memahami bagaimana ekspresi diri para mahasiswa tersebut membangun brand awareness Universitas Universal (UVERS), dan alasan para mahasiswa memilih Instagram untuk melakukan ekspresi diri. Penelitian kualitatif ini menggunakan metode Kualitatif Deskriptif dengan menerapkan teknik pengumpulan data focus group discussion (FGD), teknik wawancara, observasi, hingga pengumpulan data dokumen, visual, dan audio. Temuan yang didapatkan melalui penelitian ini adalah para mahasiswa memiliki motif untuk memperkenalkan kegiatan dan nilai-nilai Universitas Universal (UVERS) di setiap ekspresi dirinya di Instagram. Sedangkan brand awareness Universitas Universal (UVERS) dapat terbentuk dengan SoMe storytelling branding atau Citizen Public Relations yang dilakukan oleh para mahasiswa. Kemudian para mahasiswa juga tertarik menggunakan Instagram karena kelebihan Instagram untuk surveillance, documentation, creativity, dan coolness. Kata Kunci : Motif, Brand Awareness, SoMe Storytelling Branding, Citizen Public Relations. ABSTRACT This study aims to understand the motives of students to post self expression that is identic to the Universal University (UVERS) brand, understanding how the student self expression builds Universal University (UVERS) brand awareness, and their reason chose Instagram to do self expression. This qualitative research uses descriptive qualitative method by applying focus group disscussion (FGD) data collection techniques, interview techniques, observation, and collecting document, visual, and audio data. The findings obtained through this study are that students have a motive to introduce the Universal University (UVERS) activities and values in each expression of themselves on Instagram. While, Universal University (UVERS) brand awareness can be formed with SoMe storytelling branding or Citizen Public Relations conducted by students. Then the students are also interested in using Instagram because of the advantages of Instagram for surveillance, documentation, creativity, and coolness. Keywords : Motives, Brand Awareness, SoMe Storytelling Branding, Citizen Public Relations.
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Arendarska, Justyna. "Walka o wiarygodność. Narracje i storytelling w ukraińskiej komunikacji strategicznej". Zeszyty Prasoznawcze 66, nr 2 (254) (27.06.2023): 61–74. http://dx.doi.org/10.4467/22996362pz.23.016.17980.
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The article refers to the communications carried out by Ukraine’s official Instagram account (ukraine.ua). Until February 24, 2022, it served as the country’s branding tool to promote the country’s tourism assets. On the day the war escalated, the account did not suspend its activities, but instead changed its content and target audience, and became an element of Ukrainian strategic communications. At the same time, the Instagram profile continues to be a component for branding the Ukrainian state and society, even though crisis and wars tend to hinder the shaping of a country’s image in the international arena. The author of the article applies a qualitative method to analyse published messages from the first few days of the war, paying special attention towards storytelling, i.e. narrative construction and the image of the society fighting against the occupying forces. The purpose of the article is to verify the thesis that Ukrainian narratives use universal patterns derived from pop culture messages and refer to archetypes commonly used in branding. These messages are key for Ukrainian external communications, which are focused on building both a coherent and credible image of a country invaded.
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Mucundorfeanu, Meda. "The Key Role of Storytelling in the Branding Process". Journal of Media Research 11, nr 1 (30) (3.01.2018): 42–54. http://dx.doi.org/10.24193/jmr.30.3.
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Hudak, Kasey Clawson. "Resident stories and digital storytelling for participatory place branding". Place Branding and Public Diplomacy 15, nr 2 (9.02.2019): 97–108. http://dx.doi.org/10.1057/s41254-019-00117-7.
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Lund, Niels Frederik, Scott A. Cohen i Caroline Scarles. "The power of social media storytelling in destination branding". Journal of Destination Marketing & Management 8 (czerwiec 2018): 271–80. http://dx.doi.org/10.1016/j.jdmm.2017.05.003.
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Grabska, Katarzyna. "Visual Storytelling about Genocide, Displacement, and Exile". Conflict and Society 8, nr 1 (1.06.2022): 192–211. http://dx.doi.org/10.3167/arcs.2022.080112.
