This post is in continuation to our earlier post on “The Art & Science Of Storytelling”. The question was, how to unleash stories for your business and brand? The answer is, it’s not magic but something to do with neurons.
It’s natural for humans to associate with things of fun or pleasure than the pain. Humans are hardwired to respond to the things they associate with. Science isn’t only about telling why we love stories but, also applying those insights to create stories that matter.
The digital evolution has made us live amidst the information chaos. In such a scenario, how one company succeeds in uniquely positioning its story with audiences? What make us remember some of the commercials better than other?
Homo sapiens, something humans are known for, literally translates into wise man. A wise man knows that deep inside every company is a story factory than a product/services factory. At a time when attention is shattered & scattered, knowing the art and science of storytelling helps in brand building.
Marketing and Storytelling
Marketing is swinging between two extremes of the customer journey. At the North Pole of this swing lies automation and at the South Pole lies emotion. Marketers are having a tough time to decide how much of what digital to adopt so as to not miss the emotion.
– Despite all the taboo associated with “Cold Calls”, the phone call is the most direct engagement one can have through the digital medium. Stories help in treading the fine line without getting derailed during the call.
– From personalized digital experience to privacy to face-to-face human experience, consumers want it all. Digital marketing isn’t about only being online. It’s about being online with a story.
– Balancing consumer’s rational & emotional considerations is essential. Brands need to balance the force and focus of automation and cost-saving. Storytelling helps in improving the customer experience.
– Customer acceptance could be one of the major hurdles towards introducing the tools to improve customer experience. Stories act as a catalyst for reason-based marketing.
We help you communicate integrated brand stories.