Storytelling Increases Perceived Value

Narratives beat standard descriptions

Storytelling is a staple for marketing and branding alike—but how much of an impact can it have on consumers? Advertising/marketing agency Hill Holiday recently conducted a study to answer that question. The results found that perceived value increases when products were paired with a narrative rather than a standard description, between 5-11% in some cases. "Stories move not only people, but they also move product,” said Ilya Vedrashko, SVP and Director of Research at Hill Holliday's consumer research arm, Origin. To see the study’s results in an Infographic, read the full article. (Adweek, 1.16.17)