popular Consumer Insight
The survey by Aesop asked the participants to rate 40 brands of over-the-counter remedies against ten criteria, such as: memorability, level of engagement, authenticity, ability of a brand "to create their own world," etc.
The second year in a row Aesop agency ask around 2,000 UK adults nine simple questions that, as they think, reflect the essence of a "storyteller."
Over the last few years, Brands everywhere have been adopting more personal and emotional narratives in their story telling. These stories have been about putting peoples life experiences first whilst the brand is happy to play the supporting role.
As the UK is totally obsessed with the royal family life in general and the first birthday of Prince George in particular, Samsung wanted to draw Brits’ attention to ordinary people around them.
I was catching up on Glastonbury highlights with my youngest last weekend. Ed Sheeran kicks-off with Lego House and she joins in, “I'm gonna pick up the pieces, and build a Lego House”. She then proceeds to tell me his latest album is the fastest selling of the year, with 182,000 downloads in a week!
From apps like Instagram, to brands like Soap and Glory, vintage is ‘in’ and brands have jumped on this bandwagon, embracing their histories to capture new audiences, along with reengaging the old.
Essentially the success of storytelling comes down to giving consumers the opportunity to indulge in one-to-one storytelling as we combine the brands’ and retailers’ story with our own.
By a great story, Ed Woodcock, Aesop Strategy Director and the curator of the research, means a successful combination of a brand’s “heroic” credentials, such as being engaging, memorable, authentic, believable etc.