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Semelhante a Sarah Walker
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Sarah Walker
- 1. How neuroscience helps brands tell better stories Sarah Walker VP, Neuroscience Innovation Millward Brown
- 2. ? ? ?
- 3. How we How we think about measure communications communications
- 4. +
- 5. &
- 7. How we How we think about measure communications communications
- 9. Engage people Emotional journey Stories Deliver messages Build associations
- 10. But…the brand has to have a role in the story
- 11. Many different roles can work – providing they are well executed ‘HERO’ Positivity Not more appealing More appealing Negativity Problem set-up ‘ENABLER’ ‘LEAD CHARACTER’ Resolution ‘REWARD’
- 12. The brand needs to be credible in the story
- 13. With no narrative arc it is hard to generate any reactions ‘JOY’ Smile Frown Surprise Disgust
- 14. Stories help brands engage people and overcome their indifference Neuroscience can help brands better understand the stories they tell