Broadsword hosted its first B.Inspired event of 2025, a sold-out gathering of Shoreditch House events, marketing and communications experts.
Broadsword Strategy Director Matt welcomed guests by sharing their own brand stories. Since 2006, we have helped global businesses create meaningful event experiences.
Keynote speaker Kevin Chesters provided an insightful session on the science behind storytelling. Why is the basis of human connection and why storytelling is the most powerful tool for creating event experiences that resonate deeply and promote action.
The origins of storytelling
Chester traced storytelling to its evolutionary roots and showed how the human brain longed for a story satisfaction, how to understand things, find meaning, and predict outcomes. He cited storytelling as the reason why humans have risen to the pinnacle of the food chain and why the most successful brands use this innate psychology to acquire minds, minds and markets.
Most human beings are storytelling, and stories can be seen throughout history, from “Jesus to John Lewis” to “emoji.” The rules of storytelling have not been changed, it’s just the technology that provides it. What began as one and a few around the campfires look like thousands to millions at the event, thanks to films and social media.
Will B2B marketers become storytellers?
He then explained that every ad, presentation, film or brief you wrote is an opportunity to tell a story.
Chester explained: “Storytelling can be seen as fantasy, but if you get it right, it’s central to affecting people who remember more than 22 times more stories than facts.”
He added: “As you may be thinking, business-to-business decisions are emotionally driven by the risks of decision-making. Money is emotional, and as humans, we often lead with emotion before logic.”
With viewers being hit by content every day, getting through the noise requires stories that involve, inspire and persuade principles that apply to brand activation, city hall and corporate communications.
Learn the art of storytelling
Kevin’s research reveals that good storytellers simplify, differentiate, and create emotional resonances. He explained that these principles also apply to live experiences where, from stage design to speaker distribution, should contribute to the brand’s story that is engaging at every moment.
Source link
