Do you remember the 2015 Extra Gum commercial?<\/p>\n
What if I asked, \u201cdo you remember the Extra Gum commercial where two kids fall in love?\u201d If you\u2019ve seen the commercial, then it probably feels like a story you could never forget.<\/p>\n
https:\/\/www.youtube.com\/watch?v=XLpDiIVX0Wo<\/a><\/p>\n That\u2019s because our brains love stories<\/a>. Stories actually engage more parts of the brain, which means you are more likely to remember them. Are you going to remember the commercial that flashes the product over again or the story where a piece of gum became the center for a beautiful love story?<\/p>\n Even better, stories create a connection between the storyteller and the listener. When used for public relations and advertising, great storytelling can implant ideas, thoughts and emotions. A study by Princeton scientists\u00a0<\/a>found that the storyteller\u2019s and the listener\u2019s brain engages the same way throughout a story.<\/p>\n So, why should consumer brands use stories? Well, stories can help memory retention, plant ideas and help humanize a brand. There are plenty of companies that hit some rocky patches in the eye of the public. Humanizing the brand makes it easier for consumers to identify with it and picture themselves using the product or service. In fact, according to Wyzowl\u2019s\u00a02018 State of Video Marketing survey<\/a>, 81% of the 570 surveyed consumershave been convinced to buy a product or service by watching a brand\u2019s video.\u00a0<\/span><\/p>\n Three different approaches to storytelling <\/strong><\/p>\n Uber has had a rough go at things lately<\/a>, between #DeleteUber, Susan Fowler\u2019s sexual harassment blog, CEO Travis Kalanick leaving and now head of HR Liane Hornsey resigning\u00a0<\/a>in the middle of a racial discrimination investigation. At the very least, Uber could use a bit of TLC in the branding department. Here comes Spike Lee. In Spike\u2019s new \u201cjoint,\u201d Da Republic of Brooklyn, Spike Lee interviews Uber drivers\u00a0<\/a>on the hustle needed to make it in New York City. The series doesn\u2019t overdo it with Uber plugs but rather tells the authentic and fun stories of the people.<\/p>\n\n