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In this article, I examine encounters with an artist and his art: Cambodian exile filmmaker Rithy Panh. In his cinematographic and artwork, Rithy Panh comes to terms with his childhood, the death of his family, and the suffering of his people during the Khmer Rouge regime and the genocide in Cambodia. Conflict and displacement are themes usually approached by researchers using language-based methods, which do not give us fully adequate insights into the “felt and experienced” temporal/spatial aspects of conflict and displacement. I frame my discussion through the reflective interaction between art, an artist with violent conflict and displacement background and the audience—a researcher. First, I examine how taking the sentipensar approach to research through art encounters and researcher as a thinking-feeling person contributes to a different understanding of personal trajectories, experiences of, and emotions connected to conflict, war, and displacement. My second aim is to analyze how artistic practice of Rithy Panh contributes to coming to terms with and to creating alternatives to the official public discourses about the past and the present, at individual and societal levels.
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Anisa Diniati, Lusy Mukhlisiana i Moch Armien Syifaa. "WORKSHOP KONTEN STORYTELLING BAGI UMKM DALAM MENGOPTIMALKAN MEDIA SOSIAL". JP2N : Jurnal Pengembangan Dan Pengabdian Nusantara 1, nr 3 (2.06.2024): 189–98. http://dx.doi.org/10.62180/1edd9009.
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Era 5.0 mendorong para pelaku usaha untuk dapat memanfaatkan teknologi dalam membantu aktivitasnya, salah satunya pemasaran. Namun masih banyak kendala yang harus dihadapi para pelaku usaha untuk dapat beradaptasi dengan teknologi, seperti mengelola media sosial. Banyak pelaku UMKM yang belum dapat mengelola media digital dengan baik sebagai media pemasaran. Kendalanya ada pada kurangnya pemahaman dalam mengoperasikan media sosial. Penggunaan media sosial sebagai media pemasaran tidak hanya sekedar mengikuti tren yang sedang berkembang. Belum ada pengelolaan yang khusus dalam membangun pola komunikasi dari penjual kepada pembeli di media sosial. Hal ini menjadi penting mengingat media sosial merupakan elemen dalam proses komunikasi. Sebagai solusi dari permasalahan tersebut diperlukan sebuah pelatihan untuk membangun pemahaman terkait media sosial sebagai media komunikasi antara penjual dan pembeli. Untuk itu kami tim pengabdian masyarakat dari Universitas Telkom bermaksud membantu dalam menyelesaikan permasalahan UMKM terutama dalam memahami pengelolaan media digital. Adapun mitra da r i kegiatan pengabdian masyarakat ini adalah Dinas Dinas Koperasi, Usaha Kecil, Menengah, Perdagangan dan Perindustrian Kabupaten Sumedang, mengingat Kabupaten Sumedang sebagai Pengelola e-goverment nomor satu di Indonesia. Pelatihan ini akan diberikan kepada para pelaku UMKM untuk dapat meningkatkan strategi komunikasi pemasaran melalui branding. Konsep branding yang akan saya sampaikan kepada para pelaku UMKM adalah dengan memberikan pemahaman terkait nilai tambah pada brand UMKM. Hal ini menjadi perhatian besar se ba gai upaya dalam menangani persaiangan global yang saat ini dirasakan oleh setiap UMKM. Strategi branding menjadi jalan keluar bagi UMKM dalam menghadapi persaingan global.
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Sjöholm, Jenny, i Cecilia Pasquinelli. "Artist brand building: towards a spatial perspective". Arts Marketing: An International Journal 4, nr 1/2 (30.09.2014): 10–24. http://dx.doi.org/10.1108/am-10-2013-0018.
