Core Viewpoint - The article emphasizes the importance of storytelling and emotional connection in brand marketing, highlighting how these elements can enhance customer loyalty and engagement. Group 1: Storytelling in Branding - Effective brand storytelling is a core tool for creating marketing materials and strategies, guiding every decision made by the brand [10][11]. - A good brand story should be simple yet meaningful, clearly expressing the brand's mission and values to resonate with consumers [12]. - Authenticity is crucial in brand storytelling; sharing both successes and challenges can enhance transparency and build trust with customers [13]. Group 2: Emotional Connection with Customers - Brand intimacy is distinct from brand loyalty; it is based on emotional connections rather than incentives or habits [26]. - Key elements of brand intimacy include fulfillment, identity, enhancement, ritual, nostalgia, and indulgence, which help create a deeper connection with consumers [27]. - Brands should focus on understanding their audience's values and preferences to foster genuine relationships [28]. Group 3: Practical Strategies for Storytelling - Brands should simplify their narratives by focusing on key details and avoiding unnecessary information that may dilute the message [18]. - Utilizing customer testimonials and real-life examples can effectively demonstrate the brand's value and build credibility [14]. - Brands can integrate their stories across various platforms, ensuring a consistent image that reinforces the narrative [23]. Group 4: Building Lasting Relationships - The article suggests that brands should approach customer relationships with patience, focusing on how they can accompany customers on their journeys rather than just selling products [34]. - It highlights the importance of providing exceptional customer service across multiple channels to enhance customer experience and retention [31]. - Ultimately, the goal is to create a brand that is not only recognized but also cherished by consumers, fostering a sense of friendship and connection [32].

[ 编者按 ]一年前，很多人玩了《黑神话：悟空》之后都很好奇：这只猴子的故事要怎么讲下去？近日，其制作 团队游戏科学在科隆游戏展开幕活动上，用全新作品《黑神话：钟馗》的CG预告片告诉了大家：新角色、新玩 法、新视觉、新技术、新叙事。 对此，游戏科学创始人、CEO冯骥与联合创始人、《黑神话：悟空》美术总监杨奇分别发文，用真挚而坦诚的 话语，对每位玩家的殷切期待做了回应，讲述了团队在《黑神话：悟空》爆火后一年的努力与思考，解释了团 队为什么先暂停了《黑神话：悟空》DLC开发，转而开始一个新故事。 这两封出自肺腑的信件，也让玩家们看到了团队背后对游戏行业最本真的热爱，和对艺术与技术极致追求。这 种信念感，引起了大众的广泛讨论与点赞。我们也从中发现了两件品牌的"底层武器"： 会讲故事的能力，和懂 共情的心法 。 每期监测和精编全球高价值情报，为你提供先人一步洞察机会的新鲜资讯，为你提供升级思维方式的深度内 容，是为 [ 红杉汇内参 ] 。 品牌故事与内容营销是两件截然不同的事情。 品牌故事，或者说品牌叙事，是创作其他营销素材的核心工具，甚至可以说它是整个营销策略的支柱。 大 多数广告或营销活动通常都源自品牌故事，并以 ...

Core Insights - The importance of brand storytelling in conveying brand values and creating emotional connections with consumers is emphasized by the former CMO of Nike, Greg Hoffman [1][3] - Brands must balance rational and emotional values to build a strong brand identity, as demonstrated by Nike's approach to storytelling [1][3] Group 1: Brand Storytelling - Creative storytelling enhances brand affinity and drives business growth, as seen with Nike's Air Force 1, which remains a top choice despite minimal design changes since 1982 [3][4] - Products should not just be seen as items but as commitments to consumers, which can lead to significant business success [3][4] - In an era of information overload, unique and profound creativity is essential for brands to capture consumer attention [3][4] Group 2: Role of Artificial Intelligence - AI is viewed as a valuable tool in the creative process, but human creativity must lead the storytelling to ensure authenticity [3][4] - The role of creative leaders remains crucial, as they guide the narrative and prevent mere imitation of existing stories [3][4] Group 3: Consumer Co-Creation - Nike embodies the spirit of its consumers, and maintaining a personalized brand identity is vital for long-term success [4][5] - Engaging consumers in the storytelling process and listening to their feedback can enhance brand value and create a strong community [5] - Successful brands create cultural moments and resonate with consumers over time, as exemplified by Nike's enduring slogan "Just Do It" [5]