We all love a good story - but why?

Because a compelling story follows a simple structure that has worked for thousands of years. Even Shakespeare used it and arranged his plays in five acts following the path around Freytag’s Pyramid illustrated below:

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Here’s the science bit: research has shown that great storytelling can evoke a strong neurological response. Our brains produce a range of hormones in response to different parts of a story: a stress hormone during tense moments, a feel-good hormone when the 'cute factor' is introduced, and another following, "and they lived happily ever after...." that leaves us feeling hopeful and optimistic.

Storytelling and experiential marketing are an explosive match because when the emotions evoked from a powerful story are mixed with a relevant experience, it’s marketing dynamite!

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