{"id":38008,"date":"2026-01-19T12:59:40","date_gmt":"2026-01-19T11:59:40","guid":{"rendered":"https:\/\/www.hs-nordhausen.de\/?post_type=zusatzmaterial&p=38008"},"modified":"2026-01-19T12:59:40","modified_gmt":"2026-01-19T11:59:40","slug":"8-9-storytelling-in-brand-communication","status":"publish","type":"zusatzmaterial","link":"https:\/\/www.hs-nordhausen.de\/en\/zusatzmaterial\/8-9-storytelling-in-der-markenkommunikation\/","title":{"rendered":"8-9: Storytelling in brand communication"},"content":{"rendered":"

Marketing textbook, Keywords<\/span><\/p>\n\n\n\n

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Communication policy \u2192 Planning and decision-making processes for an advertising campaign \u2192 Designing the advertising message \u2192 Content aspects of ad design (section 8.3.7.2)<\/p>\n<\/div>\n\n\n

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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 \u201etouching\u201c consumers emotionally via the effect of mirror neurons, which is the basis for emotional brand loyalty.<\/strong><\/p>\n\n\n\n

The Hornbach DIY chain has been using storytelling in its brand communication for many years to vividly convey the Hornbach brand claim \u201eThere's always something to do\u201c for every hobby craftsman - even the less experienced ones. The topic of \u201esuccessful craftsmanship by amateurs\u201c is presented in ever new, humorous and above all bizarre stories. The campaign \u201eEvery change needs a beginning\u201c is particularly impressive.<\/p>\n\n\n\n

\u201eThe 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. \u2018With The Nut, we deliberately wanted to create room for manoeuvre, raise questions and create a myth that viewers could engage with,\u201c 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.\"<\/p>\n\n\n

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Sources:<\/strong><\/h4>\n\n\n\n