Storytelling in marketing-building persuasion and

creating impact

A Dissertation Project for

Part-time Post Graduate Programme in Management

by

Deepti Bhatt
Roll No. Q0321R017814

under the guidance of

Shri/Mr. Eklavya Sharma Dr. Chinmaya Kulshreshtha

Manager, BET Assistant professor STL
Technologies MDI, Gurgaon

Swami Vivekanand Subharti University

Meerut 250005
20 Dec 2020

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Storytelling in marketing-building persuasion and
creating impact

A dissertation submitted in partial fulfilment of the requirements.

for the award of

PGDM- EMP

by

Deepti Bhatt
Roll No.
Q0321R017814

Part-time Post Graduate Programme in Management

Swami Vivekanand Subharti University

Meerut 250005
December, 2023

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Certificate of Approval

The following dissertation titled "Storytelling in marketing-building persuasion and

creating impact” is hereby approved as a substantive work/study in management carried out
and presented in a manner satisfactory to warrant its acceptance as a prerequisite for the
award of PGDM for which it has been submitted. It is understood that by this approval the
undersigned do not necessarily endorse or approve any statement made, opinion expressed,
or conclusion drawn therein but approve the dissertation only for the purpose it is submitted.

Dissertation Examination Committee for evaluation of dissertation

Name Signature

1. External Examiner _______________________

___________________

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 Certificate from Dissertation Advisory Committee

This is to certify that Ms. Deepti Bhatt a participant of the Part-time Post Graduate
Programme in Management has worked under our guidance and supervision. She is
submitting this dissertation titled "Storytelling in marketing-building persuasion and
creating impact” in partial fulfilment of the requirements for the award of the PGDM.

This dissertation has the requisite standard and to the best of our knowledge no part of it has
been reproduced from any other dissertation, monograph, report or book.

Dr. Chinmaya Kulshreshtha Mr. Eklavya Sharma

Assistant Professor Manager, BET (CSB)
MDI, Gurgaon STL Technologies
Iffco Towers, Gurgaon
20th Dec 2023 20th Dec 2023

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 Abstract

Storytelling in marketing-building persuasion and creating impact.

by
Deepti Bhatt
Marketing is an intricate and multifaceted process that lies at the heart of creating,
communicating, and delivering value to the target audience with the ultimate aim of achieving
profitability. However, the pursuit of capturing value takes on added significance for any brand,
given that survival is the primary business objective. To thrive and stand out in a competitive
marketplace, marketers craft and implement elaborate strategies and action plans. These
strategies are meticulously designed to generate maximum value, allowing them to command
higher prices for their products or services.

In the complex landscape where every entity competes for a substantial market share, value
creation manifests in diverse forms shaped by the unique context added by each marketer.
Amidst this dynamic scenario, the art of incorporating personalization through storytelling
emerges as a highly revered and universally acknowledged strategy. While B2C marketers
have long exploited this concept, the adaptability of cross-category storytelling in B2B
environments is gaining prominence. Companies engaging in this practice experience
heightened appeal, increased recall value, and a notable stickiness around their propositions,
effectively establishing an entry barrier for competitors.

In the exploration of the power of storytelling as a potent marketing tool consistently applied to
brand building, my role was pivotal. Through the sharing of realistic, meaningful, and powerful
anecdotes, coupled with time-stamped instances, the objective was to fortify product/service
uptake, enhance win ratios, and foster unwavering consumer loyalty.

This study strategically employs the 7-38-55 rule, asserting that 7% of meaning is conveyed
through spoken words, 38% through tone of voice, and a significant 55% through body
language. This framework was instrumental in gaining a profound understanding of the
communication message and the underlying elements in the storyline that construct a
persuasive case. The expansive findings derived from this model bring forth compelling
insights.

Brand storytelling, according to my analysis, transcends mere statements of brand values. It is

about substantiating actions by narrating the seemingly inconspicuous incidents within the
working community. These anecdotes serve to demonstrate innovation, collaboration, and the
brand's commitment to its purpose. They are tangible examples of a brand living its values.

To validate these findings, a meticulous examination of secondary data across diverse

industries was undertaken. Various communications were rigorously evaluated, utilizing the 7-
38-55 rule as a lens to comprehend the impact of storytelling, especially in communications.

This study meticulously captures pivotal data points from communications and conducts a
detailed analysis of the elements that significantly contribute to impactful presentations.
Primary data sources include past research reports on storytelling, insightful articles

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showcasing diverse storytelling approaches, and qualitative discussions with key members of
the marketing team.

In the pursuit of understanding the effectiveness of storytelling, I conducted an in-depth

analysis using the 7-38-55 rule model to define values and analyse the story element in each
commercial considered under the study. This involved breaking down each element, exploring
its nuances, and linking it back to the overarching framework.

Furthermore, the comprehensive analysis extended to commercials spanning diverse

industries. A meticulous comparison was drawn based on the storyline and the incorporation
of elements constituting ideal storytelling. This involved dissecting each commercial,
examining its components, and unravelling the intricate threads that contribute to its
effectiveness in communication.

In conclusion, this study identifies three pivotal elements—Context, Surprise, and Route—as
key variables contributing to the construction of persuasion within a storyline. These variables,
when consistently applied across different categories, have the potential to yield desired
results. The key findings encapsulate the:

• Power of precise communication

• Emotion & faith
• Power of Surprise

Expanding our perspective, it's crucial to delve into the broader implications and applications
of these findings. How can these insights shape future marketing strategies? What innovations
in communication can stem from a deeper understanding of storytelling dynamics?

Drawing from my personal experiences in the field, I recall a specific instance where the
power of storytelling transformed a struggling product into a market sensation. By aligning the
narrative with the brand's core values and crafting a compelling story around it, we not only
increased consumer loyalty but also witnessed a significant uptick in sales.

This prompts a series of questions. How can businesses across various industries leverage
storytelling to differentiate themselves in a crowded market? Can storytelling be the bridge
that connects consumers with the essence of a brand, fostering a lasting connection?

As we look forward, it's intriguing to speculate on the trajectory of storytelling in marketing. Will
it evolve further, incorporating new technologies and mediums? How might virtual reality or
augmented reality enhance the storytelling experience, creating immersive narratives that
captivate audiences on a whole new level?

Connecting these discussions to historical influences, we find that storytelling has been a
fundamental aspect of human communication throughout the ages. From ancient myths to
modern advertising, the power of a well-told story has remained constant. Understanding this
historical context adds depth to our exploration, highlighting the enduring nature of storytelling
as a persuasive tool.

Supporting these discussions with relevant facts and statistics is imperative. Research
findings indicate a clear correlation between brands that effectively utilize storytelling and their
market success. Statistics reveal that companies with compelling narratives not only enjoy

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higher customer engagement but also tend to outperform their competitors in terms of revenue
growth.

In essence, this expanded exploration of storytelling in marketing reveals a rich tapestry of

interconnected themes. From the intricacies of the 7-38-55 rule to the practical applications in
diverse industries, from personal anecdotes illustrating the transformative power of storytelling
to speculations on its future trajectory, each facet contributes to a holistic understanding of this
potent marketing tool.

As we reflect on this expanded discourse, it becomes evident that storytelling is not merely a
technique but a dynamic force that shapes brand identity, fosters consumer loyalty, and
propels businesses toward sustained success. The journey through the nuances of storytelling
in marketing has not only deepened our comprehension but has also opened avenues for
further exploration and innovation in the ever-evolving landscape of brand communication.

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 Acknowledgements

I extend my sincere appreciation and gratitude to Dr. Chinmaya Kulshreshtha, my Mentor and
Guide, and Mr. Eklavya Sharma, my Organizational Mentor, for generously providing me with
the golden opportunity to undertake the captivating project on "Storytelling in Marketing -
Building Persuasion and Creating Impact." Their guidance and unwavering support were
instrumental in navigating the intricacies of this endeavour, enabling me to delve into
extensive research and discover a multitude of new insights. I express my heartfelt thanks for
their invaluable contributions to my professional growth and knowledge.

Furthermore, I would like to extend my gratitude to all the participants who actively engaged
in intense discussions, lending their expertise and insights that played a pivotal role in
shaping and finalizing this project within the confines of a limited timeframe. Their
collaborative efforts and diverse perspectives greatly enriched the project, contributing to its
depth and quality. I am truly thankful for their time, dedication, and valuable contributions.

This project has been a journey of discovery and learning, and it wouldn't have been possible
without the support and encouragement of these exceptional individuals. Their mentorship
and the collective efforts of the discussion participants have significantly enriched my
understanding of storytelling in marketing. I look forward to applying these insights in my
future endeavours, inspired by the collaborative spirit that fuelled the success of this project.

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 Table of Contents

Acknowledgement 7
Abstract 5
Table of Contents 8
List of Figures 9
List of Tables 10
List of Appendices 11
List of Abbreviations 12
Chapter I. Introduction ....................................................................................................................14
1.1 Problem formulation: ................................................................................................................16
Chapter II. Literature Review .........................................................................................................24
Narrative ..........................................................................................................................................17
Persuasion ......................................................................................................................................27
Character Identification ...............................................................................................................28
Theoretical Background..............................................................................................................30
Research Objectives: .....................................................................................................................31
Chapter III. Research design..........................................................................................................32
III.1 Research framework ...............................................................................................................33
III.1.2 Data Collection .................................................................................................................34
Chapter IV. Analysis & Interpretation ..........................................................................................37
Ad Film 1: ITC’s new ad for Savlon ‘Spray&Wipe’ cleaner dumbs down the disinfection
routine ...............................................................................................................................................38
Ad Film 2: Nuanced analysis of cultural sensibilities in communication-anouk
(Contemporary ethnic apparel) .....................................................................................................38
Ad Film 3- Cola-Cola Hug Machine ............................................................................................39
Ad Film 4: Google Maps Saroo Brierley commercial ................................................................40
Chapter V. Conclusion ....................................................................................................................53
Chapter VI. Recommendations & Limitations ...........................................................................61
Chapter VII. References ..................................................................................................................63
Appendix .............................................................................................................................................64

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 List of Figures

Figure No. Description Page

1 Research Framework 16

__________________________

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 List of Tables

Table No. Description Page

1 Story elements 15

2 Sample Size 22
________________________________

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 List of Appendices

Table No. Description Page

1 Ads Analysed 37
________________________________

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 Abbreviations

BET: Business Excellence Team

CSB: Connectivity Solutions Business
AD: Advertisement

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 Chapter I. Introduction

“By combining the visual and verbal, we set ourselves up for success when it comes to
triggering the formation of long-term memories in our audience.”

― Cole Nussbaumer Knaflic, Storytelling with Data: A Data Visualization Guide for Business
Professionals

Or rather simply put we can say (in the modern context)

“We are not buying products and services but the stories behind them”

In the modern context, data has become the essential fuel but stories are the engine
where that data goes and helps us drive the point and build persuasion and
engagement.

Initiating a follow-up call with a prospect is not just a routine business practice; it's a crucial
moment where the art of communication can make or break a deal. Despite pouring your
passion into an informative presentation about your company's brand and vision, there are
instances when your efforts are met with disinterest or, at best, a polite reply. To overcome
this challenge and ensure that your marketing pitch stands out as a unique proposition, the
focus fundamentally shifts to the way we communicate. Brand storytelling emerges as a key
facilitator in this process, enabling brands to infuse genuine meaning into the stories they
share.

Diving deeper into the challenge of disinterest post a presentation, it's essential to
understand the nuances of audience engagement. Detailed examples from various
industries can shed light on how communication strategies can differ and the impact this has
on audience receptivity. For instance, contrasting the engagement levels in B2B versus B2C
scenarios can provide valuable insights into tailoring communication approaches.

