Storytelling In The Digital Media Age
By Dr. Carl Marci
I often get asked why a Harvard neuropsychiatrist spends so much time talking about emotions and the brain in front of media and marketing research experts. The answer is that we live in an increasingly competitive world, and relying on what consumers tell us is incomplete, and in many cases just plain inaccurate.
Brand managers must understand how consumers engage on an emotional level in order to accurately predict whether their advertising or any other media content will truly resonate.
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