<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2184-0180</journal-id>
<journal-title><![CDATA[Convergências - Revista de Investigação e Ensino das Artes]]></journal-title>
<abbrev-journal-title><![CDATA[Revista Convergências]]></abbrev-journal-title>
<issn>2184-0180</issn>
<publisher>
<publisher-name><![CDATA[Escola Superior de Artes AplicadasInstituto Politécnico Castelo Branco]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2184-01802020000200013</article-id>
<article-id pub-id-type="doi">10.53681/c1514225187514391s.26.13</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[Every Story Counts! The Importance of Storytelling as a Mythopoetic Engine in Brand Communication]]></article-title>
<article-title xml:lang="es"><![CDATA[¡Cada historia cuenta! La importancia del storytelling como motor mito-poético en la comunicación de marcas]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Ciancia]]></surname>
<given-names><![CDATA[Mariana]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Politecnico di Milano School of Design ]]></institution>
<addr-line><![CDATA[Milano ]]></addr-line>
<country>Italy</country>
</aff>
<pub-date pub-type="pub">
<day>30</day>
<month>11</month>
<year>2020</year>
</pub-date>
<pub-date pub-type="epub">
<day>30</day>
<month>11</month>
<year>2020</year>
</pub-date>
<volume>13</volume>
<numero>26</numero>
<fpage>13</fpage>
<lpage>22</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_arttext&amp;pid=S2184-01802020000200013&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_abstract&amp;pid=S2184-01802020000200013&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_pdf&amp;pid=S2184-01802020000200013&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract Brands have always sought to establish relationships with their audiences through marketing and communication: two disciplines that are defined as natural enablers of transformation processes owing to their important role in connecting businesses with the market and consumers. This paper discusses the importance of storytelling as a mythopoetic engine (now amplified by technological developments) that allows brands (profit and non-profit) to use the power of stories to promote social values and to activate processes of change. The first part of the paper presents a formal approach to discussing the narrative phenomenon, and the second part of the paper discusses the use of storytelling in brand communication. The focus is on brands that have introduced social issues into their communication campaigns to strengthen their connection with audiences through the promotion of social values, and realities that use story-based strategies to activate sustainable social change.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Las marcas siempre han tratado de establecer una relación con su público a través del marketing y la comunicación: dos disciplinas que se definen como facilitadores naturales de los procesos de transformación gracias a su importante rol conectando a las empresas con el mercado y los consumidores. Este ensayo trata de la importancia del storytelling como motor mito-poético (ahora amplificado por los desarrollos tecnológicos) que permite a las marcas (con y sin ánimo de lucro) usar el poder de las historias para promover valores sociales y activar procesos de cambio. La primera parte del documento presenta un enfoque formal para hablar del fenómeno narrativo, y la segunda parte habla del uso del storytelling en la comunicación de marca. El foco de atención se encuentra en las marcas que han introducido asuntos sociales en sus campañas de comunicación para fortalecer su conexión con el público a través de la promoción de valores sociales y realidades que utilizan las estrategias basadas en historias para activar un cambio social sostenible.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[Brand Communication]]></kwd>
<kwd lng="en"><![CDATA[Communication Design]]></kwd>
<kwd lng="en"><![CDATA[Storytelling]]></kwd>
<kwd lng="en"><![CDATA[Narrative Change]]></kwd>
<kwd lng="en"><![CDATA[Corporate Social Responsibility (CSR)]]></kwd>
<kwd lng="en"><![CDATA[Communication for Social Change]]></kwd>
<kwd lng="es"><![CDATA[comunicación de marcas]]></kwd>
<kwd lng="es"><![CDATA[diseño de comunicación]]></kwd>
<kwd lng="es"><![CDATA[storytelling]]></kwd>
<kwd lng="es"><![CDATA[Narrative Change]]></kwd>
<kwd lng="es"><![CDATA[RSC (Responsabilidad Social Corporativa)]]></kwd>
<kwd lng="es"><![CDATA[CCS (Comunicación Para el Cambio social)]]></kwd>
</kwd-group>
</article-meta>
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