An exploration into audience dynamics unveils a plethora of subtopics. Delving into the
psychology of communication and understanding the factors that influence audience
response introduces a new layer to the discussion. By breaking down the ideas into smaller
complementary themes, we can discuss the role of demographics, cultural nuances, and
even technological preferences in shaping effective communication strategies.

Imagine a scenario where your impassioned presentation comes to life through vivid
descriptions and imagery. Instead of a generic approach, let's explore the impact of
incorporating visual elements, metaphorically painting a picture of concepts. Analogies can
be drawn to the world of art, where a well-crafted communication strategy becomes a
masterpiece that resonates with the audience's senses.

To offer a more comprehensive view, let's shift perspectives and explore the dichotomy of
communication styles. Contrasting the traditional, formal approach with a more casual,
conversational tone can be examined. By delving into contrasting theories, we can
understand how different styles resonate with diverse audiences and situations.

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Considering the unspoken doubts that may linger in the minds of the audience, let's pose
rhetorical questions that prompt reflection. Imagined dialogues can bring these questions to
life, creating a dynamic narrative that not only addresses concerns but also invites the
audience into a participatory thought process.

Drawing from personal experiences, I recall a situation where the power of storytelling
transformed initial disinterest into genuine engagement. By weaving personal anecdotes into
the narrative, we can explore how relatable stories from one's own journey can bridge gaps
and establish a genuine connection with the audience.

Beyond the immediate challenge, let's unpack the broader implications of effective
communication. How do these strategies extend beyond a single presentation? Exploring the
applications in various business contexts, including client meetings, internal
communications, and even crisis management, can provide a holistic understanding of
communication's far-reaching impact.

Looking Forward and Backward - The Evolution of Communication Strategies:

Connecting the present scenario to historical influences and precedents sets the stage for
understanding the evolution of communication strategies. How did influential figures in
history navigate similar challenges, and what lessons can be drawn from their experiences?
Speculating on future possibilities and trajectories adds a forward-looking dimension to the
discussion.

Introducing Facts and Statistics - Data-Driven Communication:

To bolster our exploration, let's introduce relevant facts and statistics. How do data-driven
communication strategies fare in comparison to intuition-based approaches? By supporting
our discussion with authoritative data and credible research findings, we can provide a
comprehensive overview of the effectiveness of various communication methodologies.

In conclusion, the expansion of this content has delved into the intricacies of communication
challenges, offering a multifaceted exploration enriched with examples, vivid descriptions,
alternative perspectives, rhetorical questions, personal experiences, implications, historical
insights, and data-driven insights. This comprehensive investigation aims not only to address
the immediate challenge but also to provide a valuable resource for refining communication
strategies across diverse scenarios and contexts.

1. Leadership-A leadership team needs to walk-the-talk and be able to tell the brand story
all the time. They should be able to derive meaningful stories about anything from
opening a meeting, to having a conversation with the consumer, or a meeting with the
staff. The leadership needs to have a very clear vision story as they inspire and set the
culture of the company.

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Leadership - A Symphony of Narrative Mastery:

In the intricate symphony of organizational dynamics, leadership emerges as the

conductor, orchestrating the harmonious blend of brand storytelling at every juncture. The
imperative for a leadership team goes beyond merely delivering directives; they must
embody the brand story consistently, creating a narrative thread that runs seamlessly
through every aspect of the business.

Deriving Meaningful Stories - Crafting Narratives from Everyday Interactions:

Expanding on the notion of deriving meaningful stories, the focus extends to crafting
narratives from the tapestry of everyday interactions. It's not confined to grand events;
rather, it involves extracting compelling stories from mundane occurrences—a gesture
during a meeting, a conversation with a consumer, or even a routine staff gathering.
These stories serve as microcosmic reflections of the brand's ethos.

A Clear Vision Story - Illuminating the Path Forward:

The leadership's responsibility transcends the mundane; they must illuminate the path
forward with a clear vision story. This narrative isn't just about goals and objectives; it
encapsulates the essence of the company's purpose, values, and aspirations. It serves as
the North Star, guiding both internal and external stakeholders towards a shared destiny.

Tony Fernandes and Air Asia - A Tale of Inspiring Transformation:

Delving into a real-world example, the narrative shifts to Tony Fernandes, founder, and
group CEO of Air Asia. Instead of a repetitive slogan, he exemplifies the brand story by
instigating a transformative journey for a flight attendant. By encouraging her to become a
pilot and subsequently winning Miss Thailand, Fernandes not only lived the brand's
"dream the impossible" ethos but also added a unique, personal touch. His pride in
claiming Air Asia as the only airline with Miss Thailand flying people around becomes a
living testament to the brand's commitment to breaking barriers and fostering
empowerment.

Inspiration and Cultural Setting - Shaping the Company's Culture:

The leadership's role as inspirers and culture-setters cannot be overstated. Beyond the
boardroom, every meeting becomes a canvas for weaving narratives that inspire action
and shape the company's culture. Tony Fernandes, with his bold vision story, cultivates an
environment where even seemingly audacious dreams are not only encouraged but
celebrated.

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Leadership Narratives in Action - From Boardroom to Skies:

Zooming in on the dynamics of leadership narratives, envision a scenario where a CEO

seamlessly transitions from opening a meeting with an anecdote about the company's
humble beginnings to personally engaging with consumers, translating abstract brand
values into tangible experiences. This consistent narrative thread, whether in a
boardroom discussion or a casual conversation, reinforces the brand's identity.

Strategic Communication and Cultural Impact - Beyond the Surface:

The impact of strategic communication goes beyond surface-level engagements. It seeps

into the cultural fabric of the organization, influencing how employees perceive their roles
and fostering a collective commitment to the brand's narrative. Tony Fernandes' approach
at Air Asia transcends the superficial, creating a culture where accomplishments, even as
remarkable as winning a beauty pageant, become intertwined with the brand story.

Strategic Visionary Leadership - A Blueprint for Others:

As the exploration unfolds, the concept of strategic visionary leadership emerges as a

blueprint for others to emulate. The ability to seamlessly integrate storytelling into
leadership practices becomes a hallmark of effective leadership—one that transcends
industry norms and fosters a unique brand identity.

In summary, leadership's role in brand storytelling is not confined to scripted speeches; it

permeates every facet of organizational life. Through meaningful stories, clear vision
narratives, and real-world examples like Tony Fernandes and Air Asia, leaders can
elevate their organizations into narrative powerhouses, where each interaction becomes a
chapter in the unfolding story of the brand's journey and values.

2. Environment-Secondly, foster an environment for people to be able to tell stories.

Fostering an Enriched Environment - The Crucible for Narrative Flourish:

In the intricate tapestry of organizational dynamics, creating an environment conducive to

storytelling becomes a pivotal element, akin to cultivating fertile soil for narrative seeds to
flourish. This second aspect of brand storytelling transcends individual narratives and
extends to the collective, creating a harmonious ecosystem where every member is a
storyteller.

A Basic Template for Story Crafting - Nurturing Narrative Roots:

To kickstart this narrative journey, consider the utility of a basic template that prompts
individuals to articulate their stories. This template, a tool for narrative introspection,
poses a fundamental question: "What is our story?" It acts as a compass, guiding

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individuals through the maze of experiences and insights to distill a cohesive narrative. By
weaving together relevant information, this template becomes the nurturing ground for
narrative roots to take hold.

Infusing Storytelling into Daily Practices - The Opening Story Mantra:

Elevating storytelling from a sporadic activity to an integral part of daily practices involves
embedding it in routine tasks. Consider the ritual of asking, "What is our opening story?"
before initiating any document. This intentional inquiry transforms the mundane into an
opportunity for storytelling. It not only engrains the practice into the organizational culture
but also sets the tone for each interaction, whether internal or external.

Leveraging Technology - Apps as Catalysts for Story Collection:

In the digital age, technology acts as a catalyst for streamlined story collection. Apps like
SoundCloud and Evernote become virtual repositories where individuals deposit key
points, creating an evolving narrative mosaic. This digital aggregation transcends physical
boundaries, fostering a collaborative space where stories organically accumulate. By
tagging and categorizing these narratives, the organizational story library takes shape,
ready to be explored.

From Key Points to Collective Narratives - The Power of Aggregation:

The aggregation of key points transforms into a collective narrative endeavor. As

individuals across the organization contribute, a rich tapestry of stories emerges. Placing
these narratives on a common platform enhances accessibility, allowing members to
delve into the diverse stories that collectively define the organizational ethos. This
narrative repository becomes a reservoir of shared experiences, creating a sense of unity
among team members.

Creating a Comfortable Narrative Space - Story Huddles:

However, technology alone cannot replace the human touch in storytelling. Emphasizing
the need for a comfortable narrative space, the environment should not become rigid and
formal. Instead of imposing a structured submission process, advocate for "story
huddles." These informal gatherings provide a platform for individuals to share stories,
fostering camaraderie and a sense of community. It's in these huddles that the
authenticity of narratives truly shines.

Cultivating a Holistic Storytelling Culture - A Balancing Act:

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The challenge lies in maintaining a delicate balance—leveraging technology for efficiency
while preserving the organic and communal nature of storytelling. A holistic storytelling
culture is cultivated not through strict protocols but through a flexible blend of digital tools
and human connection.

Culmination of Narratives - A Living Organism:

As the exploration concludes, envision the environment for storytelling not as a static
framework but as a living organism that evolves with each shared narrative. The
environment becomes a dynamic space where stories intertwine, creating a cultural
tapestry that reflects the essence of the organization.

In essence, fostering an environment for storytelling is about more than templates and
apps; it's about cultivating a narrative ecosystem where every individual contributes to the
collective story. From structured templates to the organic flow of story huddles, this
approach creates a narrative-rich environment where the power of storytelling becomes
an integral part of the organizational DNA.

3. Accountability-How do you hold people accountable for brand storytelling? In

conducting performance appraisals for instance, you may get employees to tell you
three success stories they have worked on recently.

Cultivating Accountability in Brand Storytelling - A Strategic Imperative:

In the realm of brand storytelling, accountability stands as a linchpin, ensuring that the
narrative threads are not just spun but woven into the fabric of organizational culture.
Holding individuals accountable for brand storytelling demands a strategic approach that
seamlessly integrates storytelling into performance appraisals, making it an intrinsic part
of the company's ethos.

Performance Appraisals as Storytelling Platforms - Unveiling Success Narratives:

An innovative approach to instilling accountability is integrating brand storytelling into

performance appraisals. During these assessments, employees are encouraged to
showcase their storytelling prowess by narrating three success stories they have
recently been involved in. This method transcends the traditional assessment metrics,
emphasizing the narrative contributions each employee makes to the brand's story.

Making Storytelling a Performance Criterion - Redefining Success:

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By making storytelling a performance criterion, organizations signal a paradigm shift in
defining success. It's not merely about achieving targets but about articulating and
sharing the journey through impactful narratives. This criterion becomes a tangible
metric, assessing not only the outcome but the ability to convey the brand's essence
through compelling stories.

Curating Success Stories - Building a Narrative Repository:

The accountability journey extends beyond individual appraisals to the collective

curation of success stories. Organizations take on the role of storytellers themselves,
weaving together the narratives shared by employees. These stories, ranging from
overcoming challenges to celebrating achievements, form a rich narrative repository.
This curated collection becomes a reservoir of shared experiences that contribute to the
development of a robust brand storytelling culture.

