Empathy, a great unknown in the business market

[rokassha.k.h@11]

Another clear example of Storytelling is Puma's video, After Hours Athlete, where the brand shows its more human and less sporty side.

Puma has created Puma Social, where the stereotype of the sports user that has always been part of its identity has broken down barriers to become a social user, a social athlete, a social human being who wears casual clothes also for nightlife, not just for sports.

The Puma brand wants us to see that its products are full of stories, ours when we wear its brand.

The rules of the game have changed.

The brand is no longer superior to the consumer as we once thought. The consumer is on the same level, forming part of the brand.

Brands must understand that consumers are an essential part of them, canada mobile phone numbers database giving them a space, a gap in which to place their opinion so that they can be heard.

Smart brands use this as one of the most powerful tools to improve the brand, make it grow and, without a doubt, make it evolve.

It is about coexisting and living in symbiosis between brands and consumers.

“The rules of the game have changed. The brand is no longer superior to the consumer. The consumer is on the same level, forming part of the brand.”
And for all this to happen, the brand must empathize with its consumers.

It's ironic, don't you think?

We live in a consumer society where we all want to be part of brands to make them better and many of them do not realize that all they have to do is listen to us as consumers in order to create a story in which we feel identified, a story that excites us, that captivates us and, finally, that makes us fall in love with their product so that we buy it.

Let's go further with Storytelling. Antonio Gaudí said: "We don't create, we discover." And what could be an ambiguous phrase becomes, on the one hand, an absolute truth, that of discovery.

The fact that the Internet is accessible to everyone has allowed us to discover stories on a daily basis. Stories not only from brands to their consumers but also real stories that hardly require any imagination, because they have been, are, and will continue to be real cases. Stories that defend causes through social networks and other 2.0 media.

The 2.0 world has already become the 3.0 world, where the Digital Age has been transformed, although there is still a long way to go, into the Emotional Age, into the Age where we must humanize brands in order to create a common understanding between consumers and brands.

I will what I want…
In this case, I leave you with this story, with video included, which serves as an example to demonstrate, once again, that social networks are one of the best platforms for using Storytelling.

In this case it is a true story.

This is the story of Misty Copeland, the second black soloist of the American Ballet Theatre in history.

This happened when she was 24 years old, and today, at 31, she is considered one of the best dancers in the world.

The voice heard in the background is her reading the letter she received when she was 13 and wanted to enter a ballet school: “Dear candidate, thank you for your request to enter our Academy, but unfortunately you have not been accepted. You do not have the right body to be a ballet dancer, and besides, at thirteen you are already too old.”

Here begins the demonstration that today's society is still cruel.

While listening to the reading of the letter, we can see Misty training, with a statuesque body that, without a doubt, is a demonstration of her achievements, having gotten where she got thanks to her willpower, her predisposition and her courage.