Module 2: Amplifying Authentic Engagement Through Storytelling and Influence Marketing Unit 1: Drama Minifilms for Purpose-Driven Storytelling
brand’s identity as a luxury hotel chain known for cultural inclusivity. Similarly, Edeka’s tagline, “Time to come home,” embodies family values through a narrative of reconciliation, resonating with professionals balancing work-life challenges. The protagonist’s actions reflect empathy and forgiveness, reinforcing the brand’s connection to its audience and its mission. By ensuring consistency across these elements, brands can craft messaging that resonates deeply with their audience, fostering both emotional connection and lasting impact (see Appendix D for detail on connecting the dots of messaging for these two examples).
muta (a sudden sense of communal connection), moral elevation, gratitude, admiration, and compassion—enhance brand storytelling by fostering prosocial behavior and emotional engagement. These emotions emphasize universal values, inspiring audiences through the display of moral virtue or excellence. When developing narratives from themes and taglines, it is essential to ensure that viewers recognize shared values with the brand, stirring emotions that build likeability and trust, as discussed in our earlier session on Building Likeability Through Emotions . This also means selecting the right eudaimonic emotion to amplify the message. For example: • Moral Elevation : Encourages helping behavior by highlighting acts of virtue.
EUDAIMONIC EMOTIONS
Eudaimonic narratives are most effective when emotional appeals align with brand values and consumer priorities. Self- transcendent emotions—such as awe, kama
Awe : Boosts self-efficacy and supports sustainable behaviors when tied to transcendent values.
•
| 70
Made with FlippingBook interactive PDF creator