Building on Narratives - Nurturing Continuous Storytelling Growth:

The commitment to brand storytelling accountability doesn't end with the narration of
success stories; it extends to the iterative process of building on these narratives.
Organizations leverage the curated stories as building blocks, infusing them into broader
brand narratives. Each success story becomes a chapter, contributing to the ongoing
saga of the brand's journey and accomplishments.

Developing a Brand Storytelling Culture - A Collective Effort:

The ultimate goal is to foster a brand storytelling culture where storytelling is not an
isolated task but an integral part of the organizational DNA. By intertwining
accountability with storytelling, organizations cultivate an environment where every team
member recognizes their role in shaping the brand's narrative. This collective effort
transcends individual achievements, forming a cohesive brand identity.

Strategic Impact on Organizational Dynamics - Beyond Appraisals:

The strategic impact of integrating storytelling into appraisals reverberates throughout

organizational dynamics. It influences how employees perceive their roles, transforming
them from mere job functions to narrative contributors. This shift in perspective aligns
individual aspirations with the broader narrative, fostering a sense of purpose and
belonging.

Elevating Employee Engagement - The Ripple Effect:

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 As employees become accountable storytellers, engagement levels soar. The
storytelling accountability ripple effect extends beyond appraisals, permeating daily
interactions and collaborations. The workplace evolves into a dynamic narrative space
where each success story is not just an achievement but a testament to the collective
effort of storytelling enthusiasts.

In summary, accountability in brand storytelling is not a mere checkbox in performance

appraisals; it's a strategic initiative that reshapes organizational culture. By making
storytelling a performance criterion, curating success stories, and building on narratives,
organizations pave the way for a brand storytelling culture where every employee
contributes to the unfolding story of success and purpose.

The post-pandemic landscape has ushered in a profound transformation in the way we

engage and communicate. With limited social interaction, the virtual realm has become the
primary arena for connection, making storytelling more crucial than ever in our
communications. This paradigm shift underscores the imperative for organizations to
harness the power of narrative in navigating the challenges posed by the new normal.

In a world where face-to-face interactions are constrained; virtual engagements take centre
stage. The storytelling element emerges as a linchpin in bridging the emotional gap inherent
in digital interactions. It becomes the conduit for building connections, fostering empathy,
and ensuring that messages resonate authentically in the virtual realm.

Amid this virtual imperative, our study delves into the pivotal role of data storytelling in key
assignments. By scrutinizing communications from leading organizations across diverse
categories, we aimed to unravel insights into the strategic use of data narratives. The lens of
analysis was focused on deciphering how data storytelling contributes to enhancing the win
ratio in a virtual-centric landscape.

The research methodology involved a meticulous analysis of communications from various

brands, constituting a rich repository of secondary data. These communications served as
the canvas for unravelling the impact of storytelling on commercial success. The study
traversed diverse sectors, extracting valuable insights to inform the evolving narrative
strategies of organizations navigating the virtual domain.

The crux of our exploration led to key findings that illuminate the nexus of data and
storytelling. Organizations leveraging data narratives strategically experienced a notable
enhancement in their win ratios. The insights gleaned from this analysis provide a roadmap
for others, showcasing the potential of weaving compelling narratives around data to drive
commercial success in the virtual landscape.

At the heart of our research lies the measurement of storytelling's impact through the lens of
commercial success. The success stories embedded in organizational communications
become tangible evidence of the narrative's influence on outcomes. As organizations

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navigate the complexities of virtual engagement, the commercial impact becomes a pivotal
yardstick for evaluating the efficacy of storytelling strategies.

As we conclude this study, the implications extend beyond the immediate findings. The
evolving landscape of virtual storytelling presents opportunities for innovation and
adaptation. Organizations equipped with the insights from this research are better poised to
navigate future trajectories, ensuring that their narratives resonate authentically in the virtual
realm.

In essence, the post-pandemic world has reshaped the communication landscape, placing
storytelling at the forefront of virtual engagements. Our study not only highlights the
significance of data storytelling but also serves as a compass for organizations seeking to
unravel the full potential of narrative in driving commercial success in an era defined by
limited social interaction and heightened virtual connectivity.

1.1 Problem formulation:

Our comprehensive analysis delved into the intricate fabric of communication across various
product categories, unraveling the nuanced elements of storytelling, persuasion, and beyond.
The synthesis of this exploration led us to a compelling problem statement, poised to unravel
the impact of storytelling and discern the difference between a well-depicted story and mere
enumeration of product/service benefits.

Problem Statement 1: Unraveling the Impact of Storytelling:

In the realm of communication, a fundamental query emerged: What impact does storytelling
wield, and does a stark contrast exist between a meticulously crafted narrative and a
straightforward presentation of product/service benefits? This inquiry pierces the heart of the
narrative strategy, seeking to gauge the profound influence storytelling exerts on the audience
compared to the more conventional approach of listing benefits.

Problem Statement 2: Crafting a Model for Effective Storytelling Across Diverse Scenarios:

The journey of exploration didn't stop at understanding the impact; it extended to a broader
ambition—can we distill insights from a myriad of communication messages spanning different
organizations and product categories? The overarching goal is to craft a comprehensive
model for effective storytelling, transcending specific contexts and becoming a versatile tool
applicable across diverse situations, ensuring the attainment of desired results.

Navigating the Comparative Landscape - Storytelling vs. Product/Service Benefits:

Our investigation seeks to navigate the comparative landscape between storytelling and the
straightforward mention of product/service benefits. Does the audience resonate more with a
narrative that weaves a compelling story around the brand, or does the straightforward
enumeration of benefits suffice? This comparative analysis aims to unravel the intricacies of
audience reception, deciphering the preferences that dictate engagement and persuasion.

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Modeling Effective Storytelling - A Panorama Across Industries:

The second facet of our inquiry extends beyond individual preferences, aiming to distill a
model for effective storytelling. By dissecting a series of communication messages across
diverse organizations and product categories, we strive to identify patterns, commonalities,
and distinguishing factors that contribute to the effectiveness of storytelling. The ultimate
objective is to carve out a blueprint—a model that organizations can deploy across different
scenarios, ensuring a consistent and resonant narrative strategy.

Applicability Across Scenarios - The Litmus Test for Storytelling Efficacy:

The litmus test for the effectiveness of our proposed storytelling model lies in its applicability
across scenarios. Can the distilled insights withstand the diverse landscapes of product
categories and organizational contexts? The quest for a universal model is grounded in the
ambition to provide organizations with a versatile storytelling tool, adaptable to varying
communication needs.

As we embark on this journey of inquiry, the quest is not just to unravel the impact of
storytelling but to illuminate a path toward crafting narratives that transcend the ordinary. The
problem statements set the stage for a deeper exploration, where the realms of
communication and storytelling converge to redefine how organizations engage, persuade,
and leave a lasting imprint on their audience.

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 Chapter II. Literature Review

A story is “an oral or written performance involving two or more people interpreting past or
anticipated experience” (Boje 1995, p. 1000). Marketing stories paint pictures in customers’
minds that prompt them to pay attention to the message; people also tend to organize
information in story format (Padgett and Allen 1997; Woodside 2010). Therefore, marketers
can use storytelling as a powerful communication tool and convey company information by
narrating a story.

In order to have a sticky storyline that remained glued to consumer’s mind, one must include
essential storyline elements which could be characterized as:

(Table 1): Story elements

Authenticity Conciseness Reversal Humor Others

• Communication • Writers • Reversal • An • A story has a

attempts to present entails a interesting chronological
make complete turning setting. sequence.
customers thoughts in as point and • Humor • Chronological
believe it is few words as keeps the helps sequence,
authentic. possible. story influence central
• Conciseness vibrant. audience characters,
is particularly • Dramatic responses imagery,
important in quality to the ad. exuberance.
business • terseness
writing

24
More than two millennia ago, Aristotle, a philosopher of profound wisdom, laid the
foundational stones of narrative theory, leaving an indelible mark on the art of storytelling.
His insights, encapsulated in works like "Poetics," continue to resonate across the ages,
shaping the way we perceive and craft stories.

Aristotle's Core Tenets - The Blueprint for Stories:

Aristotle's enduring legacy in storytelling can be distilled into a succinct blueprint that has
withstood the test of time. He prescribed that stories, irrespective of their form or content,
should adhere to a fundamental structure: a beginning, a middle, and an end. Beyond this
temporal framework, a compelling narrative should feature characters and impart a
lesson—a timeless formula for captivating the human imagination.

Essence of Authenticity - Hearon's Emphasis (2004):

Aristotle's wisdom finds resonance in contemporary perspectives, with Hearon (2004)

emphasizing the paramount importance of authenticity in storytelling. A narrative gains
potency when it reflects genuine human experiences, emotions, and truths. Authenticity
becomes the linchpin that fosters a deep connection between the storyteller and the
audience, transcending temporal and cultural boundaries.

The Virtue of Conciseness - Reinstein and Trebby's Insight (1997):

In the pursuit of narrative excellence, Aristotle's call for conciseness echoes through the
ages, finding validation in Reinstein and Trebby's insight (1997). A well-crafted story,
much like Aristotle's dictum, benefits from brevity and precision. The art of storytelling lies
not only in the tales told but in the mastery of delivering them succinctly, holding the
audience in rapt attention.

The Alchemy of Humor - Bruce's Touch (2001):

Aristotle's multifaceted prescription for stories incorporates humor as an essential

element, a facet underscored by Bruce (2001). The infusion of humor adds a nuanced
layer to the narrative, making it not only instructive but also entertaining. In the alchemy of
storytelling, humor becomes a catalyst that transforms the mundane into the
extraordinary.

Navigating Crisis and Resolution - Deighton, Romer, and McQueen's Perspective (1989):

25
Aristotle's narrative arc, encapsulating the protagonist's journey through crisis to
resolution, is reiterated by Deighton, Romer, and McQueen (1989). The inherent drama of
a story lies in the protagonist's encounter with challenges, leading to a climax where
resolution is achieved. This timeless principle resonates in storytelling, infusing narratives
with tension, anticipation, and ultimate catharsis.

Specific Aspects of Excellence - Taylor, Fisher, and Dufresne's Insights (2002):

Taylor, Fisher, and Dufresne (2002) delve into specific aspects that contribute to the
excellence of a story. From dramatic quality to concrete language, from an interesting
setting to terseness, their insights align with Aristotle's foundational principles. These
facets collectively weave a tapestry of narrative brilliance, captivating audiences and
transcending the ephemeral nature of storytelling.

A Legacy of Narrative Excellence:

In the intricate mosaic of narrative theory, Aristotle's legacy stands as an enduring

beacon, guiding storytellers across epochs. His timeless principles, woven with threads of
structure, authenticity, conciseness, humor, and the transformative journey through crisis
to resolution, serve as illuminating stars on the path toward crafting stories that withstand
the test of time. As the pioneer of storytelling theory, Aristotle's call persists, inviting
storytellers to embark on journeys infused with narrative brilliance.

Narratives, presumably etched into the fabric of human existence since time immemorial,
found empirical scrutiny through the lens of Aristotle. The study of narrative as a unique
form of communication is often traced back to Aristotle's seminal work, "Poetics." Here,
Aristotle delineated the distinctions between "rhetorical" communication and the realm of
"poetics," encompassing both poetry and plays—the predominant forms of fiction in his
era. Aristotle's groundbreaking introduction of "mythos," a dynamic "structure of incidents"
guiding characters through the sands of time, became a cornerstone in understanding the
art of storytelling. His assertion that poetics were distinct from rhetoric, which
encapsulates non-narrative communication intended to inform or persuade, resonated for
centuries, shaping intellectual discourse.

