The power of storytelling: How to create narratives that move audiences to action

Martiña Gago
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Martiña Gago: SVP and Head of Content Strategy, Citi Personal Banking and Wealth Management, USA

Journal of Brand Strategy, 2025, vol. 14, issue 1, 6-14

Abstract: In today’s crowded content landscape, storytelling has emerged as a potent tool for businesses, organisations and individuals to genuinely connect with audiences and inspire trust. This paper explores the cognitive foundations that make stories so memorable and impactful for the human brain. It examines real-world examples that demonstrate the power of storytelling for achieving goals such as fundraising, brand building and driving behaviour change. Content strategy is both a science and an art, blending the scientific principles of data analysis and user experience with the creative artistry of storytelling and design. As we delve into the science behind the art of storytelling, we must start with the cognitive foundations that make stories so memorable and impactful for the human brain. This paper outlines a comprehensive six-step framework for crafting compelling narratives that audiences find authentic, relatable and engaging: a) prioritise truth, b) ground narratives in audience research and insights, c) tap into universal human emotions and experiences, d) adapt the storytelling approach for different channels and content formats, e) plan your campaign for the right stage and f) provide clear value for the audience. It also delves into the emerging role of generative artificial intelligence (AI) in enhancing various facets of the storytelling process, from ideation and content creation to audience targeting and measurement. The human element remains indispensable for key ingredients of effective storytelling such as creativity, empathy and cultural understanding. The intent is that readers will gain actionable guidelines on leveraging the art of storytelling to communicate their message more effectively, connect with their audience in a meaningful way and ultimately drive the desired outcomes. Readers will also understand best practises for thoughtfully integrating AI technologies to augment, rather than replace, human storytelling capabilities.

Keywords: branding; storytelling; content strategy; research; insights; audience; emotional connection; brand personality; brand voice; engagement; deepening; acquisition (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2025
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