FEB 22 – 02
Connecting with the customer through narratives, myths, and metaphors
When brand leadership is all about the story
Today’s media landscape that brands need to aptly navigate has been becoming ever more multifaceted in recent years. Not only are media channels increasingly fragmented and subject to extremely fast shifts, especially with regard to social media, but a whole new layer of complexity has been added through the emergence of the metaverse. The differentiating factor that brands can and should leverage here to help inform, orientate and, above all, inspire the customer does not lie on the product or category side, but in the mastery of storytelling. If executed with a thorough understanding of what resonates with the customer, storytelling in itself can establish, enhance, and constantly nurture the brand value. The pivotal role of storytelling to the building of aspirational brands is also reflected in the concept of Added Luxury Value (ALV). The key idea behind this notion is the fact that legacy brands do not focus primarily on their product or category, but on connecting with the customer through narratives, myths, and metaphors.
Key players within the biotech sector increasingly are currently pushing into B2C markets as well, since they have understood the importance of telling meaningful stories to making a difference in customer awareness. A perfect case in point is provided by Flagship Pioneer, a Boston-based biotech investment fund that has, amongst others, financially backed Moderna. Through podcasts, editorials and overall inspiring content, they have mastered the art of storytelling to an extent where their actual product offering almost comes to the background. This seemingly soft strategy proves to be extremely effective in leveraging further funds or, in the case of brands, in propelling sales.
Thanks to its longstanding experience in helping leading lifestyle brands like Nike or Red Bull produce aspirational stories to be shared with their consumers, Circle Culture Consulting has successfully consulted some of the most promising biotech companies on their brand positioning, with a special focus being put on developing truly differentiating stories.
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