O STORYTELLING NA CONSTRUÇÃO DA IDENTIDADE DA MARCA DELTA CAFÉS

• DOI: https://doi.org/10.22533/at.ed.0531225120212

• Palavras-chave: Storytelling; Romance biográfico; Publicidade; Delta Cafés; Indústrias culturais e criativas.

• Keywords: Storytelling; Biographical novel; Advertising; Delta Cafés; Cultural and creative industries.

• Abstract: This article aims to conduct a literary and semiotic analysis of the biographical novel Almoço de Domingo (Sunday Lunch) by José Luís Peixoto, and of two of the Portuguese brand Delta Cafés advertising campaigns: ‘The Coffee of Your Life’ and ‘A Word-for-Word Celebration’. The aim is to explore the role of storytelling and the interrelationship between mass culture and communication, demonstrating the fundamental role it plays in the construction of cultural and corporate identity. Both the book Almoço de Domingo and these two Delta Cafés advertising campaigns illustrate the importance of storytelling and emotional connection in designing brand identity and communicating effectively with the public in the context of the cultural and creative industries. All formats - serve as powerful vehicles for conveying the essence and values of a brand, as well as for creating lasting bonds with consumers. By exploring the personal and cultural stories behind the Delta Cafés brand, we are invited to reflect on the significant impact these narratives have not only on the public perception of the brand, but also on people's everyday lives, contributing to the construction and reproduction of mass culture by becoming part of the shared cultural repertoire and influencing the wider cultural narrative.