Yesterday I posted Always Lead with Your Story. Today, with thanks to Dan Heath and Shawn of Anecdote, I discover that the latest Brandweek reports on a research study that concludes stories work better than product positioning in advertisements.
One such pattern was that a campaign like Budweiser’s iconic “Wassup” registered more powerfully with consumers than Miller Lite low-carb ads that essentially just said, “We’re better than the other guys.” Why? Because Bud told a story about friends connected by a special greeting.
And that brings me to the following quotation, from Robert McAfee Brown:
“Storytelling is the most powerful way to put ideas into the world today.“