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BRAND FICTION

The power of storytelling behind a Marketing Communications strategy

© Busking Intelligent Communications – All Rights Reserved

The power of a story

• The use of fiction to enhance a brand – known as Brand Fiction –

is a valuable Marketing tool because it encourages consumers to

develop an in-depth and long-term relationship with a brand,

product or service

Messages in the story are associated with affective and real

memory, where facts, places and experiences interact with

positive emotions connecting and engaging with the brand

Emotional Relationship

• An original storyline can be

developed around some

ideas, needs, or even

desires, especially to

connect your Marketing

Communications strategy

to your target audience

through an original piece

of fiction

For example, what

consumers read in a book

or see in a movie can

often trigger the desire to

experience the same

emotions of the character

in the story and to visit the

same places

Remember:

Human beings are

consumed by wanderlust!

The last episode

of “Sex And The

City” was aired in

2004. Then, two

movies were

launched and…

Girls from around

the world

until now go to

New York to

experience the

famous

“Cupcake Tour”

A worldwide

success, the “44

Scotland Street”

series attracts

book lovers that

want to walk on

the same streets

where Alexander

McCall Smith's

main characters

often wander, in

Edinburgh – the

first “UNESCO City

of Literature”

But… is Brand Fiction the

same as Storytelling?

• Brand Fiction certainly uses

Storytelling techniques

• But not all Storytelling techniques

refer to Brand Fiction

• In storytelling usually the focus is

the reality, for example, the true

story of a company or a brand

being told through a creative

narrative

• In brand ficcion subliminal

emotions and other concepts of

a brand, company or place will

be presented through a fictional

story

Storytelling Brand Fiction

The narrative can be…

Non-fiction Fiction

It is related to an original story that

will embrace the brand and present it to the audience

Brand Fiction is more specific

Brand Fiction can help you to develop the triggers that will open

the emotional windows, and help to associate your brand to

places, scents, flavours, images or experiences

Open, please

And when the eyes of the

world are looking at a

potential market called

Your brand can fly with us

on top of the wings of

fiction!

Busking - Intelligent Communications

creates engaging content (fiction or non-fiction) in

Portuguese to promote your brand, your organisation or a

particular product/service to the vast Brazilian audience

Our services include:

• Fiction writing & storytelling

• Copywriting & ghostwriting

• Social media campaigns

• Structural review for books and e-books

• Translation

• Proofreading

www.buskingeditorial.com

For more information please visit