![]() In this case, we address the jewelry brand PANDORA as a case study. O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.The study of storytelling and brand love is justified by the need to understand the potential of storytelling as a tool that marketers have available to positively influence the love felt by the consumers toward a particular brand. Get Authentic Marketing now with the O’Reilly learning platform. This enables the listener to truly experience what’s happening in the story.įor all of these reasons, storytelling can be the pathway to making connections and igniting engagement-key elements of. So if the story is describing a specific smell, our olfactory system reacts, movement in the story triggers our motor cortex, even emotions conveyed in a story evoke those same feelings. In addition, a good story fires mirror neurons, which light up specific parts of our brain that “mirror” what’s happening in the story. Experts confirm that engaging stories result in a better understanding-and better recall-of key points. Oxytocin, dubbed the wonder drug of storytelling, kicks in as the audience identifies with the main character/s, evoking empathy and a narrative transportation that creates engagement and can move people to a desired action. Cortisol is released when something captures our attention, like distress or conflict, keeping us involved and engaged in the narrative. ![]() ![]() When great stories are told, two primary neurochemicals go to work. Storytelling has a powerful effect on our brains, triggering an array of biological responses and emotions that help us connect to, be moved by, and remember the story. But tell me a story and it will live in my heart forever. CHAPTER 7 Move Beyond Storytelling to Storydoing ![]()
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