Post by sakibkhan50 on Feb 27, 2024 3:52:26 GMT -5
The much desired inclusive capitalism comes from the business world's ability to tell its own story, from corporate storytelling. The manufacturing industry is an expression of the Italian identity, a heritage of ingenuity, failures and successes, in short, the story of a journey. Following this metaphor, doing business can be compared to a risky journey that passes from a vision to its realization. Throughout this journey, the company interacts with the environment in which it is immersed, shaping it and allowing itself to be disturbed. This mutual exchange leaves indelible traces that can be collected in documents, artefacts, stories, celebrations and so on. The travel diary that is thus created is a heritage to be enhanced and communicated. A bit like we do when we return from a holiday.
Corporate storytelling and the metaphor of travel But when we go on a trip, do we really tell everything? No. On an unconscious level we select what to tell and to whom. Telling the story of a company is not that different, it's just that a codified process is needed to best express all the value contained in Ecuador Mobile Number List years of activity and experience. Let's discover together these steps taken from the book " Corporate Heritage Marketing ", but first let's focus on what the real advantages are in communicating your company history through corporate storytelling. Corporate storytelling: why use it? In today's fragmentation of values, the consumer is looking for roots, values and emotions. Human beings are social by nature, they need to recognize themselves in a group, to share information and languages. This instinct, which we could define as almost primordial, has remained a protagonist even in postmodern markets.
empathy Today, consumers who are increasingly informed and protagonists in the creation of value are not only looking for certain attributes in products and/or services, but are attracted by the experiences and values that derive from their use. This search for identity has been captured by marketing professionals and a race has thus emerged to recover the past, of those iconic products that bring to mind positive memories and in the best cases childhood memories. This search for values has pushed historical and non-historical companies to tell their stories in order to empathize with their target audience and create the foundations for a lasting relationship. Beyond the relationship with customers As already discussed in a previous article here on the blog , company history does not only bring advantages in the relationship with customers. Corporate storytelling serves to create empowerment in collaborators who thus feel part of a story bigger than themselves.
Corporate storytelling and the metaphor of travel But when we go on a trip, do we really tell everything? No. On an unconscious level we select what to tell and to whom. Telling the story of a company is not that different, it's just that a codified process is needed to best express all the value contained in Ecuador Mobile Number List years of activity and experience. Let's discover together these steps taken from the book " Corporate Heritage Marketing ", but first let's focus on what the real advantages are in communicating your company history through corporate storytelling. Corporate storytelling: why use it? In today's fragmentation of values, the consumer is looking for roots, values and emotions. Human beings are social by nature, they need to recognize themselves in a group, to share information and languages. This instinct, which we could define as almost primordial, has remained a protagonist even in postmodern markets.
empathy Today, consumers who are increasingly informed and protagonists in the creation of value are not only looking for certain attributes in products and/or services, but are attracted by the experiences and values that derive from their use. This search for identity has been captured by marketing professionals and a race has thus emerged to recover the past, of those iconic products that bring to mind positive memories and in the best cases childhood memories. This search for values has pushed historical and non-historical companies to tell their stories in order to empathize with their target audience and create the foundations for a lasting relationship. Beyond the relationship with customers As already discussed in a previous article here on the blog , company history does not only bring advantages in the relationship with customers. Corporate storytelling serves to create empowerment in collaborators who thus feel part of a story bigger than themselves.