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Purpose – The purpose of this paper is to analyse how contemporary artists construct and position their “person brands” and reflects on the extent to which artist brand building results from strategic brand management. Design/methodology/approach – A conceptual framework proposes a spatial perspective on artist brand building to reach an analytical insight into the case of visual artists in London. The empirical analysis is qualitative, based on serial and in-depth interviews, complemented by participant observations. Findings – Artist brand building relies on the creation and continuous redefinition of “in-between spaces” that exist at the blurred boundaries separating an individual and isolated art studio, and the social and visible art scene. Artist brand building is a bundle of mechanisms that, mainly occurring without strategic thinking, are “nested” within the art production process throughout which learning, producing and performing are heavily intertwined. Research limitations/implications – This study was undertaken with a focus on visual artists and specific operations and spatialities of their individual art projects. Further empirical research is required in order to fully explore the manifold of practices and spatialities that constitute contemporary artistic practice. Practical implications – This study fosters artists’ awareness of branding effects that spillover from artistic production, and thus potentially opens the way to a more strategic capitalization on these. Originality/value – The adopted spatial perspective on the process of artist brand building helps to uncover “relatively visible” and “relatively invisible” spatialities that, usually overlooked in branding debate, play a significant role in artist brand building.
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Alegro, Tjaša, i Maja Turnšek. "Striving to Be Different but Becoming the Same: Creativity and Destination Brands’ Promotional Videos". Sustainability 13, nr 1 (25.12.2020): 139. http://dx.doi.org/10.3390/su13010139.
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Social networks have become an important supplement to traditional forms of marketing channels for destination branding. YouTube is believed to be one of the most influential social media and video sharing platforms. Its visual character, informal setting and address of the youth segment would expectedly mean a high level of creativity in the process of destination branding. By means of qualitative analysis of what are considered to be the best videos as self-selected by the European destination management organizations (DMOs), we wished to ascertain how creative these best case examples really were. The results show that the videos are extremely similar, with the most common type a “collage” of only loosely connected visuals with rare elements of storytelling or humor as the most typical creative approaches. While following the desire to show the diversity of a destination, the destination branding videos paradoxically become a collection of similar visual images and thus fail to contribute to the differentiation of the destination brand. The results show that future advice to practitioners of destination marketing for YouTube is to go beyond the typical “collage” genre of a destination marketing video and focus more on storytelling, humor and especially the most difficult step in the destination branding: strategically focusing on the smaller number of specifics that differentiate a destination rather than on the multitude of the highly diverse experiences.
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Salas, Alexis. "Queer Latinx Bodies and AIDS: Joey Terrill’s “Still Here” and “Once Upon A Time”". Arts 13, nr 4 (9.08.2024): 133. http://dx.doi.org/10.3390/arts13040133.
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Through two interviews conducted two years apart, the author and artist Joey Terrill offer an intimate historical trajectory rooted in the singular voice of the artist through the discussion of artworks in the exhibitions “Joey Terrill: Still Here” and “Joey Terrill: Once Upon A Time: Paintings, 1981–2015”. The method of storytelling, interview, and art representation chronicles the artist’s emotional, intellectual, and embodied experience of illness, queerness, and resistance as an HIV-positive queer Chicano.
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Tsvetkova, Olga L. "Storytelling as a tool of brand communication". Verhnevolzhski Philological Bulletin 4, nr 27 (2021): 66–74. http://dx.doi.org/10.20323/2499-9679-2021-4-27-66-74.
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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.
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Lee, Min-Ha. "Brand Marketing through Transmedia Storytelling : Focusing on BTS’s Branding Strategy". Journal of the Korea Entertainment Industry Association 13, nr 3 (30.04.2019): 351–61. http://dx.doi.org/10.21184/jkeia.2019.4.13.3.351.
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Gambarato, Renira Rampazzo, i Geane Carvalho Alzamora. "Transmedia Storytelling Initiatives in Brazilian Media". MedienJournal 36, nr 4 (24.03.2017): 51–62. http://dx.doi.org/10.24989/medienjournal.v36i4.137.
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This paper is presented in order to understand the evolution of media dynamics in Brazil and investigate its perspectives for the future. Brazil, among the BRICS states (Brazil, Russia, India, China and South Africa), will be our focus. From a mono-mediatic paradigm to a convergent one, Brazil is developing new practices in fictional and non-fictional media. Our hypothesis is that the transmedia storytelling strategy is both the reality – although still timid – and the most probable future scenario for media development in Brazil. We can assert that transmedia storytelling is a tendency. Therefore, we will explore examples of transmedia storytelling initiatives in Brazilian media mainly related to journalism, entertainment, branding and advertisement.
