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The psychology of stories
Sarah Walker
Global Neuroscience Practice Director
Millward Brown
Using tools from neuroscience and
psychology to improve our
understanding of brands and
advertising
Neuroscience @
AIM:
6000+
Projects
200+
Clients
60+
Markets
Storytelling
Everybody’s talking about…
The default:
‘Let’s all talk
about me’
Stories can help brands
engage people and
overcome their
indifference
But most of us are indifferent towards brands…
so te...
Your brand doesn’t
have to be the
to SHINE
STAR
Great advertising creates change
for brands
Changing the brand
associations that
feed a decision
Changing the
criteria for...
Stories are powerful tools for
creating change
— By creating emotional journeys
— By building brand cues and associations
...
Stories can: create emotional
journeys
Stories can: create emotional
journeys
?Which one is
A:
B:
Stories can: build brand cues and
associations
Availability
heuristic
Stories can: build brand cues and
associations
Memory
cues
Stories can: make information
more compelling
Fluency
heuristic
Stories can: make information
more compelling
Stories can: create the script for
how and when to use the brand
Stories can: tell you how and when
to use the brand
Similarity
heuristic
But: the brand can’t just be tagged on the
end like a sponsor
ENABLER
REWARD
It needs a role – there’s no single answer
CHARACTER
HERO
It needs a role – there’s no single answer
But the role your brand is playing must be
credible for people
The moral?
Credible
Relevant
Worth listening to
Stories can be powerful tools to change brand
image
But only if they are:
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” Slide 1 Chinwag Psych London 14. Sarah Walker, Millward Brown. “The neuroscience of stories” Slide 2 Chinwag Psych London 14. Sarah Walker, Millward Brown. “The neuroscience of stories” Slide 3 Chinwag Psych London 14. Sarah Walker, Millward Brown. “The neuroscience of stories” Slide 4 Chinwag Psych London 14. Sarah Walker, Millward Brown. “The neuroscience of stories” Slide 5 Chinwag Psych London 14. Sarah Walker, Millward Brown. “The neuroscience of stories” Slide 6 Chinwag Psych London 14. Sarah Walker, Millward Brown. “The neuroscience of stories” Slide 7 Chinwag Psych London 14. Sarah Walker, Millward Brown. “The neuroscience of stories” Slide 8 Chinwag Psych London 14. Sarah Walker, Millward Brown. “The neuroscience of stories” Slide 9 Chinwag Psych London 14. Sarah Walker, Millward Brown. “The neuroscience of stories” Slide 10 Chinwag Psych London 14. Sarah Walker, Millward Brown. “The neuroscience of stories” Slide 11 Chinwag Psych London 14. Sarah Walker, Millward Brown. “The neuroscience of stories” Slide 12 Chinwag Psych London 14. Sarah Walker, Millward Brown. “The neuroscience of stories” Slide 13 Chinwag Psych London 14. Sarah Walker, Millward Brown. “The neuroscience of stories” Slide 14 Chinwag Psych London 14. Sarah Walker, Millward Brown. “The neuroscience of stories” Slide 15 Chinwag Psych London 14. Sarah Walker, Millward Brown. “The neuroscience of stories” Slide 16 Chinwag Psych London 14. Sarah Walker, Millward Brown. “The neuroscience of stories” Slide 17 Chinwag Psych London 14. Sarah Walker, Millward Brown. “The neuroscience of stories” Slide 18 Chinwag Psych London 14. Sarah Walker, Millward Brown. “The neuroscience of stories” Slide 19 Chinwag Psych London 14. Sarah Walker, Millward Brown. “The neuroscience of stories” Slide 20 Chinwag Psych London 14. Sarah Walker, Millward Brown. “The neuroscience of stories” Slide 21 Chinwag Psych London 14. Sarah Walker, Millward Brown. “The neuroscience of stories” Slide 22 Chinwag Psych London 14. Sarah Walker, Millward Brown. “The neuroscience of stories” Slide 23
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Chinwag Psych London 2014
@Chinwag psychmatters.co

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

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

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

    Feb. 24, 2015

Chinwag Psych London 2014 @Chinwag psychmatters.co Sarah Walker, Millward Brown. “The neuroscience of stories”

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