Stories can help people to understand your brand, to go on a journey with you. Many brands are already using storytelling, however, when it comes to brand experience there are too many examples where this is being applied with the same creative rigour as would be applied to an ATL ad.
An emotionally engaging story has far more value and is retained longer by the brain. In a study carried out by Jennifer Aaker, at Stanford Graduate School of Business, it was proven that stories are 22 times more memorable than communication based on facts and figures alone. So if stories are more memorable and stories with emotion are even more memorable why aren’t we placing more value on emotion within experiences?