Whilst brand storytelling is certainly alive and well, and increasingly being used by brands as a marketing activity, a Google search quickly reveals how many different definitions there are on the subject.
We therefore commissioned this in-depth research to gain a better understanding of what brand storytelling means from a consumer's perspective.
In particular we wanted to find out what stories consumers want to see, how well brands tell stories and how storytelling impacts behaviour.
We found that the best stories tend to come from regular people who have engaged with the brand and are willing to share their experiences with the world.
The findings also made it clear that customer advocacy should be at the core of all content marketing and storytelling campaigns.
This 20 page report covers responses to ten questions together with demographic breakdowns, providing a wealth of insights including the following: