Harnessing powerful storytelling

Date of publication: September 15, 2020


Storytelling can conjure up magical imagery. In research, our challenge is bringing a method behind the magic. Sports can bring out the best in storytelling: drama is built-in; everyone can identify with the main characters. But not all storytelling is created equal. We wanted to test the theory that measuring storytelling effectiveness could directly influence business growth. We designed a new framework in the process establishing a new method for brands to evaluate storytelling effectiveness.

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