Why should men and women send Dove to express their love for each other? Because the English name of Dove is Dove, which is translated as "Doyouloveme"; why should we buy a refrigerator from Haier? Because "Zhang Ruimin sledgehammer smashed refrigerator" deeds early into the minds of consumers, all think Haier refrigerator service is good, good quality. The highest level of brand marketing is in fact storytelling, to create an easy to circulate brand story not only can be powerful for the brand publicity momentum, the most important thing is to achieve twice the result with half the effort of the marketing effect. The previous examples of Dove and Haier have already verified this point for everyone. But to tell a good brand story, not a fancy video, a blog post, a public relations gimmick or simply filled with artistic flavor can do. Here are a few core points to teach you how to tell a good brand story. Product as the core of the storytelling brand story is not a castle in the air, but need to be supported and backed by the entity. Just like art comes from life and is higher than life, the product often serves as the real support of the brand, and through the shaping of product research and development, product craftsmanship, product packaging, product details, product selling points, product word of mouth and other aspects of the brand, to enhance the brand story's palpability, presenting the brand story of the brand's brand concept conveyed. For example, women's skin care products in the high-end products of the mystery of the sea is a typical case, in their official website there is such a story, Dr. Max He encountered an accident in the laboratory, the face was burned, in order to repair the skin he opened the search for materials and experimental road. The story is not to be true, can be combined with reality with "dramatic", but can not be its "craftsmanship lost". Nongfushanquan Changbaishan advertisement, "The water you drink is the flavor of fluffy snowflakes in Changbaishan", is also through the introduction of the source of product development to show the enterprise's brand concept and value. Storytelling with the enterprise as the core of the creation of an enterprise or brand, behind the often comes with a sense of story, and tell the story of the creation of the brand is often also inseparable from the founder's story, so here it will be grouped together to tell. This kind of story is often based on the founder's original intention, beliefs, spirit, etc. as the origin, through the heart of the idea or twisted experience infected people, and then create a sense of identity, to bring users and brands closer to the distance. Whether it is foreign Google or facebook, domestic ali, or byte jumping, dropping, etc., the founder will publicize their own in the basement or dormitory based on a certain idea and start a business. Another example is the story of Steve Jobs and his best friend founding Apple Computer in their own garage, which has been celebrated for a long time, all of these are due to people's sentiment of starting from nothing overcoming worldly prejudices and impossibilities. Jumeirah in the early years there is called "I speak for themselves" promotional video, I believe there are still many people have not forgotten it, in the year the TV circle is a sensation, even today, this story is still fresh in people's minds, why? Because the brand story, the story is the carrier, can trigger **** love, anchor cognition is the key. In addition to the founder's story mentioned above, this part of the storytelling centered on the character, the most typical is the story that occurs between the brand and the customer. With the founder of the story from the top down different, brand and social stories such as more belong to the bottom up, this kind of story the public will be more direct way to time, energy, emotion into it, and often because of the sense of ownership and social and active word of mouth. For example, Nongfusanquan's "Last Mile" brand short film tells the story of Nongfusanquan's Tibetan business representative who delivers Nongfusanquan to outlets. And Meituan in the 2020 epidemic, through the Meituan catering users of the poster, introducing the story of merchants, expressing "everyone has their own irreplaceable story, with walking faith, face difficulties, turn the tide against the wind, to the sun, constantly break the game," to inspire more people in the catering industry, so that they become a benchmark for the actions of more people! . Philip Kotler once made an explanation of story marketing: "Story marketing is to attract target consumers by telling a story that fits with the brand concept. In the process of consumers feeling the storyline, subconsciously complete the implantation of brand information in the minds of consumers." Brand story is actually through the storytelling communication for brand information transfer, this way of silent, will be transformed into a claim story communication, is the brand a very important means of communication. Reasoning is not as good as storytelling, perhaps the story is the best way to express your brand!