The team at Keen as Mustard was thrilled to lead the ‘Beyond Storytelling’ masterclass for the ESOMAR Academy in October. This is a 5-star rated, specialised training to guide insights professionals through the essentials of creating compelling communications. From irresistible story hooks to impactful design, attendees learnt how to bring a powerful and visceral understanding of the customer to their internal audience. If you missed the training don’t panic – you can sign up to see the recording here: https://esomar.org/tr4in1ng5/beyond-storytelling
Read MoreMarket research industry commentators are increasingly throwing around buzzwords like "story-teller" and "storymaker" in association with brand. In a post-advertising world where engagement with consumers comes more from brand authenticity and personification, than from didactic brand messages, story telling is the new mantra. A recent blog by Added Value outlined how various brands, like Coca-Cola & Revlon, are adopting the "story-telling" approach. Brand story-telling even made headlines in the Entrepreneur in an article published this past April, calling it a booming business. While story-telling is
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