Stories stick in our minds and connect with us at an emotional level. Good stories change our perspective. What’s really memorable about Super Bowl ads? Most would agree, it’s the story they tell.
Narratives matter but storytelling matters more.
Storytelling has become one of the latest marketing buzz words. Maybe we should say “over-used.” We find it used to describe everything from anecdotes to case studies.
There’s actually a process for creating genuine corporate brand stories that leverages the science of persuasion to motivate behavioral change. Most of us would credit the work of comparative mythologist Joseph Campbell and his work, The Hero’s Journey, as creating the road map we marketers follow today.