The latter half of the 20th century witnessed a transformative shift in thinking as scholars,
including Fisher (1987) and Gerrig (1993), delved into the intricate workings of narrative
structures across all forms of human communication. This departure from traditional
boundaries paved the way for the emergence of the field of narrative persuasion.
Thinkers dared to challenge the long-held dominance of Aristotle's distinction between
poetics and rhetoric, ushering in a new era of exploration into the pervasive influence of
narrative structures.

26
The bedrock of the modern understanding of narrative is largely indebted to Fisher
(1987). His narrative paradigm boldly posits that narration is a fundamental component
woven into the fabric of all human communication. Fisher contends that humans are
inherently "storytelling animals," interpreting their diverse experiences through the
multifaceted prism of narration. Narration, according to Fisher, transcends the confines of
media, encompassing "symbolic actions, words, and/or deeds that possess both
sequence and profound meaning for those who live, create, or interpret them."

Aristotle's legacy, as interpreted and expanded upon by Fisher, continues to shape the
understanding of narrative as an integral part of human communication—a dynamic force that
transcends traditional boundaries and resonates across the vast spectrum of human

Persuasion

In the intricate mosaic of narrative theory, Aristotle stands as a timeless beacon, guiding
storytellers through epochs. His principles, spanning structure, authenticity, conciseness,
humor, and the journey through crisis to resolution, serve as beacons illuminating the
path toward crafting stories that withstand the test of time. Aristotle, the pioneering
architect of storytelling theory, continues to beckon storytellers, inviting them to embark
on journeys of narrative brilliance.

Narrative's Historical Tapestry:

While narratives likely existed since time immemorial, the empirical study of narrative as a
unique form of communication is generally attributed to Aristotle. His influential work,
Poetics, first drew distinctions between "rhetorical" communication and "poetics." Aristotle
introduced the concept of mythos, a "structure of incidents" guiding characters through
time. This assertion that poetics were distinct from rhetoric dominated thinking for
centuries. However, in the latter half of the 20th century, thinkers began exploring how
narrative structures operate in all forms of human communication, paving the way for the
field of narrative persuasion.

Narrative Persuasion Unveiled:

The modern understanding of narrative was significantly shaped by Fisher (1987), whose
narrative paradigm posits that narration is a fundamental component of all human
communication. Fisher portrays humans as "storytelling animals," interpreting their
experiences primarily through narration. Narration, in Fisher's view, involves "symbolic
actions, words, and/or deeds that have sequence and meaning for those who live, create,
or interpret them." Importantly, this broadens narratives beyond the confines of media.

Narrative as a Universal Communicative Thread:

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Fisher's perspective asserts that narratives are intrinsic to human communication,
encompassing all experiences. This narrative thread weaves through various aspects of
life, making storytelling a fundamental part of our human essence.

Understanding Persuasion Through Aristotle's Lens:

Aristotle's contributions extend beyond storytelling, delving into the realm of persuasion.
Widely recognized as the first comprehensive theorist of persuasion, Aristotle's insights
revolve around three appeals: ethos, pathos, and logos. These appeals target the
persuader's credibility, the audience's emotions, and the use of sound argument,
respectively.

The Mid-20th Century Shift:

In the mid-20th century, a transformative shift occurred in the study of persuasion with the
rise of the social sciences. This period marked a departure from Aristotle's classical
framework, prompting a renaissance in the systematic empirical study of persuasion.

Gerald Miller's Persuasive Paradigm:

This study aligns with Gerald Miller's influential paradigm, which defines persuasion as
inducing attitude or behavior change in individuals through communication. Miller's
framework identifies three processes: response shaping, response reinforcing, and
response changing.

Unpacking Persuasion Processes:

Response shaping involves molding response patterns to stimuli individuals have yet to
establish responses to, akin to attitude formation. Response reinforcing strengthens
existing patterns, while response changing represents the transformative core of
persuasion.

Aristotle's legacy, intertwined with narrative theory and persuasion, continues to shape our
understanding of communication. As storytellers navigate the epochs, Aristotle's enduring
principles and insights serve as an invaluable guide, ensuring that the art of storytelling and
persuasion remains vibrant and impactful across time.

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Character Identification

In the extensive tapestry of narrative theory, Cohen's (2001) profound insights into
"Identification" stand as a guiding beacon, shedding light on the intricate process that
transforms an audience member into a participant in the text or communication. This
cognitive and emotional state transcends mere awareness of being a spectator, inviting
individuals to immerse themselves in the narrative and envision their existence as one of the
characters within the text. Cohen's exploration of character identification in this study
revolves around four pivotal components, each contributing to a richer and more immersive
narrative experience.

1. Empathy with the Character:

Character identification begins with the cultivation of a deep and genuine empathy with the
portrayed character. It goes beyond a superficial understanding, fostering a profound
emotional connection where readers or viewers share in the character's joys, fears, and
pains.

2. Taking the Character’s Perspective:

A cognitive shift occurs as audience members actively engage in adopting the character's
perspective. This immersive process allows them to see the narrative unfold through the
character's eyes, enhancing the overall depth and richness of the narrative experience.

3. Understanding the Motivations:

Character identification extends beyond surface-level emotions, delving into an

understanding of the motivations driving the character's actions. Readers and viewers
connect with the character on a psychological level, unraveling the intricacies of their
motivations.

4. Loss of Self-awareness:

The pinnacle of character identification is reached when individuals lose awareness of their
own identity, becoming seamlessly entwined with the character's persona. This blurring of
boundaries intensifies the emotional resonance of the narrative, creating a more profound
and immersive engagement.

It is crucial to acknowledge that, within this context, character identification is a dynamic and
evolving element in a message recipient's narrative experience. Cohen's (2001) perspective
emphasizes the intermittent nature of this sensation, acknowledging that character
identification occurs at varying intervals during exposure to a media message. This nuanced

29
understanding underscores the fluidity and adaptability of character identification within the
broader context of narrative encounters.

Theoretical Background

This study explored the effects of different elements like cultural codes, emotions, surprise,
and order applied across different communications and attempt to decode key commercials
for their appeal in driving persuasion among the audience. All the commercials analysed are
selected basis their popularity and point of differentiation within the category.

The other most commonly and casually cited study on the relative importance of verbal and
nonverbal messages in personal communication is one by Prof. Albert Mehrabian of the
University of California in Los Angeles. In the 1970s, his studies suggested that we
overwhelmingly deduce our feelings, attitudes, and beliefs about what someone says not
by the actual words spoken, but by the speaker’s body language and tone of voice

Professor Albert Mehrabian

Building upon his early discoveries, Mehrabian has gone on to develop numerous complex
theories, ideas and measures over the course of the last 40 years, making a significant
contribution to the discipline of psychology. During this period, he has written and researched
extensively, continuing his interest in and commitment to the study of nonverbal
communication. He has expanded his field of interest from nonverbal communication in
relation to the expression of emotions and attitudes, to its application in areas such as
human response, temperament and traits, and the impact of the emotional workplace
environment on performance, to name but a few. He has applied his findings to fields as
diverse as marital relations, drug use, and voter behaviour. Similarly, his research and
theories have been adopted and applied by others in a variety of fields including consumer
behaviour and marketing.

In fact, Prof. Mehrabian quantified this tendency: words, tone of voice, and body language
respectively account for 7%, 38%, and 55% of personal communication. The non-verbal
elements are particularly important for communicating feelings and attitude, especially when
they are incongruent: if words and body language disagree, one tends to believe the body
language.

If a speaker’s words and body language differ, listeners are more likely to believe the
nonverbal communication of the speaker, not his words. For example, suppose a person
states, “I don’t have a problem with you!” while avoiding eye-contact, looking anxious, and
maintaining a closed body language. Irrespective of the person’s internal monologue, the

30
listener will probably trust the predominant form of communication, which according to Prof.
Mehrabian’s findings is non-verbal (38% + 55%), rather than the literal meaning of the words
(7%).

“Total Liking = 7% Verbal Liking + 38% Vocal Liking + 55% Facial Liking. Please note that
this and other equations regarding relative importance of verbal and nonverbal messages
were derived from experiments dealing with communications of feelings and attitudes (i.e.,
like—dislike). Unless a communicator is talking about their feelings or attitudes, these
equations are not applicable.”

Research Objectives:

To Identify underlying elements in a story and to understand the link between an effective
story and engagement building.

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 Chapter III. Research design

The study takes a meticulous dive into the essential components that constitute a successful
storyline, as exemplified in the proposed research framework (refer to Fig. 1). These components
intricately weave diverse layers of information around specific key elements, rendering them
distinctly noteworthy. Let's explore and expand upon these key points by incorporating detailed
examples, introducing new subtopics, adding descriptive elements, shifting perspectives, posing
rhetorical questions, sharing personal experiences, unpacking implications, and integrating
relevant facts and statistics.

Encountering a Compelling Brand Story:

When a customer engages with a compelling brand story, it triggers a cascade of cognitive
processes within the subconscious mind. To comprehend the profound impact, let's consider an
example from the tech industry. Apple's brand story, centered around innovation, user experience,
and design aesthetics, captivates consumers worldwide. The company's narrative transcends mere
product features, creating an emotional connection that resonates with the audience.

New Subtopic: The Emotional Resonance of Brand Narratives

Delving deeper, it's essential to explore how emotional resonance plays a pivotal role in brand
storytelling. Drawing on research by Aaker (1997), emotional connections enhance brand recall
and loyalty. For instance, Nike's iconic "Just Do It" campaign goes beyond promoting products; it
inspires consumers by narrating stories of athletes overcoming challenges. This emotional appeal
creates a lasting impression and influences brand attitude and behavior.

Descriptive Elements and Imagery: Crafting an Emotional Tapestry

Imagine a consumer engrossed in a brand story—each detail meticulously crafted, from the vivid
descriptions of product usage to the emotional highs and lows of the characters involved. The
narrative becomes a tapestry of emotions, woven with the threads of relatable experiences and
aspirational moments.

Shift in Perspective: The Dual Nature of Brand Narratives

While emotional resonance is undeniably powerful, it's crucial to acknowledge the duality of brand
narratives. Some consumers may resonate more with rational, information-driven stories. For
instance, a customer researching a high-end camera may prioritize technical specifications and
performance over emotional storytelling. Balancing emotional and rational elements ensures a
comprehensive approach that appeals to diverse consumer preferences.

Rhetorical Questions: What Drives Consumer Engagement?

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As we delve into the intricacies of brand storytelling, a pertinent question arises: What truly drives
consumer engagement with narratives? Is it the emotional appeal, the relatability of characters, or
the authenticity of the story? By posing these questions, we invite readers to contemplate the
multifaceted nature of consumer interactions with brand narratives.

Personal Experience: Navigating Brand Narratives as a Consumer

Reflecting on personal experiences as a consumer can further enrich the exploration. Consider
instances where a brand's narrative deeply resonated, influencing purchasing decisions. Perhaps a
memorable advertisement or a compelling social media campaign left a lasting impression,
showcasing the tangible impact of brand storytelling on individual choices.

Implications and Applications: Shaping Consumer Behaviour

Beyond individual experiences, it's crucial to unpack the broader implications of effective brand
storytelling. Research indicates that narratives not only shape brand attitudes but also drive
consumer behaviour (Escalas, 2007). Understanding these implications opens avenues for
strategic brand management, influencing how companies craft and communicate their stories to
impact consumer decision-making positively.

