“People are more open to new ideas if their minds are already in story-mode.” (Judd Labarthe)

For us as strategists who build brand spaces, storytelling is a natural part of coming up with a concept. When we tell stories, we control people’s perceptions and brand experiences. The great thing about a good story is that it can make anything emotionally accessible, no matter how complex it may be. A good story is compelling. It makes you hungry for more and sticks in your memory.