Apparently, we are 22 times more likely to remember information when it’s delivered in a the context of a story. We don’t quite know where that number came from, but we know that there is a 1969 study of students at Stamford who were tested on their ability memorise a list of 12 words. Half the group studied the list for 2 minutes, the other half were instructed to use the same amount of time to create a narrative – a story – that contained all the words.

When the students were tested on their recall, 93% of the students who had created a story remembered the words, while only 13% of those who has simply tried to memorise the list could.

So it seems that building a story around ideas, facts of words made it around 7 times as memorable as the list alone.

So now apply that to your business and brand messaging. Imagine how more engaging your content could be and how deep your customer engagement could be if you applied a narrative overlay.

Get in touch to hear more about how brand story can improve your business.