Storytelling: Empowering Brands that Connect in New Normalities

Abstract

The crisis generated by Covid 19 and by the confinement necessary to combat it, brought with it that brands have to devise new ways of communicating and connecting with the consumer, in times when the desire to feel safe was above any aspirational desire and consumption. This research is a theoretical look at the technique known as storytelling (narrative), the main paradigms that were generated in the confinement period are exposed, in the same way, the process of creating a storytelling is approached, it is explained step by step how to face and develop each of its five stages: define the current state and purpose of the brand, analyze the context in which we develop, find our archetype, determine the characteristics of our audience and the creation of the story, to finish it is carried out the analysis of two case studies of brands that successfully used storytelling to promote themselves in times of confinement.