Cuando hablamos de marcas que generan deseo, seguramente nos viene a la cabeza la manzanita plateada.
La presentación anual de Apple es un evento muy esperado. Desde el momento que se suben al escenario, nos genera mucha expectación y observamos que más allá de presentar sus productos y funcionalidades, cuentan historias y nos atrapan con ellas.
No te están diciendo que compres el Apple Watch o el nuevo Iphone. Utilizan el storytelling para construir su marca y generar deseo. Dan voz a historias reales de sus consumidores, que cuentan cómo sus productos son relevantes en sus vidas.
Cuando vemos historias como la de un hombre que fue rescatado tras caer a un río helado mientras patinaba sobre hielo, o un médico que salvó la vida de su amigo, todo con la ayuda del Apple Watch, pensamos: WOW, ¡Lo quiero!
Y si vamos un poco más allá de esta presentación y analizamos sus piezas de comunicación vemos que también utilizan estas historias para conectar con la gente, vender sin vender.
¿Utilizas el storytelling para construir tu marca?
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