Importance of
storytelling
A brief introduction

Only
humans tell
stories.
Story
setsus
apart.

“We understand
ourselves inescapably
in narrative.”
Charles Taylor

STORY-TELLING IN ADVERTISING
EFFECTIVE
ADVERTISING
IS ABOUT
MASTERING THE ART
OF STORYTELLING
https://youtu.be/Zq7mN8oi8ds

What people call „stories“ are often just
narratives in best cases, in worst cases it
is just pure information. The story must
have a specific structure and must
contain specific elements to be called
„a story“.
PEOPLE IN MARKETING WHO TALK „STORIES“ USUALLY
DO NOT TALK ABOUT STORIES
AT ALL…

WHAT IS A
STORY ?
Story is a coherent narrative with plot,
populated with characters, containing
twist, and communicating meanings.
Stories pass moral judgment on events.
They stimulate strong emotions of
sympathy, love, anger, fear, anxiety and so
forth. They cause our involvement and
identification.

Structure your
story
beginning
middle end

Must haves in
your story
Hero
Time
Suspense
Plot
https://youtu.be/VGa1imApfdg

https://youtu.be/ByoKOG3Y-bI
https://youtu.be/G9TdA8d5aaU
There are two big things you
want to focus on: Emotional
impact and relatability.
What Kind of
Stories are Most
Effective in
Marketing?

IS THAT ALL ?

Storytelling to build a brand

1.Start with an insight into human nature
2. Decide whether your story will focus on your company, your product,
or your consumer.
3. Develop a story that your consumers will emphasize with and that
moves them to act.
4.Engage your consumers and tell your story through multiple mediums
5. Use images that are striking and need no explanation
6.Enjoy the success of your campaign
So what’s the winning
formula for your brand?