Never underestimate the power of a good story. Storytelling is a key part of human existence, and people connect with a good narrative in powerful ways that stimulate memory, loyalty, and trust. According to a study by psychologist Jerome Bruner, brands that tell stories are 22 times more memorable than those that don’t.
Today’s media-savvy consumer base resents obvious sales pushes. They want to see stories that feel true to them and that reflect their own experiences. That is why storytelling and narrative are vital for brands today. Nearly 63% of customers support purpose-driven brands that reflect and stake out their own values, according to new research from Accenture.