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Telling a story is the most powerful way to activate your brain. Why is that?

Storytelling is a means of expressing emotions, thoughts and experiences. Despite all new technologies and innovations, the attractiveness of storytelling has not declined. It has even augmented with the influence of mass media.

Think a moment, why is Chanel viewed as one of the most important global leaders in the luxury industry? How do they market their products?

Chanel takes advantage of its symbolic founder and its rich history to communicate the core values of the brand to the consumer through narratives. Every single Chanel product has its own story, designed around these values and symbols. By applying storytelling, Chanel keeps an identity coherence and revitalizes the brand image.

Chanel is ALIVE and this is the reason why we can relate to it!

Successful brands understand the logic behind our brain. They talk directly to their customer by bringing it back to the human element and they are right!

Think about Coca Cola and its bespoke packaging, Nutella and its “perfect family” ads, H&M and its revolutionary commercials or Airbnb and the stories from its community.

When we hear a narrative about events, our brain understands it as if we were actually experiencing the event. We feel more engaged and are more prone to remember the story.

So why are we not all doing it? Why are we not all using stories to present our products and attract customers? Storytelling is one of the best form of persuasion and one of the best way to establish relationship between the brand and the customers.

This applies to any type of business, not only to big brands or goods. Take Ritz Carlton example, by claiming “We are ladies and gentlemen serving ladies and gentlemen”, they are actually telling a story to their employees to make them feel committed to their work, to engage them and make them feel part of the brand. And you know what? It seems to work!

People love stories and if you want to talk to customers, to speak their language and appeal to their emotions, you should use them when selling your brand.

Mastering storytelling is not easy. However, should you wish to transform your storytelling to an Art, remember two simple tips :

  • Always bring it back to the human side
  • Always start by hooking the audience before introducing your product


To know more about storytelling, register to our course “Communicating customer experience: storytelling” on www.lhcconsulting.com/cdp

Manon Maréchal

Manon Maréchal Associate at Lausanne Hospitality Consulting

Manon joined LHC as an associate after graduating from Ecole Hôtelière de Lausanne. Her role at LHC involves working on a variety of projects for executive education and consulting. She is also responsible for promoting the Executive Education Career Development Programmes around the globe.

Prior to joining LHC, Manon broadend her experience in hospitality while working in various positions in restaurants and luxurious hotels in Italy and Switzerland. She also gained experience in working for a luxury brand in Geneva where she developed her e-commerce and e-marketing skills.

Manon has Italian and Swiss origins and speaks French, Italian, English and Spanish.

When not in the office, she enjoys spending time with her family and friends, especially around a good “apéro”. She is very active and loves going for a long run in the countryside.