Stories are ultimately the best way for us to communicate information. It’s been proven time and time again that we’re wired to absorb information better and retain it longer via stories than any other format, whether we look at religious parables, Aesops’ Fables, fairy tales. Brand origin/purpose stories, such as Apple’s “1984” mission statement, Dell’s garage start up or Chanel’s recent video campaign (http://www.youtube.com/watch?v=2G88zqPxJ00) are sticky stories that persist in the public imagination and get shared a lot more often than brand benefits because they entertain and humanize brands with a set of values and attitudes that inspire.
In 2011, Emma Coats (former Pixar story artist) tweeted this series of laws. DilnoIgnacio (http://dinoignacio.imgur.com/) then created a beautiful presentation of it using stills from Pixar.
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