Marketing textbook, chapter 8

In brand communication, storytelling is currently regarded as a particularly effective technique for the emotional staging of brands (see section 8.3.7.2). The main reason for this is the importance of stories for our brain. The episodic codes of a brand, which are usually created with the help of commercials, are particularly effective at „touching“ consumers emotionally via the effect of mirror neurons, which is the basis for emotional brand loyalty.

The Hornbach DIY chain has been using storytelling in its brand communication for many years to vividly convey the Hornbach brand claim „There's always something to do“ for every hobby craftsman - even the less experienced ones. The topic of „successful craftsmanship by amateurs“ is presented in ever new, humorous and above all bizarre stories. The campaign „Every change needs a beginning“ is particularly impressive.

„The advert, directed by Spanish director Pep Bosch and shot in an Eastern European village, is reminiscent of a documentary. The ambience is romantic, almost poetic with nostalgic echoes (production: Trigger Happy Productions, Berlin). There is a narrator who tells the story of his village: Over the years, people have forgotten how to use their hands. The houses have fallen into disrepair. But one day, a gigantic nut appears out of nowhere. At first, the villagers can't do anything with the mysterious object. But suddenly a piece breaks out of the nut and reveals its interior: it is filled to the brim with tools. This marks the decisive turning point. The people rediscover their hands and all set about renovating their houses and gardens. The story is typical Hornbach: a little bizarre at first glance and yet it leaves plenty of room for interpretation. ‘With The Nut, we deliberately wanted to create room for manoeuvre, raise questions and create a myth that viewers could engage with,“ says von Bechtolsheim. The film will certainly attract attention in the advertising block because the documentary style represents a break from the mass of mainstream commercials. The music in the background is quiet and discreet, the message is conveyed clearly and comprehensibly - possibly more comprehensibly than was the case with some previous adverts."

Sources:

• http://www.horizont.net/agenturen/nachrichten/-Exklusiv-Im-neuen-Hornbach-Spot-gehts-um-die-Nuss-101672 (as at 10 January 2026).