“They [someone easily dismissed as boring] are someone who has grown into an attentive, self-aware listener and a reliable correspondent of their own mind and heart, and who can thereby give us faithful accounts of the pathos, drama, and strangeness of being them…The gift of being interesting is neither exclusive nor reliant on exceptional talent; it requires only honesty and focus.“
Alain de Botton (2020), The School of Life: An Emotional Education
Stories have always been an essential part of how people connect with each other. Whether it’s a tale told around a campfire, a lesson from a religious story, or a memory shared at a funeral, stories have a special way of touching us, shaping how we see things, and inspiring us to act.
In a campaign, stories are at the heart of the message. They guide the theme and key statements, making sure everything else connects back to them.
But why do stories stick with us so much? It’s because of how our brains are wired and what makes us human at our core.
Our brain on stories: Why we click with narratives
Stories activate more than just the language part of our brains—they also tap into the areas that deal with our senses and emotions. Researchers call this neural coupling, which happens when the storyteller’s brain activity syncs with their audience’s, creating a kind of shared experience. This connection builds understanding and trust.
Consider the narrating voices of park rangers supported by the National Park Foundation who safeguard our nation’s special places and shares their stories with more than 300 million visitors every year. Or imagine the sounds in the surgical ward at Nicklaus Children’s Hospital in Miami: beeping machines, serious conversations, PA announcements, and the laughter of children. When we hear these kinds of stories, our brains act as if we’re there, imagining the sights, sounds, and emotions. This makes stories more powerful than facts or data alone—they stick with us in a deeper, more personal way. What resonates more with donors is not the dollars raised but the lives impacted. The Nicklaus Children’s Hospital Foundation helped construct a state-of-the-art surgical tower, but what happens inside that building – the lives touched – is really resonates with their community.
An example of this is Apple’s 2013 ad “Misunderstood“. Instead of focusing on the product, it told a heartfelt holiday story about a boy’s thoughtful creativity and the connections he made. It appealed to the viewers’ emotions, inviting them to feel the story rather than just think about it – possibly even conjuring up personal memories of a similar vein. That emotional pull created a stronger connection with the brand and made the message more memorable.
Empathy: The cornerstone of memorable messaging
Empathy-driven storytelling triggers the brain’s “feel-good” hormone, oxytocin, which helps build trust and emotional connections. Stories about common struggles and triumphs create bonds that transcend transactions. The key, though, is authenticity – trying to manipulate or exaggerate a story can backfire, breaking trust that’s hard to earn back.
Empathy does more than connect; it makes people feel seen and heard. A good story reflects the audience’s emotions and dreams, creating a sense of community and belonging. For brands, this means stepping out of the spotlight and positioning supporters as the true heroes. Take Nike’s “One Day We Won’t Need This Day” campaign, for example. It celebrates International Women’s Day by highlighting the role of women in breaking barriers, with Nike playing the part of a supportive guide rather than the main star in this movement.
When stories are rooted in empathy, they invite people to be part of the journey instead of just watching from the sidelines. This active connection builds stronger relationships and makes the brand’s message hit closer to home.
Simplicity and relatability: The keys to stickiness
Our brains are wired for simplicity. We understand complex ideas better when they’re told through stories that break things down into relatable pieces. The best stories use clear language and familiar patterns but mix in surprises to keep things interesting. For example, structures like the hero’s journey feel familiar, while unexpected twists in this common story template grab attention and keep people engaged.
Relatable stories also create a sense of shared experience. When people see themselves in a story, it feels like their story too. This connection doesn’t just keep them interested – it builds loyalty and turns them into advocates.
A great example is Google’s Search On series from 2018. It shared real stories about how people use Google Search to tackle personal challenges and reach meaningful goals. From a farmer learning sustainable methods to a young person exploring their cultural roots, the stories were told in the first person, featuring everyday people from all walks of life. These universal, emotional stories highlighted Google as a helpful and empowering tool, building trust and creating a strong emotional bond with its users.
Data alone isn’t enough
Data and statistics can give us context, but they don’t usually spark the emotions needed to inspire action. That’s where storytelling comes in. Combining data with a relatable story makes the facts more human, memorable, and meaningful. Stories bring numbers to life, turning them into something people can connect with.
A great example is Always’s #LikeAGirl campaign from 2014. Research showed that girls’ self-confidence drops sharply during puberty, partly because phrases like “like a girl” are often used pejoratively, implying weakness or failure.
To challenge this, Always created a video showing older people acting out what they thought it meant to do things “like a girl”—running, throwing, or fighting in exaggerated, uncoordinated ways. Then it showed younger girls doing those same actions with confidence and skill. These personal stories helped the data hit home.
The campaign went viral, sparking conversations about gender stereotypes and empowering women and girls. It showed how pairing data with a heartfelt story can inspire change and build loyalty to a brand.
Looking ahead: crafting and activating stories
The stories your brand shares can turn a passive audience into active supporters. When your message is honest, empathetic, and built on what makes stories memorable, it sticks with people. That lasting impression can inspire loyal, long-term support.
Special thanks to collaborators Tom Osborne, Chad Paris, Gray Gill, and Kailee Kwiecien.
