In order to appreciate the brand, you need to understand the magnificent lady behind it. You also need to understand how she viewed the world, the struggles she faced, and the humongous mountains she had to move to get herself and her brand (one and the same) to where it is today.
You see, Chanel is not just another luxury fashion brand. It’s a philosophy, a state of mind, a statement, a label, worn with pride to say to the world I’ve arrived, ….
The (Coco) Chanel brand narrative is so powerful that you often see it quoted in social media…
“In order to be irreplaceable one must always be different” -Coco Chanel
Chanel’s foray into brand storytelling is a good example of how luxury brands should advertise. After all they’re not selling a product, they’re selling a lifestyle, they’re selling status and most importantly, they’re selling heritage.
Heritage commands big bucks at the tillsand this is exactly what Chanel have masterfully communicated with their story-styled ad.
Instead of recounting the story, I’ll leave you to watch how the ad folk over at Chanel narrate it;
Why this Story-Styled Advert Works
The main reason why this particular brand story works so well is because it ticks off all the elements of a good story.
First off, it starts with Once upon a time… brilliant!
It also has..
A Poweful Plot: Woman out to change the face of fashion against all odds
Managing Director & CSO at Sandstorm Digital FZE (@SandstormDigi) - a content marketing agency with offices in Dubai, Amman & Cairo.
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