Prepared by:

Md. Ibtihaz Shayok, Roll no. 03

Mushfiqur Rahman, Roll no. 25
MBA 59D
STEP 2: PEOPLE NOTICE ONLY THE NEW AND MAKE A
GUESS

Telling stories with packaging, words, advertising

Telling simple stories that can be understood easily

Creating emotional want

“If you want to tell a great story, you need to
know about the brain that’s going to hear
the story”

“Ideas are worthless without a place to live”

HOW OUR BRAIN WORKS:

Look for a difference

Look for a causation

Use our prediction machine

Rely on cognitive dissonance

STEP 3: FIRST IMPRESSION STARTS THE STORY

YOU DON’T GET MUCH TIME TO TELL A STORY

Snap judgments are incredibly powerful.

One of the ways people support snap judgments is by

telling other people.

You never know which input is going to generate the

first impression that matters.

Authentic organizations and people are far more likely

to discover that the story they wish to tell is heard and
believed and repeated
STEP 4: GREAT MARKETERS TELL STORIES WE BELIEVE

Telling stories in an internet world

Stories let us lie to ourselves.

And those lies satisfy our desires.

IBM’s Watson:

“Every 6 hours, one person

will die from Melanoma in
Australia.”
IBM’s Watson:

- Detected Melanoma with 31% more accuracy than naked eyes.

- Over a single weekend, more than 800 people were helped, with 22% being referred for
a follow-up appointment.

- With Watson, IBM succeeded in proving itself as not only a first-rate tech brand, but one
that actively cares about the health of its consumers.
“Storytelling works when
the story actually makes the
product or service better.”
THE DOVE REAL BEAUTY SKETCHES CAMPAIGN:

- Helping women develop a positive relationship with their

appearance and its own marketing efforts.

- It was the most viewed viral ad campaign of 2013 with nearly 135
million views.

- Focused on Dove’s values, Used real people, Created an emotional

connection and Had a clear, consistent message.

- Dove has seen sales jump from $2.5 billion to over $4 billion.
Thank You