We have been communicating through stories for over 20,000 years. From childhood through to adulthood, the knowledge we gain, the journeys we take and the lessons we learn are life experiences that happen in the narratives we tell one another.

Data can persuade people, but a story can fire the imagination, stir the soul and inspire people to act. Scientific evidence reveals that stories can change the brain chemistry – and therefore the behaviour of a person. The stress hormone cortisol, which makes us focus, is produced during tense moments of a story. The feel-good chemical oxytocin, which promotes connection and empathy, is released when stories relate to cute animals. Happy endings to a story, triggers the release of dopamine, which makes us feel more hopeful and optimistic.

Storytelling can be a powerful way to breath life into your brand. Get it right and it is undoubtedly an incredibly powerful means of building your brand and winning over new people. Great stories don’t just teach people something, they welcome people to something and create something that resonates with them. How a person feels about your brand typically determines whether they buy or use your product.

The ultimate goal of marketing is to inspire, whether it motivates change, encourages the buying of a product or draws people into a store. Great stories can change our behaviour, they have the power to inform, provoke, entertain and offer a truly transformative experience.

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