Searching for the Angel’s Cocktail: How storytelling in political campaigns beats rationality, and what that reveals about connecting with consumers

Effective storytelling triggers neurochemical reactions that foster a sense of bonding, trust and empathy, argues Stephen Lampert, a VP at Accenture Song.

This article is part of the February 2024 Spotlight US series, ‘How brands can prepare for a contentious political year’. Read more

This year – with this presidential campaign – there is just one lesson we marketers need to learn. And here it is: “Storytelling is the strategy.”

In this presidential race (arguably the most important in generations), in this climate (the most divided in US history), and with these two presumptive nominees (Biden and Trump) storytelling is the strategy.

It’s a strategy the Biden campaign is...

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