Kampanie storytellingowe na rzecz marek w teorii i praktyce ‒ wybrane aspekty
Brand Storytelling Campaigns in Theory and Practice - Selected Aspects

Summary/Abstract: The aim of this paper is to explain the specificity of contemporary brand sto- rytelling campaigns and their influence on stakeholder's behaviour. In the paper, the im- portance, mechanism of action, basic technologies and examples of storytelling from the Polish market are characterised. The literature studies conducted and available research reviewed were enriched by the results of the author’s qualitative research using a case study method for the selected brands. The following thesis was taken into consideration: effective actions on behalf of personified brands in which stakeholders are involved are determined by methodical storytelling activities. These kinds of communication cam- paigns enable to enter into the stakeholders’ lives through creating thrilling histories, evoking emotions, engaging addresses on the conscious and subconscious level, creating positive experiences and first of all replacing persuasive contents by information received from consumers.

• Details
• Contents