Looking Forward: The Evolution of Brand Narratives

As we reflect on the present impact of brand narratives, it's imperative to consider how storytelling
in branding might evolve in the future. With advancements in technology, the rise of virtual reality,
and changing consumer preferences, the landscape of brand narratives is dynamic. Exploring
potential future trajectories provides insights for marketers aiming to stay ahead of the curve.

Connecting with Statistics: The Quantifiable Impact

Supporting our exploration with relevant statistics adds a layer of credibility. According to a study
by Content Marketing Institute (2023), brands that effectively utilize storytelling experience a 30%
higher conversion rate compared to those relying solely on product-centric messaging. This
quantitative evidence underscores the tangible impact of narrative-driven marketing strategies.

Evaluation of Market Offerings:

Customers employ diverse criteria when evaluating market offerings, necessitating tailored
communication strategies. Weathers, Sharma, and Wood (2007) differentiate between search and
experience products, highlighting the nuanced approaches required. This dichotomy forms the
basis for a thorough examination of how storytelling addresses information asymmetry and
influences consumer decision-making.

New Subtopic: Navigating Information Asymmetry with Storytelling

Addressing high information asymmetry is a persistent challenge in marketing. Nayyar (1993)

suggests that companies can gain a competitive advantage by lowering information acquisition
costs for customers. Here, storytelling emerges as a strategic tool to bridge the gap, making
complex information more accessible and engaging for consumers.

33
Descriptive Elements and Imagery: Unveiling the Layers of Information

Imagine a consumer navigating the intricate landscape of information surrounding a high-

involvement purchase, such as a luxury watch. The technical specifications, craftsmanship details,
and historical significance form layers of information that, when presented as a cohesive narrative,
transform into a captivating story. The consumer is not just buying a product; they are immersing
themselves in the brand's legacy.

Shift in Perspective: Balancing Rational and Emotional Appeals

While storytelling excels in conveying emotional narratives, it's essential to balance the emotional
appeal with rational information, especially for search products. Consumers researching
smartphones, for example, might prioritize specifications, user reviews, and technical comparisons.
By adopting a dual approach, brands can effectively communicate the richness of information
without compromising on emotional engagement.

Rhetorical Questions: How Does Storytelling Address Information Gaps?

Considering the complexity of information asymmetry, it's crucial to ask how storytelling specifically
addresses the gaps in consumer knowledge. Can a well-crafted narrative compensate for a lack of
technical expertise in the consumer? These questions prompt deeper reflection on the strategic
role of storytelling in mitigating information challenges.

Personal Experience: Deciphering Complex Information as a Consumer

Personal experiences as a consumer navigating information-rich markets can shed light on the
effectiveness of storytelling. Recall instances where a brand's narrative simplified a complex
decision-making process, guiding you through the intricacies of product features and
specifications. This firsthand perspective underscores the practical impact of storytelling in
enhancing consumer understanding.

Implications and Applications: Strategic Integration of Storytelling

Expanding our exploration into the broader implications, it becomes evident that storytelling is not
just a creative embellishment but a strategic imperative. Brands that strategically integrate
storytelling into their communication practices stand to gain a competitive edge in markets
characterized by high information asymmetry. This strategic integration extends beyond marketing
communication to encompass product descriptions, user manuals, and educational content.

Looking Backward: Historical Perspectives on Information Sharing

To appreciate the evolution of storytelling in addressing information gaps, a historical perspective is

invaluable. Examining how brands historically navigated information challenges provides insights
into the timeless relevance of effective communication. From early print advertisements to modern
digital storytelling, the methods may have evolved, but the core principle of making information
accessible remains unchanged.

Connecting with Statistics: The Impact on Consumer Confidence

34
Supporting our discussion with relevant statistics reinforces the practical implications of storytelling
in addressing information gaps. According to a survey by Nielsen (2022), 72% of consumers are
more likely to make a purchase after reading a positive review or a compelling brand story. This
statistical insight underscores the correlation between narrative-driven communication and
increased consumer confidence.

III.1 Research Framework

As the linchpin of this study, the research framework serves as a structured guide to explore and
comprehend the intricate dynamics of effective storytelling in the realm of branding and consumer
behavior. It forms the backbone of the investigation, providing a systematic approach to unraveling
the nuances associated with the impact of narratives on brand perception and consumer decision-
making.

Emotions

Surprise Communication Persuasion

Route

Consistency

Fig 1: Research Framework

The research framework mentioned above considers three fundamental elements in

determining the essence of communication story and when applies in line (consistently) to the
communication will result in building persuasion.

III.1.2 Data Collection

To effectively analyse the impact of storytelling in building persuasive communication, we

identified advertisements (both digital, OOH and TVCs) across different categories and

35
analysed them keeping in mind different touch points and thus deciphered the relationship
between these elements, consistency and the persuasion it results in.

In the current research work we utilized qualitative research methodology for communication
analysis where we worked upon certain carefully selected commercials across different
categories and analyse them to identify the underlying themes that builds the connect and
drives persuasive engagement.

We analysed 4 ad film (commercials) to understand the underlying story elements present in

each of these stories and how these stories create differentiation.

Table 2: Sample Size

Story lines Routes

ITC New ad for Savlon Spray & wipe Command Route

Anouk ethnic wear movie Tradition Route

Coca-Cola Happiness machine Surprise Route

Goggle Maps Emotional Route

36
 Chapter IV. Analysis & Interpretation

To arrive at conclusions, we analysed successful advertisements from different categories

i.e. Disinfectant, Ethnic wear and Beverages which helped to uncover certain communication
codes which proved effective in differentiation. To dig deeper, we also looked at some
successful organisational stories and worked upon the story element present in there which
actually build persuasion and pulled people towards it.

Ad Film 1: ITC’s new ad for Savlon ‘Spray&Wipe’ cleaner dumbs down the disinfection
routine

Let’s analyse the communication story elements present in the new ITC Savlon disinfectant
ad which becomes highly important in the pandemic hit world, now if we see the product is
very much similar to other disinfectants (almost the same composition) but what stood apart
from similar products is the storyline which provides different perspective and promotes easy
of usage which clearly cuts across the clutter.

Now, let’s analyse the different elements present in the ad film: 1. Unlike the category
advertising code, it’s not the mother who’s doing the cleaning. Instead, it’s her young son
– who volunteers to be the ‘Savlon Soldier’ in the fight against germs. The rest of the
family, the husband and her younger son, are involved too.
2. However, the oversimplified demonstration in the film, highlights the ease of use of the
product. It reminds of hair dye brand Godrej Expert’s ‘Bas Kato Gholo Lagalo’ ad
films. Or even the decades old assurance that Maggi noodles gets ready in just two
minutes.

The key question that arises here is “Is it enough to make it stand out” to understand the
same we focussed on hidden elements that made all the difference here:

o Naming the product: Spray&Wipe is a clever move and would make it

visible. “Other brands have similar offerings but what ITC is trying to promote
is he ease of use. They did it in the ads for their surface disinfectant spray
too. The son and the father in that ad film volunteered to use the spray.”

o Consistency across communication: The whole gamut of branding,

communication, product labelling, etc., are in sync and are aimed at making
things easier.
o Protagonist: The child protagonist using it means that it’s a no brainer.

37
 o Influencing behaviour: The ad does its job of influencing behaviour, i.e., the
clever use of existing semiotic codes drive home one behavioural change –
disinfect surface. She suggests that it would do well to show surfaces beyond
just the kitchen.

o Mother taking command route instead of request/educate: In a space

where education has mainly happened through awareness, or fear, a military
mandate propels a greater call to action. In this pandemic struck world the
timing of attack on enemy (Covid) couldn’t be better.

Ad Film 2: Nuanced analysis of cultural sensibilities in communication-anouk (Contemporary

ethnic apparel)

Approach- The 7-38-55 rule states that 7% of meaning is communicated through spoken
word, 38% through tone of voice, and 55% through body language

This ad represents the aspiration of a modern, progressive Indian woman perfectly.

What do we see in this ad?

• She is not afraid of authority. She asserts herself to her manager who is much
experienced and professionally senior.
• She has a modern outlook. Takes umbrage when told about hiding the bump.

38
 • She is ambitious. A woman well into her pregnancy works day and night for her
career progress.
• She fights for her rights. Demands a promotion when she knows she deserves it.
• She voices her opinion. Clearly expresses her disapproval with the management
decision.
• She is fearless. At such a delicate time, she chooses to opt out of her secure job and
start her own company.
• She is confident that she will make it big. She builds a plush office even before she
has started off.

Now, let us look at what is easy to miss in the ad.

They wear clothes as per their age and we can clearly see protocol is being followed here.
The senior/boss wears a saree, the junior wears a kurta (less traditional than a saree in line
with the hierarchical codes).

Clothes are traditional/ colours are very Indian (family of red albeit with different shades). Her
body language is traditional.

39
Respect for the elder. While the dominant feeling of the ad is fighting for its rights against
authority, it does not happen at a price to honor age or authority.
Although pregnant, she goes to the other side of the car so that her boss can sit on the side
of the car that is easy to reach. (marking respect for elders as a principle rooted in Indian
culture).

Her expressions are almost apologetic when she asserts herself, against her manager.

40
She turns behind to look at the manager as she walks away, as a mark of respect. She does
not just turn her back disrespectfully. (Subtle use of pride and accomplishment)

And most interestingly, there are subtle attempts to cover the bump, either by use of jacket,
or with the help of hand.

41
Traditionally, why do pregnant women in India hide their bump?
As per our tradition, procreation is a sacred process. Anything that is sacred is treated with a
certain degree of secrecy.
In a temple structure, the most sacred part, that is the presiding deity, is hidden in the sanctum
sanctorum (Latin word which means that which is most sacred among all things sacred). The
corresponding word among the Hindus is Garbagriha. This Sanksrit word, comes from Garbha
(the womb) and Griha (house). The mother’s womb is accorded one of the most reverential
and sacred status. And is meant to be concealed. Just like the presiding deity in the temple.
Even though, the ad is a proud announcement of modern India embracing a progressive
mindset, it is replete with signs that will tend to agree with an Indian’s subconscious
sensibilities, each one deeply embedded in countless stories of our ancient culture.

Ad Film 3- Cola-Cola Hug Machine

The Coca-Cola Company and Ogilvy & Mather have developed the ‘Cola-Cola Hug Machine’
to bring volumes of happiness to people’s lives anywhere and everywhere. People were
pleasantly surprised to see the ever-present Coca-Cola brand with the words ‘I hug’ with
large letters in front. Those brave enough to embrace the machine were rewarded with
Chilled Coca-Cola cans.

42
Leonardo O'Grady, Director of Asean IMC, Coca-Cola Company, says, "Our strategy is to
bring volumes of joy in an unexpected, new way to engage not only the audience, but also
the audience as a whole."

In media content, surprises and moments of penny pulling have their role to play that
provides a joy that always fills the audience. Twisting and turning on a long TV series to raise
TRP levels was the old way. Likewise, creative creative content uses amazing elements to
break the clutter.

In fact, use of surprise and wonderment in pure entertainment dates back to ancient times in
India to around 17th century, as part of the 'navarasas' in Kathakali dance form. According to
the Natyashastra, ‘Adbhuta Rasa’ (rapture of wonder) is based on the philosophy that the key
to wonder is to remain open-minded towards the miracle of life, which can be experienced in
everything. Its presentation on t Briehe stage is through the perception of touch, earnest
display of laughter, congratulatory remarks, tremor, choking words, perspiration etc.

Surprise can lead to dopamine release. Dopamine, loosely administered, is a chemical

released when the brain feels pleasure. Even listening to others' stories of surprises and
entertainment has a dopamine effect. A concerted effort to use this material can do wonders
for products and people alike.

