Storytelling: transmitir el ADN de marca a través de la experiencia Mª Giuseppa Casado D’Amato, Silvia M. Rodríguez Vives Institut de Tecnología Cerámica, Castellón, España Abstract The presentation will explore ‘storytelling’ as a strategy for transmitting the company’s brand image. It is a matter of generating a brand DNA that connects vitally to consumers, rather than simply of generating a branding strategy. The purpose of the brand DNA is to create a powerful bond between the consumer and the company or product, above and beyond the actual product purchasing process. Experiential marketing is an instrument that serves to create a bond between the product/service and the user, enabling users to perceive, translated into their own language, the underlying design, i.e. what the uses and the relationships are that users will establish with that product or design. Storytelling is based in providing users with exciting stories through events, novel purchasing experiences, or guerrilla communication campaigns that users can tell their circle of friends about. A network effect can thus be developed between consumers who are, in addition, able to access free impacts in the mass media, generating publicity. On the other hand, unique occasions for encounters are created between the consumer and the brand, so that experience builds up in the wealth of memories that the consumer has in relation to the brand, company, or product. The presentation will also examine some of the latest distribution trends in relation to consumer experience, as well as strategies for approaching consumers more closely and enabling the consumption act to become a memorable moment. Examples will be shown of 1 guerrilla marketing, the creation of sales outlet environments or how to transmit a brand image through the sales outlet and to generate new ties with the user. Experiential marketing will be analysed from a new perspective, which brings companies and consumers into contact with each other through the generation of sensorial impacts. 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