Marketers are in love with storytelling, and for good reason. Human beings are hardwired to listen to, connect with, learn from – and most importantly, remember – stories.
“Just as the brain detects patterns in the visual forms of nature – a face, a figure, a flower – and in sound, so too it detects patterns in information. Stories are recognizable patterns, and in those patterns, we find meaning. We use stories to make sense of our world and to share that understanding with others. They are the signal within the noise,” according to Frank Rose, writing in Wired.
So as marketers, we focus on telling stories in our content marketing, in advertising, in our presentations. But there is one important story that your firm may be neglecting: your brand story. Read more