![]() ![]() We could call storytelling an ancient human art. But what does “well” mean? Why and how does storytelling work? And how come it works globally? What are the universal traits that good stories have in common and where do they differ when it comes to serving cultural preferences? Where are the challenges one should bear in mind when intending to use the same story for a truly international audience and expecting it to resonate with audiences which are culturally shaped in different ways? Some of the answers can be found when we connect the learnings of different disciplines: psychology, neuro-marketing and intercultural communication. ![]() There are universal patterns in a narrative that resonate with all people around the globe and make a brand story, if told “well,” a success. ![]() Storytelling, as part of brand marketing, works globally. This does not represent the official position of Brand2Global Conference, The Localization Institute, or the author’s organization. The contents of this Paper are presented to create discussion in the global marketing industry on this topic the contents of this paper are not to be considered an adopted standard of any kind. This paper presents the work being produced by students of The Localization Institute’s programs. This is a paper presented by Maren Baetje-Mbaye, a graduate of the Global Digital Marketing and Localization (GDMLC), and Global Branding and Marketing Certification(GBMC) programs. ![]()
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