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Sehr oft fällt im gemeinsamen Brainstorming das Wort Storytelling und Markenkern. Wie können wir über das gesamte Jahr eine Geschichte erzählen, die auf den Markenkern einzahlt, sich aber aus unterschiedlichen Produktschwerpunkten und Saisonalität zusammensetzt, die einen roten Faden im ersten Moment unmöglich machen? Uns kam die Idee des Storytelling-Wheels. Im Zentrum steht die zentrale Botschaft. Das wofür die Marke steht, in einem Satz. Sei es der Claim, sei es das Markenstatement. Danach kommt eine Scheibe mit den unterschiedlichen Eigenschaften, die dazu gehören. Wiederum danach kommt eine größere Scheibe mit den saisonalen Schwerpunkten und danach wiederum eine noch größere Scheibe mit den unterschiedlichen Produkten. Vielleicht gibt es bei einem Unternehmen auch eine Scheibe dazwischen, mit unterschiedlichen Testimonials oder Orten oder was auch immer. Das Rad ist beliebig erweiterbar. Drehe ich jetzt an einer der Scheiben, dann muss ich von ganz außen nach innen eine Geschichte erzählen können, deren Ende das Innere, die zentralen Botschaft, der Markenkern ist. Es geht also darum das Bullauge zu treffen, so wie beim Dart. 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