The Advertising Research Foundation (or, more appropriately, ARF) has just come out with a study in conjunction with the American Association of Advertising Agencies that telling an effective story in the midst of your ad campaign is what really grabs the attention of the consumers.
My question, and maybe this is out of bounds, is who in world paid for this study? Or why wasn’t this study conducted at least 100 years ago (as a preemptive halt to anyone who may reply “Then why didn’t you?” I honestly assumed something like this MUST have been done at this point, and of course never bothered to check for reasons in this email). Ok, I get you might need numbers behind some things, but this is the most timeless, and most obvious, conclusion you could every make. Anthropologically, what’s lasted the longest? Stories, myths, anecdotes. What do they tell you do when you go into an interview that will really show them who you are and why they want you? Tell a story. What makes good movies? A story. What makes a bad movie? No story.
ARF and AAAA “hypothesize” further that the emotions of the consumer get truly entwined with the brand when a story is used, and we all know when emotions get entwined, sales occur. Oh, but don’t forget that your story needs to portray you brand in a positive light. So if you were thinking of telling a story about how the suspension in your car is so good that you couldn’t even tell that you had run over your daughter’s new cat, ARF says that might not be the way to go!
I’m sure there were some very valuable things that came out of this study, but there just may be insights that don’t need to be entirely back-up by numbers. I’ll leave you to read the whole thing. Until then, I’ll keep doing what I was doing before, since nothing has changed.