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Integrated Brand Communications
Focuses on branding and the role of communication methods such as advertising, events, sponsorships, content marketing and social media.
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The science behind storytelling

The science behind storytelling | Integrated Brand Communications | Scoop.it

Emotionally engaging stories affect more areas of the brain than rational, data-driven messages – meaning that they are far more likely to resonate with your employees. Jenny Nabben explains the neuroscience behind this, and how you can use it to showcase the benefits of storytelling.    

 

Across every culture, in every part of the world, humans have told stories to understand, share and recall knowledge.

While our ancestors sat around the camp fire listening to the tribal storyteller, we now sit in cinemas, theaters or in front of TVs, computers and mobile phones to share the stories of our lives. In fact, the universal nature of storytelling may explain our shared, evolved human psyche.

 

One of the brain’s unique design features is its ability to recognize patterns so that we can quickly predict what is most likely to happen next. Over the centuries we have used narrative story structure as the most elegant way to communicate our messages, passions, vision and who we are.

 

Our appetite for storytelling is voracious; since the invention of the Gutenberg printing press in around 1440, humans have so far written around 129,864,880 books, and while each book is unique we can group them into common themes. Christopher Booker, in his book The Seven Basic Plots, suggests that there are seven ‘core’ plots that comprise the most commonly recognizable narrative structures. These are, a journey taken and the return; overcoming challenges; making our way in the world; a quest; comedy; tragedy; and rebirth.

 

Russ Merz, Ph.D.'s insight:

An interesting article about the #neuroscience of #storytelling. The implications for #brand communication and #advertising are also discussed.

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Mark Minelli's curator insight, July 15, 2014 8:03 AM

Another interesting take on why stories work.

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Neuromarketing Web Design: 15 Ways to Connect With Visitors Brains

Neuromarketing Web Design: 15 Ways to Connect With Visitors Brains | Integrated Brand Communications | Scoop.it

It’s a fancy sounding word, isn’t it? It’s closely related to some even fancier terms like behavioral economics, persuasion research and social psychology. Here’s a quick definition.

 

Neuromarketing (noun) : The science of using cognitive biases to influence the decision making process of consumers in marketing.


In web design, the goal of neuromarketing is to increase conversion rates and the percentage of visitors who take action by using specific cognitive biases in the design and content of the website.

 

Here is a list of 15 neuromarketing tactics that any website can use. Each is based on a specific bias. Most of these are simple, subtle, and very common if you know where to look. Every marketing website should be using at least a few of these tactics.

Russ Merz, Ph.D.'s insight:

A good set of guidelines based on neuromarketing concepts that brands might want to consider in their website design decisions. It would be interesting to know how the use of them affects #SEO results.

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How Package Designers Use Science to Influence Your Subconscious Mind

How Package Designers Use Science to Influence Your Subconscious Mind | Integrated Brand Communications | Scoop.it

How do you sell shoppers on duck, a product that’s served in many restaurants but that many people do not feel comfortable cooking at home?

 

That was the challenge for U.K.-based design consultancy Elmwood after packaged-foods maker Gressingham Foods asked it to recast its brand identity as premium but accessible.

 

Elmwood uses biomotive triggers in its designs, arguing that certain graphic elements conjure instinctive responses from consumers. A cusp shape (think a shark fin or horns) conveys fear or caution, while curves represent softness and comfort. Elmwood’s clients also include Walmart, Schweppes, and Saucy Fish Co.

 

While neuromarketing is gaining favor (it’s also the topic of a Starcom MediaVest Group/TED event at Cannes Lions this year), most marketing efforts still forgo the subconscious in favor of targeting the rational mind.

Russ Merz, Ph.D.'s insight:

While reading this article, it seemed like I was back in grad school learning about Ernst Dichter the guru of the #motivationresearch and his theories about subconscious motivation. Is the past being repeated again?

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Michael Allenberg's curator insight, June 19, 2014 8:21 AM

Persuasive design & User Experience is NOT limited to digital life and interface interactions...

Tim Smith's curator insight, June 19, 2014 9:48 AM

Package designers are similar to copywriters.  Understanding the mind and how we are influenced is a key component to selling.

Mike Donahue's curator insight, June 19, 2014 10:13 AM

Insightful article that offers more evidence of the value and importance of go straight for emotional responses from the user.