Young consumers buying into brand narratives first, say founders of new-age brands
sustainability and brand connect, founders of D2C and new-age companies feel their stories convince consumers for repeat purchases, but others feel that it is the product which convinces the consumer, because it solves a problem for them.
Shark tank fame oral care brand Perfora's founder Jatan Bawa said that people buy into the narrative of a young brand which is challenging the status quo, unlike legacy brands whose founders or brand building story is not well-known.
Empower Your Corporate Journey with Strategic Skill Courses
Offering CollegeCourseWebsiteIIM KozhikodeIIMK General Management Programme for Business ExcellenceVisitMITMIT Technology Leadership and InnovationVisitIIM LucknowIIML Senior Leadership ProgrammeVisitNorthwestern UniversityKellogg Marketing Leadership Development ProgramVisit «The consumers of today buy into brand narrative first and product second, because they're looking for transparency, and to resonate with the story of brands that they can be part of. With legacy brands the problem is that you don't know who started them. But most people who are consumers of young brands know the founder and their story, because the founders are also out there engaging with the customers through a podcast or a talk. People buy into that narrative that I want to support a young brand trying to challenge the status quo in a large market with a product that's fundamentally better than what exists.»
Femtech startup Sirona's co-founder and angel investor Deep Bajaj feels people buy brands for the promises they communicate, and startups that can't advertise at mass scale can share their stories with the new generation.
«Everyone loves stories. People buy brands for the promises they make through their communication.
