In Marketing
Storytelling is increasingly used in advertising today in order to build customer loyalty. According to Giles Lury, this marketing trend echoes the deeply rooted need of all humans to be entertained. Stories are illustrative, easily memorable and allow any firm to create stronger emotional bonds with the customers.
Developments include the use of trans-media techniques, originating in the film industry which Build a world in which your story can evolve. Examples include Coca-Cola's "Happiness Factory")
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