When we’re presented with any type of narrative, we go through a natural, biological process. Norman Numbers” helped me figure out how positive and negative numbers worked.Īnd there’s a scientific reason behind why we remember stories better. We’d remember the characters and the plot lines, which were tied up in the real lessons we were learning. Wasn’t it far easier to remember science formulas or math equations when an anecdotal story was behind them? But if the information was presented to them in a story format, they’d remember up to 70%. A well-told, impactful tale? Not so much.Ī study run by The London School of Business found that people retained around 10% of information if it was presented to them in a series of cold, hard facts and figures. If people are emotionally connected to the story that sits behind the slogan or tagline, however, they’re more likely to recall it quicker and remain engaged with the key messages for longer. People might eventually remember a brand slogan or a tagline if they see it enough times. Psychologists have found that the human brain is 22X more likely to remember facts if they’re associated with a story. It’s this type of emotional transfer that we want to give our customers.” – Miri Rodriguez, CEO of Be Mindful Be Happy, author of “Brand Storytelling,” and storyteller at Microsoft “Brand storytelling is the emotional transfer of information, data, opinions, and assertions. Instead of bombarding people with bullet points, charts, graphs, and lists, engage them in a story.” – Park Howell, “Brand Bewitchery” author & Business of Story podcast hostīrand storytelling works because, in addition to informing, educating, and entertaining, authentic brand stories connect businesses with their potential customers by triggering emotions. And it’s how we navigate and survive the Internet and the onslaught of communication that we all get. “It’s how our ancestors navigated and survived the savanna so many millennia ago. That remains the same with modern-day stories: Our fictional and non-fictional stories exist to entertain, educate, and inform. Stories have been around for over 30,000 years, with evidence found in drawings etched deep into cave walls, ancient fables written on papyrus, and, of course, early inscriptions of the Bible, found in Egypt.īack then, stories were written or told to pass on information, educate people, and entertain the masses. What the future of brand storytelling looks likeĬhapter 1: Why Are Brand Stories So Powerful?.Which brands are telling the right stories.To write “The Art of Brand Storytelling for Modern Day Marketers” ebook, we enlisted four brand storytelling experts- Kyle Porter, Park Howell, Tamsen Webster, and Miri Rodriguez-to help us explore: “Escape from the Office’’ got 34.5 million views within the first few weeks of its release and remained in YouTube’s Top Ten for several months.īut it’s not just Apple that has jumped aboard the brand storytelling bus. Although it features glimpses of Apple products, it’s miles away from their usual product marketing approach: simple, clean concepts. “ Escape from the Office” is a humorous, nine-minute story about a group of employees who quit their jobs to create a start-up. For example, have you seen the latest brand story from the Apple crew?
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