By Jessica Gioglio & Ekaterina Walter.
We have been sharing stories from the beginning of human civilization — for good reason. Stories captivate our attention and build communities by bringing ideas, emotions, and experiences to life in a memorable way. So much so, that companies are increasingly embracing brand storytelling in the era of the connected digital consumer.
Brand storytelling is defined as the art of shaping a company’s identity through the use of narratives and storytelling techniques that facilitate an emotional response and establish meaningful connections.
When done correctly, research shows the powerful impact storytelling can have on us:
- Stories are 22 times more memorable than facts & figures alone
- Our neural activity increases 5X when listening to a story
- Storytelling lights up the sensory cortex in the brain, allowing the listener to feel, hear, taste, and even smell the story
See these excellent examples, including video:
– Land Of Land Rovers
– Ikea
– Sanlam Bank
