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Chinwag Psych London 14. Sarah Walker, Millward Brown. “The neuroscience of stories”
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Chinwag Psych London 14. Sarah Walker, Millward Brown. “The neuroscience of stories”

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Chinwag Psych London 2014 …

Chinwag Psych London 2014
@Chinwag psychmatters.co

Sarah Walker, Millward Brown. “The neuroscience of stories”

Published in: Technology, Business

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  • 1. The psychology of stories Sarah Walker Global Neuroscience Practice Director Millward Brown
  • 2. Using tools from neuroscience and psychology to improve our understanding of brands and advertising Neuroscience @ AIM:
  • 3. 6000+ Projects 200+ Clients 60+ Markets
  • 4. Storytelling Everybody’s talking about…
  • 5. The default: ‘Let’s all talk about me’
  • 6. Stories can help brands engage people and overcome their indifference But most of us are indifferent towards brands… so telling your own story may not help much!
  • 7. Your brand doesn’t have to be the to SHINE STAR
  • 8. Great advertising creates change for brands Changing the brand associations that feed a decision Changing the criteria for a decision
  • 9. Stories are powerful tools for creating change — By creating emotional journeys — By building brand cues and associations — By making information more compelling — By telling us how and when to use brands
  • 10. Stories can: create emotional journeys
  • 11. Stories can: create emotional journeys ?Which one is A: B:
  • 12. Stories can: build brand cues and associations
  • 13. Availability heuristic Stories can: build brand cues and associations Memory cues
  • 14. Stories can: make information more compelling
  • 15. Fluency heuristic Stories can: make information more compelling
  • 16. Stories can: create the script for how and when to use the brand
  • 17. Stories can: tell you how and when to use the brand Similarity heuristic
  • 18. But: the brand can’t just be tagged on the end like a sponsor
  • 19. ENABLER REWARD It needs a role – there’s no single answer
  • 20. CHARACTER HERO It needs a role – there’s no single answer
  • 21. But the role your brand is playing must be credible for people
  • 22. The moral? Credible Relevant Worth listening to Stories can be powerful tools to change brand image But only if they are: