What storytelling aspect matters most in crowded markets?

Jesse Johnson

VP, Marketing · Chili'S

Empathy

Jesse Johnson says he prioritizes starting from empathy, getting into the consumer's mindset, because it might yield new insights and something that resonates more with the audience.

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Bridget Evans

Global Head of Business Marketing · Spotify

Emotion

Bridget Evans says the emotion point is so important, citing Effie's System1 research that sound-on audio lifted emotional response, brand associations and reduced price sensitivity.

The answer starts at 8:07.

Peter Giorgi

SVP of Brand Marketing, Partnerships and Creative Excellence · Rocket

Emotional Storytelling

Peter Giorgi says he prioritizes emotional storytelling, because viewers are smart and pay attention to work that is emotional, clear, singular and beautiful.

The answer starts at 22:44.

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Kate Rundell

Board Member · Association Of National Advertisers

Emotional Connection

Kate Rundell says she prioritizes emotional connection—having customers connect emotionally to the story arc—because that emotional insight is what creates memorability and drives results.

Katie Miserany

CCO & Global Head of Marketing · SurveyMonkey

Authenticity

Katie Miserany says she prioritizes authenticity in storytelling, urging marketers to pick stories around what they can authentically connect with and champion, because she thinks those companies will stand out.

The answer starts at 37:41.

Paul Roehrig

Chief Strategy and Marketing Officer · Ascendion

Human-Centric Storytelling

Paul Roehrig points to human-centric storytelling, saying campaigns that land in the zeitgeist are human-centric and AI may help but won't supply the human spark that must be maintained.

Lucinda Barlow

Senior Director, Head of International Marketing (APAC, EMEA, Latin America) · Uber

Dramatic Tension

Lucinda Barlow says she prioritizes dramatic tension in storytelling, because it embeds messages in memory for long-term behavior change and humans are wired for the tension between the new and familiar.

Lara Hood Balazs

Chief Marketing Officer and Executive Vice President, Global Marketing · Adobe

Empathy

Lara Hood Balazs cites empathy, saying it breeds trust because you fall in love with your customer's problems, not the solutions, and should map back to resonating with the customer.