What storytelling technique creates lasting impact in marketing?

Peter Giorgi

SVP of Brand Marketing, Partnerships and Creative Excellence · Rocket

Emotional Storytelling

Peter Giorgi says creative thought through to make emotion matters more, since people spend too little on great creative and too much on just putting it out.

The answer starts at 24:11.

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Kate Rundell

Board Member · Association Of National Advertisers

Emotional Story Arc

Kate Rundell says the emotional story arc is what matters, arguing that customers should emotionally connect to the story arc because that emotional insight is what creates memorability and drives it.

The answer starts at 20:24.

Michael Ungaro

Owner

Customer Storytelling

Michael Ungaro says letting customers tell their own stories is great marketing because it's not coached or prodded and it connects with viewers.

Paul Roehrig

Chief Strategy and Marketing Officer · Ascendion

Emotional Resonance

Paul Roehrig says the story comes down to an emotional resonance with the people you're trying to engage, since it hinges on human interpretation.

Tom Ruwitch

Storytelling Standout - Biz Growth Strategist / Guide · Story Power Marketing

Empathy‑Driven Storytelling

Tom Ruwitch says great storytelling should show empathy and reflect the prospect's emotional journey, not the marketer's own story, because it's about the prospect.

Lucinda Barlow

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

Dramatic Tension

Lucinda Barlow says dramatic tension is the storytelling technique, because long-term behavior change requires embedding memories, which she says requires tension between the new and the familiar.