From the course: Advanced Branding
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Branding through storytelling
- Branding is all about emotions, and a powerful way to spark emotions is through storytelling. The human brain is wired for stories. When we hear a story, our imagination lights up and triggers various emotions, but what's even more incredible is that an imagined experience is processed the same as a real one. And this is how stories resonate so strongly. When we're listening or participating in a really good story, it's almost as if we're actually part of it. As we interact with a story, we begin to infer meaning from it beyond the literal message, and we connect it within our belief system. And that's powerful for brands. When a consumer resonates with a story, there's a positive connection there, and this means there's tremendous benefit in getting good at storytelling. Now, most brands will start with their creation story. We're fascinated by a good origin story. The more your target market can relate, the…
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