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Gambarato, Renira Rampazzo, i Geane Carvalho Alzamora. "Transmedia Storytelling Initiatives in Brazilian Media". MedienJournal 36, nr 4 (24.03.2017): 51. http://dx.doi.org/10.24989/mj.v36i4.137.
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This paper is presented in order to understand the evolution of media dynamics in Brazil and investigate its perspectives for the future. Brazil, among the BRICS states (Brazil, Russia, India, China and South Africa), will be our focus. From a mono-mediatic paradigm to a convergent one, Brazil is developing new practices in fictional and non-fictional media. Our hypothesis is that the transmedia storytelling strategy is both the reality – although still timid – and the most probable future scenario for media development in Brazil. We can assert that transmedia storytelling is a tendency. Therefore, we will explore examples of transmedia storytelling initiatives in Brazilian media mainly related to journalism, entertainment, branding and advertisement.
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Rachbini, Widarto, Silverius Yoseph Soeharso, Harimurti Wulandjani, Sri Rahayu, Emi Rahmawati i Suyanto. "The Impact of Brand Society and Narrative Branding on Brand Image and its Implications on Consumer Purchase Behavior: A Case Study of Luxury Fashion Brands in Jakarta". Journal of Law and Sustainable Development 11, nr 7 (26.09.2023): e1387. http://dx.doi.org/10.55908/sdgs.v11i7.1387.
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Objetive: This study delves into the fascinating world of luxury fashion, investigating the influence of brand society and narrative branding on brand image and consumer purchase behavior.
Method: Through the analysis of data collected from 204 respondents via online questionnaires and employing Structural Equation Modeling (SEM) with Smart PLS software, the research uncovers valuable insights. Notably, the study introduces the novel concept of brand society, emphasizing the importance of fostering a sense of community and exclusivity among luxury fashion brand consumers. Additionally, it sheds light on the impact of narrative branding, highlighting the significance of storytelling techniques in shaping consumer perceptions.
Implications: The interplay between brand society, narrative branding, brand image, and consumer purchase behavior is explored, leading to a comprehensive understanding of these relationships within the luxury fashion context. The implications of these findings for luxury fashion brands are substantial. To cultivate consumer loyalty and stimulate purchase intentions, brands are advised to establish a strong brand society through exclusive events, loyalty programs, and online platforms. Moreover, employing effective narrative branding strategies that forge emotional connections and effectively communicate brand values can enhance brand image and customer engagement.
Results and conclusion: The study enriches our comprehension of the social dynamics and storytelling strategies within the luxury fashion industry. By providing practical guidance for brand managers and marketers, it aids in creating engaging brand experiences, strengthening consumer relationships, and driving purchase behavior in the highly competitive luxury fashion market.
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Lu, Miao, Qi Lu i Hyungsik Kahn. "Brand Storytelling: A Review and Agenda for Future Research". Institute of Global Business Research 35, nr 1 (31.12.2023): 1–33. http://dx.doi.org/10.46775/jgbr.2023.35.1.01.
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Nowadays, brand has become the most important intangible asset of a company, and the competition in the market has become a competition of brands. Narrative is considered to be an effective means of branding. Storytelling is an effective way for companies to communicate with consumers. Since stories do not require complex information processing by consumers, the content conveyed in the form of stories makes it easier for consumers to understand and be persuaded. Through storytelling, companies communicate their values to consumers, allowing them to empathize with them and build relationships with them. Brand storytelling has become one of the hot topics in the marketing field. This study collates and analyzes the research results of brand storytelling from five aspects: definition, types, components, roles, and research trends, and proposes suggestions for future research directions in view of the shortcomings of current research.
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Huang, Shiyi. "Research on Marketing Strategies and Trends of Art Co-Branding in the Contemporary Fashion Industry". Advances in Economics, Management and Political Sciences 55, nr 1 (1.12.2023): 7–15. http://dx.doi.org/10.54254/2754-1169/55/20230946.