It’s time now to expand the footprint of this ‘wonder’ element to include the world of brands
and consumers.

Ad Film 4: Google Maps Saroo Brierley commercial

Expanding upon the insightful analysis of Google Maps' iconic ad featuring Saroo
Brierley, we can delve deeper into the elements that make this commercial a powerful
narrative. By incorporating detailed examples, introducing new subtopics, adding

43
descriptive elements, shifting perspectives, posing rhetorical questions, sharing personal
experiences, unpacking implications, and integrating relevant facts and statistics, we aim
to amplify the narrative and explore the multifaceted impact of storytelling in advertising.

Plot Dynamics and Emotional Resonance:

The heart of the commercial lies in its meticulously crafted plot, anchored by the real-life
story of Saroo Brierley. The emotional journey of a lost child, separated from his family,
sets the stage for a powerful narrative that transcends conventional advertising.
Brierley's poignant narration, combined with the visual portrayal of his experiences,
creates a deeply moving story that resonates with viewers on an emotional level.

New Subtopic: Crafting a Compelling Plot

Examining the intricacies of the plot, we can appreciate the art of storytelling at play. The
decision to begin with a childhood incident, the suspense surrounding the protagonist's
adoption, and the subsequent 26-year quest to find his roots all contribute to a narrative
arc that captivates and intrigues. Each plot point is a carefully chosen piece in the
storytelling puzzle, strategically unfolding to maintain audience engagement.

Descriptive Elements and Imagery: Painting a Vivid Picture

Consider the vivid imagery used in the commercial—the empty train, the vast
landscapes, and Saroo's determined gaze as he embarks on his quest. The use of
descriptive elements enhances the visual storytelling, allowing viewers to immerse
themselves in the unfolding narrative. It's not merely a sequence of events; it's a visual
journey that unfolds before the audience's eyes.

Shift in Perspective: Viewer as Active Participant

By shifting our perspective, we can view the audience not as passive observers but as
active participants in Saroo's quest. The deliberate choice to keep certain details
ambiguous encourages viewers to empathize with the protagonist, fostering a sense of
connection and shared experience. This shift in perspective transforms the commercial
from a mere advertisement into a compelling storytelling experience.

Rhetorical Questions: What Drives Emotional Engagement?

The emotional impact of the commercial prompts us to ponder: What elements contribute
to such strong emotional engagement? Is it the relatability of the protagonist's struggle,
the universal theme of family, or the suspenseful narrative structure? By posing these

44
questions, we invite reflection on the emotional triggers that make storytelling a potent
tool in advertising.

Personal Experience: Identifying with the Human Experience

Drawing on personal experiences, viewers may find parallels in their own lives—
moments of separation, the yearning for connection, or the pursuit of a seemingly
impossible goal. The universality of human experiences portrayed in the commercial
allows each viewer to connect with the story on a personal level, reinforcing the idea that
effective storytelling transcends cultural and geographical boundaries.

Implications and Applications: Branding Beyond Products

The commercial's success lies not just in promoting a product but in showcasing the
broader implications of Google Maps as a tool for solving real-world problems. It
redefines the brand beyond being a mere application and positions it as a solution to
deeply personal challenges. This strategic approach to branding opens avenues for
advertisers to consider the societal impact of their products in narrative-driven
campaigns.

Looking Forward: The Evolution of Emotional Advertising

As we reflect on the emotional resonance achieved by the Google Maps ad, it prompts
contemplation on the future trajectory of emotional advertising. With changing consumer
preferences and the growing importance of authenticity, advertisers may increasingly
focus on narratives that evoke genuine emotions. Exploring this potential evolution
provides insights into the evolving landscape of emotional storytelling in advertising.

Connecting with Statistics: Emotional Advertising's Impact

Supporting our exploration with relevant statistics reinforces the tangible impact of
emotional advertising. Studies show that emotionally charged advertisements are more
likely to be shared on social media, amplifying their reach and impact (Berger & Milkman,
2012). This statistical insight underscores the practical value of emotional storytelling in
driving brand awareness and engagement.

Solving Real-World Problems:

The commercial strategically positions Google Maps as a solution to real-world

problems, aligning with the broader aspirations of the internet and digital products. By
navigating the complexities of Saroo Brierley's quest, the ad communicates that Google

45
Maps is not just another application; it is a tool with the potential to address profound
human challenges.

New Subtopic: Digital Products and Human Aspirations

Expanding on the connection between digital products and human aspirations, we can
explore how the narrative aligns with the fundamental desires of individuals. The quest
for connection, the pursuit of knowledge, and the resilience to overcome challenges are
intrinsic human aspirations. Google Maps, as portrayed in the commercial, becomes an
enabler of these aspirations, seamlessly integrating into the fabric of human experiences.

Descriptive Elements and Imagery: Positioning the Product as a Solution

The subtle integration of Google Maps into the narrative deserves attention. The product
is not forcefully highlighted; instead, it emerges organically as a solution to Saroo's
seemingly insurmountable challenge. The imagery of the digital tool seamlessly blending
with real-world landscapes reinforces the idea that Google Maps is an integral part of the
journey, not a detached technological entity.

Shift in Perspective: From Application to Lifesaver

Shifting our perspective from viewing Google Maps as a digital application to perceiving it
as a lifesaver transforms the narrative. The commercial reframes the role of the product,
emphasizing its significance in pivotal life moments. This shift challenges conventional
advertising norms and encourages marketers to consider how their products can be
positioned as solutions to genuine human needs.

Rhetorical Questions: Addressing Practical Challenges

Considering the practical challenges faced by Saroo Brierley, we can pose rhetorical
questions that prompt reflection on the role of technology in overcoming real-world
obstacles. How can digital products address profound challenges beyond convenience?
What societal issues can technology contribute to solving? By engaging with these
questions, advertisers can explore innovative ways to position their products as tools for
meaningful change.

Personal Experience: Navigating Real-World Challenges

Encouraging viewers to reflect on personal experiences of overcoming challenges with

the help of digital tools adds a layer of relatability. Whether it's navigating unfamiliar
terrain, connecting with loved ones across distances, or seeking information in critical

46
situations, individuals can draw parallels between their own experiences and the
transformative role of digital products in solving real-world problems.

Implications and Applications: Beyond Marketing to Societal Impact

The implications of portraying Google Maps as a problem-solving tool extend beyond

marketing strategies. It prompts advertisers to consider the societal impact of their
products and how they contribute to addressing pressing challenges. This shift from
product-centric advertising to narratives with broader societal implications opens doors to
campaigns that resonate with socially conscious consumers.

Looking Backward: Historical Perspectives on Problem-Solving

To contextualize the idea of digital products solving real-world problems, exploring

historical perspectives on technological advancements is insightful. From the invention of
the printing press to the development of the internet, each technological leap has
addressed specific societal challenges. Understanding this historical context provides a
foundation for advertisers to position their products as contributors to ongoing human
progress.

Connecting with Statistics: The Impact on Consumer Perception

Supporting our exploration with relevant statistics reinforces the narrative's impact on
consumer perception. According to a survey by Edelman (2021), 68% of consumers
believe that brands should play a role in solving societal problems. This statistical insight
underscores the increasing importance of aligning brand narratives with values and
societal impact.

In conclusion, the Google Maps ad featuring Saroo Brierley stands as a testament to the
power of storytelling in advertising. By meticulously crafting a compelling plot, leveraging
emotional resonance, and positioning the product as a solution to real-world challenges,
the commercial transcends conventional advertising norms. It prompts advertisers to
reflect on the evolving landscape of emotional advertising, the broader aspirations of
digital products, and the societal impact of brand narratives. Through a strategic blend of
narrative elements, this ad not only captures attention but also leaves a lasting imprint on
viewers, reinforcing the idea that effective storytelling goes beyond selling products—it
connects with the essence of human experiences.

47
Expanding on the nuanced elements of the Google Maps commercial, which masterfully
blends storytelling, emotional appeal, and strategic product placement, we can delve deeper
into the specific techniques employed to create a powerful narrative. By incorporating detailed
examples, introducing new subtopics, adding descriptive elements, shifting perspectives,
posing rhetorical questions, sharing personal experiences, unpacking implications, and
integrating relevant facts and statistics, we aim to further enrich the analysis of this impactful
advertising strategy.

Emotional Appeal and Real-World Problem Solving:

The commercial's success lies in its adept use of emotional appeal, placing the audience at
the center of a heart-wrenching yet uplifting story. The focus on a real-world problem—Saroo
Brierley's 26-year quest to reunite with his family—serves as a powerful anchor. By exploring
the emotional and problem-solving dimensions, we can uncover the intricate balance that
makes the narrative both compelling and effective.

New Subtopic: Emotional Resonance in Performance

Unpacking the emotional resonance, we discover how the commercial strategically leverages
performance as a storytelling tool. Saroo Brierley's genuine and heartfelt narration, combined
with poignant visuals, creates an emotional connection with the audience. The performance
transcends conventional advertising; it becomes a shared human experience that evokes
empathy and compassion.

Descriptive Elements and Imagery: Crafting Emotional Moments

48
Consider the scenes where Saroo embarks on his journey to find his family using Google
Maps—the sweeping landscapes, the moments of uncertainty, and the eventual reunion. The
descriptive elements and vivid imagery don't just narrate a story; they craft emotional
moments that linger in the viewer's memory. This deliberate crafting of emotional scenes
elevates the commercial beyond mere advertising to a cinematic experience.

Shift in Perspective: From Viewer to Empathizer

Shifting our perspective from being mere viewers to empathizers, we understand that the
emotional appeal is not just about eliciting emotions but fostering a sense of shared
experience. As the audience emotionally invests in Saroo's journey, the commercial
seamlessly integrates Google Maps as a facilitator of these emotional connections. This shift
in perspective transforms the product from a passive tool to an active participant in meaningful
life stories.

Rhetorical Questions: What Drives Emotional Engagement in Advertising?

Reflecting on the emotional engagement elicited by the commercial prompts essential

questions: What specific elements in storytelling drive emotional connection? How can
advertisers authentically tap into human emotions to enhance brand perception? By posing
these questions, advertisers can unravel the psychology behind emotional engagement and
apply these insights to their own campaigns.

Personal Experience: Relating to Emotional Narratives

Encouraging viewers to reflect on personal experiences of connecting with emotionally

resonant narratives adds a layer of relatability. Whether it's recalling moments of joy, sorrow,
or triumph, individuals can draw parallels between their own emotional journeys and the
storytelling techniques employed in the commercial. This personal reflection underscores the
universal power of emotional narratives.

Implications and Applications: Emotional Branding as a Strategy

The implications of employing emotional branding extend beyond individual campaigns.

Advertisers can consider how emotional narratives align with the overarching brand strategy.
By consistently integrating emotional elements into their storytelling, brands can build long-
lasting connections with consumers, fostering brand loyalty and positive associations.

Looking Forward: Evolving Trends in Emotional Advertising

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As we explore the emotional appeal of the Google Maps commercial, it's crucial to anticipate
evolving trends in emotional advertising. With changing consumer preferences and the rise of
authenticity, advertisers may increasingly focus on narratives that evoke genuine emotions.
Examining future trajectories in emotional advertising provides insights into staying relevant in
an ever-evolving landscape.

Connecting with Statistics: The Impact of Emotional Advertising on Brand Loyalty

Supporting our exploration with relevant statistics reinforces the practical impact of emotional
advertising on brand loyalty. According to a study by Harvard Business Review (2016),
emotionally engaged consumers are three times more likely to recommend a product and are
more likely to become long-term customers. This statistical insight underscores the enduring
influence of emotional storytelling in building brand loyalty.

