The other side of the story

Anita Watkins and Adhil Patel

This article encourages brands to tell better stories in their communications by understanding what will resonate with their target consumers.

The other side of the story

Anita Watkins and Adhil Patel

The stories that we tell, and the stories that we easily recall, aren't the only ones governing our lives. If brands want to become standout storytellers, they need to unearth the deeper narratives hidden in the minds of their audiences.

Brands have become obsessed with the art and craft of telling stories. Human beings, we are repeatedly told, prefer stories and anecdotes to facts and statistics. If you want somebody to remember something, you must put it in a story. If you want them to believe it, be fired...

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