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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”

  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:

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