{"id":81252,"date":"2018-08-16T08:22:49","date_gmt":"2018-08-16T13:22:49","guid":{"rendered":"http:\/\/news.olemiss.edu\/?p=81252"},"modified":"2018-09-17T09:45:47","modified_gmt":"2018-09-17T14:45:47","slug":"forbes-brand-story-problem","status":"publish","type":"post","link":"https:\/\/web20.olemiss.edu\/news\/wordpress\/forbes-brand-story-problem\/","title":{"rendered":"Forbes: The Brand Story Problem"},"content":{"rendered":"

The notion of brands telling stories, presumably stories that customers will find sufficiently intriguing to motivate trial or cement loyalty, is both admirable and flawed.<\/p>\n

Admirable, in that at its best, storytelling is an irresistible marketing elixir.<\/p>\n

Flawed, in that many brands simply don\u2019t have interesting stories to tell.<\/p>\n

Storytelling can illuminate the value proposition, help the consumer better appreciate its components, evaluate its benefits and determine its appropriateness.<\/p>\n

But not every brand was born in a garage and nurtured with a founder\u2019s foresight and grit.<\/p>\n

And not every brand can backpack into rainforests in search of elusive and differentiating organic ingredients.<\/p>\n

Perhaps the best that a more prosaic brand can do when it comes to storytelling is to showcase its consumers.<\/p>\n

The Best Opportunity For A Brand Story<\/strong><\/p>\n

When does a brand story work best?<\/p>\n

\u201cConsumers are typically most receptive to brand stories when they are making decisions and purchases based on emotion, rather than rationality,\u201d says Christopher Newman, assistant professor of marketing at the University of Mississippi.<\/p>\n

Read the full story here.<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

The notion of brands telling stories, presumably stories that customers will find sufficiently intriguing to motivate trial or cement loyalty, is both admirable and flawed. Admirable, in that at its best, storytelling is an irresistible marketing elixir. Flawed, in that many brands simply don\u2019t have interesting stories to tell. Storytelling can illuminate the value proposition,Read the story …<\/a><\/p>\n","protected":false},"author":89,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"ngg_post_thumbnail":0,"footnotes":""},"categories":[484,482],"tags":[],"yoast_head":"\nForbes: The Brand Story Problem - Ole Miss News<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/news.olemiss.edu\/forbes-brand-story-problem\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Forbes: The Brand Story Problem - Ole Miss News\" \/>\n<meta property=\"og:description\" content=\"The notion of brands telling stories, presumably stories that customers will find sufficiently intriguing to motivate trial or cement loyalty, is both admirable and flawed. Admirable, in that at its best, storytelling is an irresistible marketing elixir. Flawed, in that many brands simply don\u2019t have interesting stories to tell. Storytelling can illuminate the value proposition,Read the story …\" \/>\n<meta property=\"og:url\" content=\"http:\/\/news.olemiss.edu\/forbes-brand-story-problem\/\" \/>\n<meta property=\"og:site_name\" content=\"Ole Miss News\" \/>\n<meta property=\"article:published_time\" content=\"2018-08-16T13:22:49+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2018-09-17T14:45:47+00:00\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@OleMissRebels\" \/>\n<meta name=\"twitter:site\" content=\"@OleMissRebels\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebSite\",\"@id\":\"https:\/\/web20.olemiss.edu\/news\/wordpress\/#website\",\"url\":\"https:\/\/web20.olemiss.edu\/news\/wordpress\/\",\"name\":\"Ole Miss News\",\"description\":\"The official source for University of Mississippi news\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":\"https:\/\/web20.olemiss.edu\/news\/wordpress\/?s={search_term_string}\",\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"http:\/\/news.olemiss.edu\/forbes-brand-story-problem\/#webpage\",\"url\":\"http:\/\/news.olemiss.edu\/forbes-brand-story-problem\/\",\"name\":\"Forbes: The Brand Story Problem - Ole Miss News\",\"isPartOf\":{\"@id\":\"https:\/\/web20.olemiss.edu\/news\/wordpress\/#website\"},\"datePublished\":\"2018-08-16T13:22:49+00:00\",\"dateModified\":\"2018-09-17T14:45:47+00:00\",\"author\":{\"@id\":\"https:\/\/web20.olemiss.edu\/news\/wordpress\/#\/schema\/person\/d016fb93a4ba6498417c2b1ea8ac6063\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"http:\/\/news.olemiss.edu\/forbes-brand-story-problem\/\"]}]},{\"@type\":\"Person\",\"@id\":\"https:\/\/web20.olemiss.edu\/news\/wordpress\/#\/schema\/person\/d016fb93a4ba6498417c2b1ea8ac6063\",\"name\":\"Rod Guajardo\",\"image\":{\"@type\":\"ImageObject\",\"@id\":\"https:\/\/web20.olemiss.edu\/news\/wordpress\/#personlogo\",\"inLanguage\":\"en-US\",\"url\":\"http:\/\/1.gravatar.com\/avatar\/a64f2de99f6b245557a62c8e569bad84?s=96&d=mm&r=g\",\"caption\":\"Rod Guajardo\"}}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","_links":{"self":[{"href":"https:\/\/web20.olemiss.edu\/news\/wordpress\/wp-json\/wp\/v2\/posts\/81252"}],"collection":[{"href":"https:\/\/web20.olemiss.edu\/news\/wordpress\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/web20.olemiss.edu\/news\/wordpress\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/web20.olemiss.edu\/news\/wordpress\/wp-json\/wp\/v2\/users\/89"}],"replies":[{"embeddable":true,"href":"https:\/\/web20.olemiss.edu\/news\/wordpress\/wp-json\/wp\/v2\/comments?post=81252"}],"version-history":[{"count":3,"href":"https:\/\/web20.olemiss.edu\/news\/wordpress\/wp-json\/wp\/v2\/posts\/81252\/revisions"}],"predecessor-version":[{"id":82119,"href":"https:\/\/web20.olemiss.edu\/news\/wordpress\/wp-json\/wp\/v2\/posts\/81252\/revisions\/82119"}],"wp:attachment":[{"href":"https:\/\/web20.olemiss.edu\/news\/wordpress\/wp-json\/wp\/v2\/media?parent=81252"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/web20.olemiss.edu\/news\/wordpress\/wp-json\/wp\/v2\/categories?post=81252"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/web20.olemiss.edu\/news\/wordpress\/wp-json\/wp\/v2\/tags?post=81252"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}