Measuring the impact of storytelling on the consumer’s brain

Garth Viegas

Tata Global Beverages, the Indian drinks giant, investigated the impact of story-telling when used in television commercials.

Today, consumers are bombarded with numerous messages through multiple screens (TV, mobile, etc.) and it’s a challenge for marketers to cut through the clutter and build an emotional connect with consumers. Storytelling is an age-old technique to build an emotional connect with consumers and pull at their wallet, by pulling at their heart strings. Marketers typically use one of the following seven storytelling archetypes:

  1. Overcoming the monster
  2. Rags to riches
  3. The quest
  4. Voyage and return
  5. Comedy
  6. Tragedy
  7. Rebirth

While, we can all intuitively agree on the power of storytelling, there is little evidence that empirically quantifies the impact of brand...

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