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April 2008 | From status symbols to status stories. Ah, storytelling, yet another holy grail in the wonderful world of marketing. What's new in this field? How about companies no longer inundating consumers with their 'brand stories', but instead helping customers tell a story to other consumers. Not to promote that particular brand, but to make those customers more interesting to others. Curious? “STATUS STORIES” Wild Bunch premium fruit juices, available in home detox sets, only in Singapore. Brands have been telling their stories for decades now. Typically, in a mass-advertising, mass-branding world, the 'telling' has involved reaching (and impressing) as many. | trendwatching.com is an independent and opinionated consumer trends firm relying on a global network of 8 000 spotters working hard to deliver inspiration and pangs of anxiety to business professionals in 120 countries worldwide. trend watching .com April 2008 I From status symbols to status stories. Ah storytelling yet another holy grail in the wonderful world of marketing. What s new in this field How about companies no longer inundating consumers with their brand stories but instead helping customers tell a story to other consumers. Not to promote that particular brand but to make those customers more interesting to others. Curious STATUS STORIES Wild Bunch premium fruit juices available in home detox sets only in Singapore. Brands have been telling their stories for decades now. Typically in a mass-advertising mass-branding world the telling has involved reaching and impressing as many consumers as possible. Those who literally bought into these storied brands then gained the respect and admiration of other brand-exposed consumers. Example if you re Jaguar and your expensive story is about old money with a dollop of English eccentricity and the whole world is aware of this then consumers craving recognition from anyone impressed with this kind of lifestyle only need to buy one of your cars to bask in the glow of their peers admiration. However while well-known storied and very visible STATUS SYMBOLS will dominate consumer societies for years to come they will face increasing competition from STATUS STORIES STATUS STORIES As more brands have to go niche and therefore tell stories that aren t known to the masses and as experiences and non-consumption-related expenditures take over from physical and more visible status symbols consumers will increasingly have to tell each other stories to achieve a status dividend from their purchases. Expect a shift from brands telling a story to brands helping consumers tell status-yielding stories to other consumers. You are .