Strategic Product Placement and Minimalist Branding:

The Google Maps commercial adopts a strategic approach to product placement, ensuring
that the brand is introduced subtly to avoid overshadowing the emotional narrative. This
minimalist branding technique, where the product logo is revealed only at the end, enhances
the personal connection with the audience. By delving into the intricacies of this approach, we
can uncover the art of creating a seamless blend between storytelling and brand promotion.

New Subtopic: The Power of Subtle Brand Integration

Exploring the power of subtle brand integration, we recognize that the product is seamlessly
woven into the narrative fabric. Google Maps isn't presented as a standalone entity but as an
organic part of Saroo's quest. This deliberate integration avoids the jarring transition often
associated with overt product placement, creating a cohesive and immersive storytelling
experience.

Descriptive Elements and Imagery: Merging Product and Narrative

Consider the moment when Saroo, armed with his smartphone and Google Maps, embarks on
his journey. The visual depiction seamlessly merges the product with the narrative, creating a
symbiotic relationship. The product becomes a natural extension of the protagonist's quest,
and its use is seamlessly integrated into the storyline. This visual cohesion enhances the
narrative flow and prevents the brand from feeling intrusive.

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Shift in Perspective: From Brand to Tool for Human Connection

Shifting our perspective from viewing Google Maps as a brand to perceiving it as a tool for
human connection transforms the narrative dynamics. The deliberate choice to position the
product as a facilitator of personal journeys reinforces the idea that Google Maps is not just a
digital application—it's a companion in real-world endeavours. This shift challenges traditional
branding paradigms and positions the product as an enabler of meaningful experiences.

Rhetorical Questions: How Can Brands Blend In Without Overshadowing?

Exploring the delicate balance of blending a brand into a narrative prompts essential
questions: How can brands seamlessly integrate into storytelling without overshadowing the
emotional narrative? What design elements contribute to this harmonious blend? By posing
these questions, advertisers can dissect the nuances of minimalist branding and apply these
insights to their own campaigns.

Personal Experience: Recognizing Subtle Branding in Advertising

Encouraging viewers to reflect on personal experiences of recognizing subtle branding in

advertising adds a layer of awareness. Individuals may recall instances where a product
seamlessly became part of a compelling story without feeling forced. This reflection
underscores the effectiveness of minimalist branding in creating memorable and authentic
advertising experiences.

Implications and Applications: Crafting Authentic Brand Experiences

The implications of adopting minimalist branding extend to the crafting of authentic brand
experiences. Advertisers can consider how a product's role in a narrative aligns with the
brand's identity and values. By prioritizing authenticity over overt promotion, brands can create
lasting impressions that resonate with consumers on a personal level.

Looking Backward: Historical Perspectives on Minimalist Branding

To contextualize the minimalist branding approach, exploring historical perspectives on

advertising can be enlightening. Examining how iconic brands subtly integrated their products
into narratives in the past provides insights into timeless techniques. From classic print ads to
early television commercials, the art of minimalist branding has roots in the evolution of
advertising strategies.

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Connecting with Statistics: Consumer Perception of Minimalist Branding

Supporting our exploration with relevant statistics provides insights into consumer perception
of minimalist branding. According to a survey by Nielsen (2020), 55% of consumers are more
likely to trust a brand if they deliver on promises, and minimalist branding contributes to
building that trust. This statistical insight reinforces the importance of authenticity in

crafting brand experiences.

In conclusion, the Google Maps commercial stands as a masterclass in storytelling, emotional

appeal, and minimalist branding. By strategically blending these elements, the ad transcends
traditional advertising norms, creating a narrative that resonates on a deep emotional level. As
advertisers navigate the ever-evolving landscape of consumer preferences, they can draw
inspiration from this commercial's seamless integration of storytelling and brand promotion,
recognizing that authentic narratives have the power to forge enduring connections with
audiences.

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 Chapter V. Conclusion

Precise communication is the key. Precision in communication can open up a whole

new dimension and could create intended hook among prospects.

Essentially, it’s the right use of words that could create all the difference.

If we dig deeper into the psychology of stories and the way they impact us, we will
understand that they have deeply entrenched meanings to it which works at psychological
levels and kind of hijacks the brain.

Appealing to the pleasure centres

The intricate workings of our decision-making processes, primarily driven by the pursuit of
pleasure and avoidance of pain, constitute a fascinating aspect of human behaviour. This
fundamental aspect of our cognition shapes the choices we make, influencing our actions
and reactions in various life scenarios. In this exploration, we will delve into the nuances of
pleasure-seeking tendencies, the concept of pleasure centres, and the potential ramifications
when these pleasure centres are hijacked by specific stimuli.

The passage rightly asserts that our brains are inherently designed to seek pleasure and
avoid pain. This instinctual inclination guides our decision-making in numerous aspects of
life. To elaborate further, consider the joy derived from various facets such as fulfilling work,
a harmonious family life, engaging social media interactions, captivating cinema, delectable
food, fulfilling relationships, and even intimate experiences. Each of these elements
contributes to our overall well-being and satisfaction.

Take, for instance, the decision to commit to a substantial monthly EMI for a home. This
financial commitment is underpinned by the anticipation of the immense joy and fulfilment
associated with having a comfortable and secure living space. Similarly, the decision to
adopt a child expands personal obligations, but the prospect of fostering a happy family
becomes the driving force behind this choice.

Introduce the concept of a pleasure hierarchy, exploring how individuals prioritize different
sources of pleasure based on their personal values and experiences. Delve into research on
how cultural and societal factors shape the hierarchy of pleasure-seeking behaviours.

Picture the scenario of someone deciding to invest in their dream home. The passage could
vividly describe the emotions involved—the excitement of envisioning the ideal living space,
the sense of accomplishment in securing a home, and the anticipated joy of creating lasting
memories within those walls.

Contrast the pleasure-seeking nature of decisions with instances where individuals may
prioritize avoiding pain over seeking pleasure. Consider situations where the fear of financial
instability or the dread of potential challenges in adopting a child may hinder the pursuit of
pleasure.

Pose questions that encourage readers to reflect on their own pleasure-seeking tendencies.
How do individual preferences vary, and why do certain pleasures hold more significance for

53
some than others? Engage readers in an imagined dialogue, exploring differing perspectives
on what constitutes pleasure in decision-making.

Relate a personal experience where a significant decision was driven by the pursuit of
pleasure. This could be a decision related to career, relationships, or lifestyle choices. Share
the emotions and thought processes that shaped the decision.

Explore the broader implications of pleasure-driven decision-making in various life domains.

Discuss how understanding these tendencies can inform decision-making strategies, both at
the individual and societal levels. Consider applications in fields such as psychology,
marketing, and public policy.

Connect pleasure-seeking tendencies to historical and cultural influences. Explore how

societal norms and historical contexts have shaped the prioritization of pleasure throughout
different eras. Speculate on how future societal changes may impact the hierarchy of
pleasure in decision-making.

Support the discussion with relevant data and research findings. Share statistics on
consumer behaviour, illustrating how certain industries thrive on tapping into pleasure-centric
decision-making. Explore psychological studies that delve into the neurological processes
associated with pleasure-seeking behaviours.

By thoroughly investigating the pleasure-seeking nature of decision-making, we unravel a

complex tapestry of human motivations and responses. The interplay between pleasure,
pain, and the choices we make is a dynamic and multifaceted aspect of our cognitive
processes, deserving meticulous exploration and understanding.

Emotions work hand in hand with faith.

The profound connection between emotional resonance, belief, and the transformative power
of faith serves as a cornerstone in shaping our perceptions and actions. Understanding the
dynamics of this interplay not only sheds light on the intricacies of human psychology but
also unveils the potential for driving significant change and impact.

When individuals find themselves resonating emotionally with a brand, person, or concept, it
signifies a deep alignment of values, principles, or ideologies. This emotional resonance
often stems from a genuine connection that goes beyond superficial attributes. To elaborate
further, consider instances where people strongly identify with a brand due to its commitment
to social causes or ethical practices. This emotional bond is built on shared values, creating
a belief in the authenticity and sincerity of the entity.

Take the example of a brand that consistently advocates for environmental sustainability.
Consumers who resonate emotionally with the importance of environmental conservation are
likely to believe in the brand's commitment. Their belief is rooted in the shared value of
environmental responsibility, fostering a strong emotional connection.

Introduce the concept of shared values as a driving force behind emotional resonance.
Explore how brands and individuals can build authentic connections by aligning with the
values that matter most to their audience.

54
Paint a vivid picture of an emotionally resonant moment. Envision a scenario where
individuals, captivated by a brand's commitment to social impact, feel a surge of emotion that
solidifies their belief in the entity's genuine dedication to positive change.

Contrast instances where emotional resonance lacks authenticity, leading to scepticism and
a breakdown of belief. Explore the consequences when entities fail to uphold the values they
purportedly stand for, causing emotional dissonance among their audience.

Engage readers with rhetorical questions that prompt self-reflection. What makes certain
brands or individuals evoke strong emotions? How does the alignment of values contribute
to a sense of belief? Create an imagined dialogue between a consumer and a brand
representative, highlighting the importance of shared values in fostering belief.

Relate a personal experience where emotional resonance with a brand or concept translated
into a profound belief. This could be a story of how a brand's commitment to social justice
inspired a deep-seated belief in its ability to drive positive change.

Moving beyond emotional resonance, the passage introduces the idea that a deep faith in
the power of the product emerges from this emotional connection. Faith, in this context,
signifies a profound belief in the efficacy and positive impact of the entity. This belief
transcends mere emotional connection, evolving into a conviction that the entity possesses
the capability to bring about meaningful change.

Consider a tech company whose innovative products consistently enhance user

experiences. Users who emotionally resonate with the brand's commitment to technological
advancement may develop faith in the company's ability to continuously deliver cutting-edge
solutions.

Explore the transformative journey from emotional resonance to faith. How does a genuine
emotional connection lay the foundation for a robust belief system in the capabilities of a
brand or individual?

Immerse readers in a descriptive depiction of the positive energy generated by faith.

Envision a scenario where individuals, fuelled by unwavering faith in a brand's capacity to
innovate, radiate a sense of optimism and determination.

Present contrasting viewpoints on the role of faith in driving positive outcomes. Explore
instances where blind faith may lead to disappointment, emphasizing the importance of a
balanced and informed belief system.

Pose questions that invite readers to contemplate the nature of faith. How does faith differ
from mere optimism? What role does informed belief play in sustaining positive energy?
Craft an imagined dialogue between a skeptic and a fervent believer, highlighting the
nuances of faith and belief.

Share a personal narrative where faith in a product or concept yielded tangible results. This
could be a story of how unwavering belief in the potential of a startup led to its eventual
success, showcasing the impact of faith in driving positive outcomes.

55
The passage takes a bold stance by asserting that faith in anything, even if it is yet to
become reality, can produce unimaginable results. This powerful declaration invites readers
to explore the transformative potential of unwavering faith and its capacity to shape
outcomes beyond conventional expectations.

Elaboration with Examples:

Highlight instances where individuals or entities defied conventional wisdom and achieved
remarkable success due to unwavering faith. This could include stories of breakthrough
innovations, societal movements, or personal accomplishments fueled by an unshakeable
belief in possibilities.

Introduce the concept of faith as a driving force behind innovation. Explore how pioneers in
various fields often operate on a foundation of unwavering belief in their ideas, pushing the
boundaries of what is deemed possible.

