Redistribution of narrative roles

Positioning the consumer as a star figure

A paradigmatic error in conventional advertising strategies consists of positioning the corporation, or its products, as the absolute saviors of the plot.

Neuroscience applied to commercial discourse categorically establishes that the only legitimate protagonist of the story must be the consumer himself.

The individual approaches the market facing specific dilemmas, aspiring to overcome obstacles that limit his or her development or comfort.

If the corporate narrative focuses exclusively on praising institutional excellence, the viewer will instantly lose interest, as he or she will fail to see him or herself reflected in the narrative.

To capture the audience's genuine attention, communication must focus on the customer's day-to-day challenges, giving the customer the undisputed starring role.

By placing the buyer at the center of the story, their struggle is legitimized and their efforts validated, generating an unbreakable sense of identification.

This reconfiguration of roles ensures that the user remains immersed in the plot, expectant to discover how he will achieve ultimate victory over his particular tribulations.

The organization takes on the role of facilitator

After giving absolute protagonism to the customer, the organization must assume the fundamental role of mentor or expert facilitator.

The protagonist, faced with an adversity that he cannot solve autonomously, requires specialized assistance to reach his goal.

The company intervenes in the narrative not to overshadow the hero, but to provide him with the necessary tools to guarantee his triumph.

Let's take as a reference a brand dedicated to pet nutrition; the central character is an inexperienced person who adopts a puppy and does not know the proper feeding protocols.

The commercial firm acts as a wise counselor who clears up her doubts, offering precise solutions that allow her to take optimal care of her new pet.

By structuring the message under this scheme of cooperation, the product is no longer perceived as an expense, but as an indispensable resource.

The company consolidates its authority by operating from empathy, ensuring the loyalty of a consumer grate