Storytelling for action: Why brands need to tell a complete story

by Peter Minnium
The sole predictive factor for the success of Super Bowl ads is the degree to which they tell a complete story. So concluded marketing professors Keith Quesenberry and Michael Coolsen, based on their two-year study published in the “Journal of Marketing Theory and Practice.” While this is a reassuring affirmation of the power of narrative in a marketing setting, it begs the ...Read the full article

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