Craft a vivid description of the transformative energy unleashed by faith. Envision a scenario
where a visionary entrepreneur, driven by an unyielding belief in the potential of their
invention, sparks a wave of innovation that transcends existing boundaries.

Shift in Perspective:

Present alternative viewpoints on the role of faith in decision-making and goal setting.
Acknowledge potential pitfalls of blind faith while underscoring the positive impact of
informed belief and calculated risk-taking.

Engage readers with thought-provoking questions about the nature of faith and its
implications. How does faith intersect with resilience in the face of challenges? What role
does calculated risk play in transforming faith into tangible results? Craft an imagined
dialogue between a visionary leader and a sceptic, exploring the dynamics of faith-driven
decision-making.

Draw from personal experiences that exemplify the transformative power of faith. Share
stories of individuals or ventures that defied odds and achieved remarkable success due to
an unwavering belief in their vision or mission.

56
The passage concludes by asserting that faith in a power, even if it is yet to become reality,
can produce unimaginable results. This forward-looking perspective invites readers to
contemplate the limitless potential of faith in shaping future possibilities and driving societal,
technological, and cultural evolution.

Explore historical examples where societal shifts were catalyzed by a collective faith in the
possibility of change. Highlight moments in history when individuals or movements rallied
around a shared belief in a better future, sparking transformative shifts.

Delve into the impact of faith on cultural evolution. How does shared belief in societal
progress influence cultural norms, values, and aspirations? Explore the dynamics of faith as
a driving force behind societal change.

Paint a vivid picture of a future shaped by collective faith in positive transformation. Envision
a society where individuals, driven by shared belief in the potential for progress, collaborate
to overcome challenges and propel humanity forward.

Present contrasting perspectives on the role of faith in shaping the future. Acknowledge
skepticism and caution against blind faith, while emphasizing the transformative potential of
informed, collective belief in a better tomorrow.

Pose questions that prompt readers to envision the future they believe in. How does
collective faith influence the trajectory of societal progress? What role does individual belief
play in shaping a shared vision for the future? Craft an imagined dialogue between
advocates of progress and skeptics, exploring the dynamics of faith in shaping societal
aspirations.

Encourage readers to reflect on their own beliefs about the future. Share personal narratives
or aspirations that exemplify the impact of individual and collective faith in shaping future
possibilities. This could include stories of personal growth, career aspirations, or community
initiatives driven by a shared belief in positive change.

Introduce Related Facts and Statistics:

Support the exploration of faith in shaping future possibilities with relevant facts and
statistics. Present research findings on the psychological and societal impact of collective
belief in progress. Share data on instances where collective faith has led to tangible
advancements in various fields.

57
By expanding on the original content and incorporating these techniques, we transform a
concise exploration of emotional resonance and belief into a comprehensive and nuanced
analysis. This expanded piece delves into the intricate layers of human psychology, the
transformative power of faith, and the potential for collective belief to shape the future.
Through vivid descriptions, thought-provoking questions, personal anecdotes, and supported
by relevant facts and examples, this exploration becomes a rich tapestry that invites readers
to contemplate the profound influence of emotional connection and unwavering belief on
individual and societal trajectories.An article on Biochemistry of Belief published by the
National Center for Biotechnology Information explains the placebo effect by conducting
research. The medical history is full of many reported cases where placebos have been
found to have significant effects in various regions. One such case is that of a woman
suffering from nausea and vomiting. Estimates of the intentions of his weight loss in the
abdomen showed a disturbed pattern similar to the situation he was complaining about. He
was then given a ‘new, magical, powerful medicine’, which, as the doctors announced, would
no doubt cure his nausea. Within minutes, her nausea was gone! A similar stomach test now
reveals a common pattern, in which, in fact, he was given ipecac syrup, something that is
often used to cause nausea! When the syrup was introduced to him, it was paired with a
strong suggestion for the relief of nausea, by an authoritative person, acting as a (command)
message to the brain that triggered an explosion of chemical control responses in the body.
This example surprisingly shows that the placebo effect may be significantly stronger than
the expected drug effect.

In a country like India that thrives on both emotions and beliefs, there are good opportunities
to have the products of engagement in the depths of our heart. Not just by emotions but by
connecting emotions with the belief system. And that's where the power lies.

What product comes to your mind that has taken its toll on belief? And this belief will not
come about by mere communication. It stems from repeated actions to show that belief. He
speaks to any employee from any Tata Group business and they will all talk about culture
first. A culture that promotes honesty and justice. While the terrorist attacks took place in Taj,
all of Tata's workers rose to unprecedented levels of service and fought for their lives.

The most piercing message on environment conservation has come from the Tatas (check
out the link- https://www.youtube.com/watch?v=uzx0Pxb0kTk). Integrity is their stated top
core value.

Patanjali’s phenomenal success is another indication of the power of faith, people’s belief in
the power of Ayurveda and ancient Indian herbs.

However, one is not to confuse faith with blind faith or andha-vishwaas. There are three
essential components of positive faith:

1. Knowledge: You believe in the power of something that you know deeply.
2. Assent: There is strong agreement in this knowledge and one believes that this
knowledge has the power to move.
3. Trust: This is where the emotional linkage comes and mobilises the belief into action.

While brands have achieved emotional resonance as a key success metric, the power of
faith still needs to be tapped.

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The psychology of surprise and how it can help our marketers

Surprises are a natural tool that pleases our minds and can be extremely effectively used in
our daily lives. The human brain is wired in a way that it has a predicted line of motion for
every moment. For example, right now, I am sitting on my couch and writing this note. There
is a certain motion around me. All my colleagues are at their desks, working. The brain has
predicted this momentum to continue with no change barring occasional disruption when
someone has to take a break or when the phone rings. Until lunch time. That is when the
next line of motion will start and the brain will re-align itself to predict the new motion.

Psychologists say, whenever this silent prediction of the brain is broken with an unexpected
event, even if minor, the brain will react.

Animals and humans learn to approach pleasant stimuli and to avoid or defend against
aversive ones. This is a primal instinct. According to C. Daniel Salzman, Dept. of
Neuroscience and Psychiatry, Columbia University, both pleasant and aversive stimuli can
elicit arousal and attention, and their salience or intensity increases when they occur by
surprise.

Which means presenting a stimulus with an element of surprise can lead to a primal arousal
of approach or avoidance.

While marketers use this tool sporadically to please their consumers, there is much more to
be gained through a disciplined and creative use of surprises! If it is intelligently used, a
positive arousal can create a lasting connection with brands. It can also be leveraged to
influence consumers’ behaviour.

But how?

Emotional revolutions, both bad and good, create mental imbalance. This means that one
responds in a hurry and may not follow the foundation. For example, when a mother becomes
very angry with the child, she often hits him, thinking that he should not raise his hands. When
others grieve, they do so in mysterious ways.

Similarly, when people are amazed at the magnitude of the task, they respond in a slightly
different way than they normally would.

In other words, if you can successfully and effectively surprise your customer, you can
influence him. Expecting surprise is a powerful way to move. For non-customers, good
encounters and surprises can make them more interested in knowing about your product than
indifference or scepticism. Not that the brands don’t recognize it. MasterCard's "Priceless
Surprises" campaign, specifically designed to meet their customers on social media, aims to
surprise cardholders when they don't expect it. These spontaneous gifts ranged from small
gifts like cakes from Magnolia Bakery to large ones like concert tickets and VIP celebrity
meetings. So far the #PricelessSurprises campaign has come as a surprise to cardholders,
who enter 25 countries. The app and the website associated with the campaign are used to
display their user-created social content that helps connect with potential cardholders. They
even use it to encourage cardholders to give their friends and family their surprises, expanding
their reach by making each cardholder a sound advocates for the product.

Here is another example of a type of product (Taco Bell) that played an incorrectly in its
advantage and turned the game around. The impressive prank spread rumours in the Alaska

59
Bethel family (population 6,000) that the city would eventually receive their own Taco Bell,
located about four hours from there. These stories, once found to be untrue, left people feeling
sad and confused. Taco Bell jumped to rectify the situation. When word got to headquarters,
Taco Bell, in the final move of PR, took "surprise and joy" to rectify the situation. They flew in
a Taco Bell truck to a town full of 10,000 tacos and entertained the whole city.

While physical surprise was not limited to one small town, the word spread. People have
started linking this product with the one that took care to keep their customers happy.

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 Chapter VI. Recommendations & Limitations

• How to Start a Story?

What we do use in a business setting to start a story is Date and Place. For example,

“In May 2013 in San Francisco…”

Starting a Story with Date and Place signals to the audience that it is a True Story which
is exactly the opposite of the signal we received when we started with Once upon a Time
and Long Long time ago.

• Match the patterns to achieve objective: Storytelling with Pattern matching is a

shortcut to a desired outcome. Human being look for stories that align with their
existing worldview so always look for believers, there is a reason why those who love
chocolate are willing to try the new chocolate ice-cream, those who love fitness are
willing to try a new fitness dance class that the studio just launched

• Storytelling can you see it: Pictures are worth thousand words but how can you
make someone see something without pictures just with the help of your words? One
of the trick is to make people see what I am saying is o Talk about a place that your
audience know how it looks
o E.g. I was standing in emergency ward of the hospital, we were in small
boardroom with 15 people all leaning over each other.

• Making Business Storytelling a part of your company culture: It requires change

in organisation culture which is built on many interlocking sets of goals, processes,
values and practices. o Leadership story- look at the leader. What are the things
the leaders of your company can do to make it part of the company culture? This
could be things like:
▪ Their every communication starts with a Vision Story
▪ Leaders’ role model storytelling with internal and external clients o
Environment story- What are the tools/platforms we are going to use
for embedding storytelling in our daily work. These could be things
like:
▪ Every sales person has a rapport building story as prelude to client
communication
▪ All PowerPoints have inserted story templates
▪ Have a company story repository where stories are collected and
easily accessible
o Accountability story- giving people a reason to continually incorporate
storytelling in their daily work. Reward when done, and correct when not. This
could be things like:
▪ Is being a storyteller a criteria to promote your employees?
▪ If we are not using the already created story PowerPoints, are we held
responsible?

Limitations: Mehrabian law applies in certain circumstances, acknowledging that the

findings may be used only when no additional information is available about the
relationship between the contact and the recipient. Its use is limited to situations in which
the subject expresses attitudes or feelings, and when body language and voice conflict

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with the meaning of the spoken word. Mehrabian did not intend for his formula to be
used in all communications.

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 Chapter VII. References

Pinkerton, S. (2003). Persuasion through the art of storytelling. Nursing Economics, 21(6),
298-9.

Minich, M. (2017). The effects of narrative transportation and character identification on

persuasion in the medium of comics (Order No. 10261244). Available from ProQuest
Dissertations & Theses Global: The Humanities and Social Sciences Collection.
(1917497077)

Chin-Ching, Y., Hung-Chang, C., & Hsieh, Y. (2020). Aligning conflict brand stories with
product types. The Journal of Consumer Marketing, 37(7), 909-919.

Goldsmith, M. (2007, Aug 15). Storytelling and the art of persuasion. Business Week
(Online)

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 Appendix

Left Se Spray, Right Se Wipe | Savlon Spray & Wipe - Dual Action of Cleaning & Disinfection
(https://www.youtube.com/watch?v=D4ezz5LoNIs)
Anouk Bold is Beautiful: Pregnancy doesn't mean the end of the Career
(https://www.youtube.com/watch?v=rz5rAFAvqCs)
Saroo Brierley: Homeward Bound (https://www.youtube.com/watch?v=UXEvZ8B04bE)
Coca-Cola Happiness Machine (https://www.youtube.com/watch?v=lqT_dPApj9U)

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