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Art co-branding is an increasingly huge fashion industry trend with great potential and unknown risks. In this paper, marketing strategies and trends are the main focuses in terms of the art co-branding of fashion brands. The method used includes literature research and two case studies of Louis Vuitton collaborating with Yayoi Kusama and Dior Lady Art, examining their marketing strategies and performances. Increase in product value, maintenance of scarcity, and construction of in-depth customer relationships are the three main reasons contributing to the win-win outcome of art co-branding in the fashion industry. As a result, it is shown that art co-branding can contribute to highlighting the core of fashion brands and greatly increase brand awareness by choosing an artist with a matching concept through various marketing strategies. Art co-branding has the high potential to become widely used by fashion brands and act as an effective method to benefit all fashion brands in the future.
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Gerstenblatt, Paula. "What COVID-19 has brought us to: Art, activism, and changes in social work education". Qualitative Social Work 20, nr 1-2 (marzec 2021): 595–603. http://dx.doi.org/10.1177/1473325020973440.
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This essay is a reflection about the COVID-19 pandemic from the vantage point of being on a sabbatical. As a result of the virus and global shut down, people are experiencing widespread suffering and economic devastation. The author, a professor, artist, and qualitative researcher advocates for a return to the profession’s community-based roots and an activist pedagogy. Additionally, as an artist/teacher/scholar, the author discusses the potential and importance of art and storytelling in social work education with examples of the author’s art created during the pandemic.
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Liu, Ruitong, Xiaorui Yang i Zeyu Ye. "Storytelling: An Emotional Branding Approach Based on Consumer Experience--The Case of LEGO". Highlights in Business, Economics and Management 19 (2.11.2023): 280–85. http://dx.doi.org/10.54097/hbem.v19i.11890.
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Founded in 1932, LEGO is now a giant of toys for all ages that have taken the world by storm. However, at the end of the 20th century, LEGO was on the verge of bankruptcy and its performance was deteriorating. Today, LEGO is back on top. This study focuses on a case study using the 4P to explain how LEGO has re-emerged as a toy giant company and analyzes the important role of storytelling marketing in it. LEGO regrouped the brand's core products and values, focusing on their classic products. They heavily use story marketing to attract loyal consumers by giving exclusive stories to their products. They are also using storytelling to attract more consumers by cutting costs and increasing the number of ways to buy and lowering prices. The study concludes that utilizing these strategies effectively will help brands to a great extent, and brands must be clearly positioned to create an image that cannot be replaced by other brands. At the same time, storytelling provides consumers with a sense of "immersion" that shapes their emotional foundation for LEGO and makes it impossible to replace. Therefore, some companies may consider this as a starting point for choosing the right strategy and defining the brand's identity and positioning. This study can be used as a reference when planning a company's future or when choosing to create a branding effect.
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Choi, Sarah. "Can we just work it out? Spike Jonze’s short choreographic storytelling in Arcade Fire’s ‘Afterlife’ (2013)". Short Film Studies 14, nr 1 (1.03.2024): 43–50. http://dx.doi.org/10.1386/sfs_00109_1.
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From his early days as an indie auteur to his more recent mainstream success as an Oscar-winning film director, Spike Jonze has been a pioneer of dance storytelling. In particular, Jonze’s experimentation with dance and the format of live music video, such as Arcade Fire’s ‘Afterlife’ filmed at the 2013 YouTube Music Awards, distinguishes him as screendance artist with an elevated sense of movement and flow. This article examines the director’s mastery of short-form choreographic storytelling in ‘Afterlife’, for how he ingeniously employs dance as both a narrative vehicle and a stylistic tool to bridge the mundane and the magical.
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Cattrysse, Patrick. "Screenwriting: Between Art and Craft". Palabra Clave 24, nr 2 (24.05.2021): 1–11. http://dx.doi.org/10.5294/pacla.2021.24.2.5.
