The Art of Storytelling

Hypothesis: In today’s instant media world the art of good storytelling has been lost.

As with all countries consumers are facing a deluge of communications and “buy me” messages. With the movement to the always ON world of self-selection media and self-generation media, we are interested in how marketers and advertisers are using (or not using) brand storytelling to lead or support their advertising and communications.

• How are New Zealanders making sense of stories in today’s instant media world?
• Is storytelling even more important?
• Does storytelling influence consumer’s behaviour?

You can download the full presentation below

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Or if you are looking for something quick, below is an overview of the findings.

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Alternatively you can watch the full video below or chose to watch a segment if you are short on time!