ABSTRACT
In this chapter, I advocate the use of narratives as part of a brand’s positioning strategy and in advertising campaigns, because stories are able to persuade, create meaning, and demonstrate product usage experiences. More important, stories are able to involve, captivate, and entertain consumers, which is critical in today’s marketplace, with ubiquitous advertising and the rise of social media. I begin with a discussion of narratives in general, focusing on the specific aspects of stories that make them useful to marketers. Next, I explore the role of narratives in branding and advertising. I propose that marketers can use narratives to construct a compelling brand biography to create emotional connections to brands and serve as a guide for an integrated marketing communication program. This is followed by a discussion of narrative advertising, which can generate emotion, is persuasive, and models the way products may be used. Finally, I discuss specific reasons why a narrative approach to marketing can reap benefits in social media-based marketing campaigns.
