Blockbuster Brand Storytelling - Narrativity

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Overview

In this CMO Inspired Summit masterclass, brand storytelling expert Greg Logan, Founder at Narrativity, who has worked with brands including Adobe, Capgemini, Google, Qantas and Virgin, explains why most brands are missing a trick by not telling stories.

Rather than just telling marketers why they need to become better storytellers, Greg shows them how, using the formulas behind Hollywood blockbusters, from choosing a genre to structuring the hero's journey, with real client examples of messaging that changed results.

Key takeaways

  • Stories light up more of the brain than facts, and information delivered through stories is remembered far more than rational messages: around 65 to 70% compared with 5 to 10%.
  • We decide with our hearts and justify with our heads, so emotional messaging engages customers far more.
  • Stop conforming to the conventions of your category; if you sound like everyone else, you won't stand out.
  • Like screenwriters, start with genre and use the hero's journey, with the customer as hero and the brand as the mentor.
  • It's a myth that you can't say anything negative: tension works better than 'happy happy' stories, so name the problem before showing how you solve it.

Watch the full session on YouTube: Greg Logan, Founder at Narrativity: Blockbuster Brand Storytelling - CMO Inspired Summit

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