Brands are obsessed with the art of telling stories. However, only by unearthing deeper narratives within their audience’s minds can they tell original tales that connect on a deeper level. The fact is though, that many brands are too busy telling stories to listen to, interpret and challenge them. In this feature, we reveal the listening techniques that can turn brands into standout storytellers, perfecting the art of interpreting and connecting with the hidden stories motivating an audience:
- The intersection between story and memory
- How the brain’s existing stories govern our response to brand narratives
- Why original, compelling stories are those that link to deeper stories in the minds of the audience
- How new qualitative techniques can detect the stories that aren’t being told, and turn brands into original, compelling storytellers.