• Title/Summary/Keyword: 스토리텔링 마켓팅

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A study of product development with the storytelling technique as one factor of brand image reinforcement (브랜드 이미지 강화의 한 요인으로써 스토리텔링 기법을 적용한 제품 개발에 관한 연구)

  • Kyoun, Jun-Hyouk;Kim, Hyun
    • 한국HCI학회:학술대회논문집
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    • 2008.02b
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    • pp.18-23
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    • 2008
  • Enterprise's executives who believe methodologies the theories prescribe consideration of consumer as rational and reasonable behavior. However, by recent investigation, consideration of consumer can be defined behavior that is occurred by sensibility. These consideration of consumer affect to a process that purchase a product, consumer's purchase decision process. Consumer make a purchasing decision with sensible criterion, respective of quality after all rather than various rational criterion like price, efficiency and usefulness. Brand image has sensible value to thought in the mind about a product and affect to purchase products. Hence building brand image through positive sensitivity is significant point in strengthening. Research from this point of view makes a content advance with improving product process along storytelling method which kind of affective, sensible communication way as a factor of strengthening brand image.

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Study of Space in Storytelling Marketing (스토리텔링 마케팅에서의 공간에 관한 연구)

  • Chung, Sun-Ah
    • Proceedings of the Korean Institute of Interior Design Conference
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    • 2006.05a
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    • pp.125-130
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    • 2006
  • The various kinds of consumption belong to a general category and at the same time the expression of most basic aspiration in the human life. Since the ancient times, the consuming activities have lasted with the other basic activities and the consuming space conducting consumption has developed as physical devices along with the human history. Those companies that have been given attention and getting favorable impression currently being selected by the consumers are now concentrated on the storytelling marketing. The storytelling marketing is that the emotion-oriented marketing activities give consumers the opportunities to enjoy the product contained stories to put the stories to marketing activities. It approaches to consumer with human story emotionally rather than rationally and heart rather than mind. Recently, the architecture has become artistic either it was linked and contacted media or part of marketing. We think that the story telling marketing is the eternal triangle among art, architecture and marketing that is a propensity or movement to interior at this time. I found out that the storytelling marketing methodology is able to touch the consumer's heart and stimulate consumption aspiration that makes new circumstances and experience expressing space. And for that, effective marketing methodology is to give the consumers a more exciting and enjoyable motivation in accord with the modern society to give companies positive image to customers and accordingly for the companies to gain profits. The story telling space that is filled with ideas which produce new circumstance and experience using the established narrative and theme will be required continuously and able to develop in the future.

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