The abstract for ‘When Consumers and Brands Talk: Storytelling Theory and Research in Psychology and Marketing’ caught my eye:
Storytelling is pervasive through life. Much information is stored, indexed, and retrieved in the form of stories. Although lectures tend to put people to sleep, stories move them to action. People relate to each other in terms of stories—products and brands often play both central and peripheral roles in their stories.
My background in cognitive science supports the idea people remember in terms of stories, while our transactive memory lives in Google.
Being a marketer, I was intrigued to learn more about the role brands play in stories. From what I can gather from the exhaustive exhausting article, people tell stories primarily for three reasons.
Read the full blog post here.