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great CSR sustainability brand storytelling by Icebreaker
#Content for “#Bonding with your #audience starts with #empathy (…)Through empathy, brands can spark conversation and awareness around topics that resonate with their customers and inspire an emotional connection with them.”
The Art of #storytelling and how to implement this in everything you tell, speech to story to book.
Read and learn all about: beginning, middle, end with the hero, the truth, your goal and the real struggle.
It turns out there are four pillars underlying all great stories: relatability, novelty, tension, and fluency.
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.”
Great storytelling with emoticons by Inter Milano for 100 years.
Content in newsroom for stories, even made NY times 🎄☕
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?