1. The psychology of stories Sarah Walker Global Neuroscience Practice Director Millward Brown

2. Using tools from neuroscience and psychology to improve our understanding of brands and advertising Neuroscience @ AIM: 3. 6000+ Projects 200+ Clients 60+ Markets 4. Storytelling Everybodys talking about 5. The default: Lets all talk about me 6. Stories can help brands engage people and overcome their indifference But most of us are indifferent towards brands so telling your own story may not help much! 7. Your brand doesnt have to be the to SHINE STAR 8. Great advertising creates change for brands Changing the brand associations that feed a decision Changing the criteria for a decision 9. Stories are powerful tools for creating change By creating emotional journeys By building brand cues and associations By making information more compelling By telling us how and when to use brands 10. Stories can: create emotional journeys 11. Stories can: create emotional journeys ?Which one is A: B: 12. Stories can: build brand cues and associations 13. Availability heuristic Stories can: build brand cues and associations Memory cues 14. Stories can: make information more compelling 15. Fluency heuristic Stories can: make information more compelling 16. Stories can: create the script for how and when to use the brand 17. Stories can: tell you how and when to use the brand Similarity heuristic 18. But: the brand cant just be tagged on the end like a sponsor 19. ENABLER REWARD It needs a role theres no single answer 20. CHARACTER HERO It needs a role theres no single answer 21. But the role your brand is playing must be credible for people 22. The moral? Credible Relevant Worth listening to Stories can be powerful tools to change brand image But only if they are: