• Shantanu Nautiyal

Everyone has a story. So do products and brands. The iconic ones have a more inspiring story then the rest but there certainly a story to all. We can distinguish the stories that brands tell through various categories or to the target group it appeals to but the most successful ones are those who transpire an emotion more than the product or service. While scientific reports have proved that humans are hardwired to listen to stories. Brands have left no stone unturned to use that fact well. The better told story is the one with which we emotionally connect to and in turn influences our buying preferences. For example if you take the sports megabrand NIKE, more than the product they sell their attitude and the confidence. It’s basically about how you tell what you are, first; and what you sell, second as words trump over reality or the products and services often. Taking another example how the Indian watch maker Titan, has its tune well known by all, it’s the perfect choice for special occasions for Indians and has been established that way through the stories that it narrates, which makes it special to the customers. In this paper I wish to explore the power of storytelling for Iconic brands and how they influence the consumer buying behaviour, and become a part of their life, becoming quintessential.

"STORYTELLING IN COMMERCIAL WORLD & BUSINESS: STORIES THROUGH BRANDS AND IMPORTANCE OF STORIES THROUGH NEW MEDIA", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.182-185, June 2019, Available :http://www.jetir.org/papers/JETIRCX06036.pdf

"STORYTELLING IN COMMERCIAL WORLD & BUSINESS: STORIES THROUGH BRANDS AND IMPORTANCE OF STORIES THROUGH NEW MEDIA", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp182-185, June 2019, Available at : http://www.jetir.org/papers/JETIRCX06036.pdf