Marketing is no longer about the stuff that you make, but about the stories that you tell.
It rings even more true in today’s world marked by an ocean of content competing for dwindling attention spans. And it’s not just another marketing trend, as science has found that the human brain responds to the descriptive traits of stories in ways that influence both the sensory and motor complex. As pointed out by Kissmetrics, the process of absorbing a story produces greater comprehension, understanding, anticipation and receptivity — the net effect of which is trust — something that an increasing number of brands have placed greater importance on developing.
“A good story makes you feel something and is universal,” explains Ford Europe’s Vice President of Communications and Public Affairs Mark Truby. “They want to grasp your values and your commitment to excellence; be inspired and intrigued. Storytelling is the most powerful way to convey these ideas.”