Chanel’s brand storytelling is a good example of how luxury brands should advertise. Brand storytelling is common. As Hamilton South, founder of HL Group, said “If you look back on the landscape of great brands, what they all have in common is they are very, very good storytellers”. But what is a good story? Is there any rules for a good storytelling?
According to a research in 2010, there are four main dimension of storytelling: authenticity, affectivity, commonality and commitment.
Tell the truth but not all the truth. Chanel told the truth about everything except not mentioning its history working for Nazi during World War II. But what the story mention should be true.
Try to influence by emotion. It’s incredible to persuade clients to buy DIOR J’adore only by reasoning. Storytelling provide clients a opportunity to feel the meaning and affect by the emotion inside of story.
To tell the story of the clients. A function of luxury product is to express the ideas and value. Hence, telling story with the ideas and value consisting with clients is very important.
Show the super reality of the brand. Story creates dream, Chaumet creates the dream of being the lover of the King and Tiffany creates the dream of sweets lovers. A story commitment is the dream that create for the brand.
Luxury brand stories are not selling a product, they’re selling a lifestyle and try influence the mind of clients with their heritage. Nowadays, an efficient way to stand out in the crowded competition among luxury brands, competitive marketplace for luxury experiences and goods is to tell a good story.
Source: 汪涛, 周玲, 彭传新, 等. 讲故事 塑品牌: 建构和传播故事的品牌叙事理论——基于达芙妮品牌的案例研究[J]. 管理世界, 2011 (3): 112-123.