(C) Jakub Hlavat
This was the title for a talk I went to at the ICA last week, about the human instinct towards storytelling and how we react to stories when we’re overwhelmed by narratives. And these days, stories are all around us.
Individuals, brands, politics and organisations use stories to construct, distract, disrupt, persuade and position. Why? Because everyone loves a good story! It’s one of the ways we make sense of the world and our place in it. Stories capture our imagination. They elicit an emotional response. Stories can literally make us believe.
But how do you tell a good story if you’re creating it for a brand or a cause?