Once upon a time… A rich story. A story that answers the customer’s desire for authenticity and trust. A story that procures an emotion at first, and then have a rational impact.
All consumers are attracted towards brands they could talk about because they bring a great story. This is even more pronounced if the brand is able to transpose it into a whole world that allows consumers to feel the brand’s experience and build a connection with them. This is why storytelling is key. The messages should be concise, stimulate the customer’s interest and be elaborated.
When I launched the premium rum Zacapa in Switzerland in 2013, I decided to emphasize its unique story: a rum crafted in a small town located above the clouds in Guatemala and developed by the master blender Lorena Vazquez, who developed a unique blending and aging process. The story is appealing, rich, deep and can be contained in a few concise messages. Combined with some tasting events allowing us to allow the customers to experience the brand’s world and some premium new limited editions, this strategy position the brand as one of the best rums in the country and maximize its visibility on a long-term basis.
