CSR Storytelling


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great CSR sustainability brand storytelling by Icebreaker

Storytelling and emotion

The link between #neuroscience and #emotion in great #storytelling and #emotion tested and explained. A narrative to capture your emotions, has to have:

a) characters with emotions you could relate to
b) a gap between what the characters wanted and what they had
c) novelty and surprise along the way that kept you emotionally invested

The link between neuroscience and content: “When oxytocin gets released, we care about those around us in the same way we care about our families. This brain mechanism has been an evolutionary advantage for humans. It helped us survive, work together, and build civilization.”

“Any positive social experience will do it,” he said. Hugs, acts of kindness, etc. One of the most surefire ways to generate empathy is via emotional narrative.

So how do we create narratives that work from this neuroscience perspective?

The key is not to blindly chase attention, as some commercials attempt to do in any way possible. “You want a real story arc, real conflict, real emotion,” Zak said, echoing what storytellers since Aristotle have taught. “The tension has to grow.”

How to Make an Emotional Narrative Work For Your Brand

 

Purpose and metrics of storytelling

B2B organizations “spend roughly the equivalent of 50 percent of the marketing budget on content, and 83 percent plan to increase that investment.” Yet, despite the increased investment, zero percent of these brands feel they are effectively tracking content ROI. That’s right, zero.

All of this data comes back to purpose. What is your brand trying to accomplish? And if you’re moving the needle, how are you going to ensure that your content success ultimately impacts the bottom line?

Storytelling Is Not a Strategy