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RESEARCH, ANALYSIS & TRENDS

Storytelling is the natural way for us humans to process possible on top of the list of candidates. However,
and retain information. There is also scientific evidence simply "just" producing content is not enough, it must
that storytelling has a major advantage over other be embedded in a good story that generates emotional
communication tools: they are genetically programmed resonance with the audience through shared values.
into our brains as a fundamental design. Cognitive
psychologists assume that at least 70% of our inner Clearly, storymarketing goes far beyond the content
dialogues take on the form of stories. So, stories are the marketing approach. Stories communicate our values
attention-grabber number one, resulting in three key and our worldview, so we can help to recharge brands
advantages of stories over other communication with authentic values and actively implement them.
channels: (1) Stories arouse more interest than any Always keep in mind that customers do not buy the
other form of communication, (2) they are easier to best product, but the product they understand best. ◊
remember, and (3) faster retold.
By Daniela La Marca
Stories simply captivate and attract our attention,
therefore, it's time for brands to communicate the same
way we instinctively do – with stories.

Storymarketing can be seen as the logical evolution and
rise of content marketing. The basic idea of content
marketing is to enhance goodwill through free content for
potential customers. In the case of a purchase request,
this benevolence should place the brand as far as

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