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This paper discusses the teaching of screenwriting and storytelling in terms of art and craft. It argues that since Romanticism established itself in the 19th century as the dominant Western view on art and culture, it has driven a wedge between people’s notions of art and craft, promoting the former and demoting the latter. This rift has impeded the teaching of screenwriting and storytelling in general. Following this, art historians and sociologists of art have suggested developing a “third system of art,” one that reintegrates the artist and the artisan, the art and craft-based values. This essay develops the basic tenets of a “technical approach” to the teaching of screenwriting. This technical approach sits in-between a Romantically biased “free-wheeling” approach and a mechanistic, “rule-based” approach. It is argued that a technical approach to screenwriting or storytelling could help materialize such a “third system of art” and benefit the practice, teaching, and study of screenwriting and storytelling.
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Dorame, Katie. "Alien Apostles". Boom 5, nr 4 (2015): 4–13. http://dx.doi.org/10.1525/boom.2015.5.4.4.
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In her series of oil paintings and pen-and-ink drawings Alien Apostles, Tongva artist Katie Dorame reimagines the arrival of Spanish missionaries in California as an alien invasion. In her works, alien missionaries used baptism as a tool, baptizing neophytes with glowing green holy water, supernaturally branding them forever.
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Diabate, Naminata. "“I Want to Be Involved in Constructing the World”: In Discussion with Malala Andrialavidrazana". Monsoon 1, nr 2 (1.11.2023): 60–74. http://dx.doi.org/10.1215/2834698x-10739258.
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Abstract On Sunday, February 26, 2023, Naminata Diabate met over Zoom with visual artist Malala Andrialavidrazana, whose most recent works have been exhibited at the Boghossian Foundation in Brussels and the Centre Pompidou in Paris. Based on extensive in situ as well as bibliographic and archival research, Andrialavidrazana's visual compositions offer the possibility of alternative forms of storytelling and world-making. In this interview, the artist, whose interest spans centuries and all corners of the globe, shared how the political and racial landscape of her country of origin, Madagascar, and her family background shape her artistic expression and her place in the world.
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Joo, Ha Young. "A Critique of the Branding of Damien Hirst as an Artist". Journal of Cultural Product & Design 58 (30.09.2019): 97–108. http://dx.doi.org/10.18555/kicpd.2019.58.10.
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Mardhiyani, Nur Laili, i Liliek Budiastuti. "Implementing The Visual Storytelling Model as a Branding Strategy of Kandri Tourism Village on Instagram @desawisatakandri". E3S Web of Conferences 317 (2021): 02018. http://dx.doi.org/10.1051/e3sconf/202131702018.
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The Covid-19 pandemic has caused a downturn in the tourism sector, especially community-based tourist attractions, namely tourist villages. One tourist village that has experienced a downturn is the Kandri Tourism Village in Semarang, which has been recorded since March 2020 that it has not received visits from group or individual tourists who wish to travel in that place. This crisis makes Kandri Tourism Village have to carry out proper branding and promotional media in order to attract tourists to visit again. The aim of this article is to implement a visual storytelling model on the @desawisatakandri Instagram account in order to increase tourist visits in Kandri Tourism Village. This research uses descriptive qualitative research methods. The results of this study indicate that through Instagram @desawisatakandri, the implementation of visual storytelling through photos and videos is a branding strategy for Kandri Tourism Village. The content uploaded in social media includes brand positioning for segmentation of tourists by group or teams. Brand identity describe on logo with the tagline “Kandri Wae”, and the Brand personality can be seen in activities that are characteristic of Kandri Tourism Village.
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Lund, Niels Frederik, Caroline Scarles i Scott A. Cohen. "The Brand Value Continuum: Countering Co-destruction of Destination Branding in Social Media through Storytelling". Journal of Travel Research 59, nr 8 (28.11.2019): 1506–21. http://dx.doi.org/10.1177/0047287519887234.
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Social media users are increasingly harming destination brands through their posts. This article examines how to counter brand co-destruction in social media through the application of storytelling practices. Based on a netnography of TripAdvisor and Facebook, combined with a case study of the Danish destination management organization (DMO) VisitDenmark, the article investigates the prospective ways in which social media users co-destroy the DMO’s brand. We demonstrate how value creation is a fluid process generated along a “brand value continuum,” as complex interplays between co-creation and co-destruction manifest through user-generated content. The article provides recommendations on how DMOs can counter co-destruction by using storytelling to influence perceptions and set agendas for user conversations that stimulate brand co-creation.