Emotional storytelling has the power not only to capture attention but also to inspire action, deepen customer loyalty, and elevate brand value. In this piece I share some observations as to how emotions can be effectively captured and triggered in marketing communications, and why this strategy is critical for leadership in the modern marketplace.
The Science of Emotions in Decision-Making
Before diving into the “how,” it’s essential to understand the “why.” Numerous studies in behavioural psychology and neuroscience have revealed that emotions, not logic, are the primary drivers of decision-making. While rational arguments and data play a role in justifying decisions, it’s emotions that influence and guide the choices people make. For instance –
- Happiness triggers sharing and brand advocacy.
- Fear or urgency creates a sense of action.
- Nostalgia fosters emotional connection and long-term loyalty.
- Empathy builds trust and positions the brand as relatable.
As senior executives, it’s vital to prioritise emotional resonance over product-centric narratives, ensuring that campaigns connect on a deeper, human level.
Why Emotional Narratives Work: The Role of Storytelling
Human beings are wired for stories. From ancient cave paintings to modern-day Netflix binges, stories are how we understand the world and connect with one another. A well-crafted story allows your audience to see themselves in the narrative, fostering a personal connection with your brand. Some of the key reasons why storytelling works —
- It strengthens memory: I read that cognitive psychologist Jerome Bruner suggests we are 22 times more likely to remember a fact when it has been wrapped in a story. where it was mentioned that people are 22 times more likely to remember a story than a standalone fact
- It builds empathy: Stories allow audiences to live through your characters’ experiences, creating deeper emotional engagement.
- It humanises brands: In a world that’s increasingly automated, storytelling provides a personal touch that builds trust.
Great brands such as Apple, Nike, Dove and many more, are always in pursuit to dive deeper into the art of emotional storytelling by creating narratives that don’t just sell products but also inspire movements and provoke thought.
Capturing Emotions in Marketing Narratives
For C-Suite leaders seeking to embed emotions into their marketing strategies, here are some actionable steps to consider–
- Understand Your Audience’s Emotional Triggers
Every audience has unique emotional needs and desires. By leveraging data-driven insights (from tools like customer surveys, social media sentiment analysis, and focus groups), you can identify the emotions that resonate most with your target audience. For instance:
- Millennials might respond to themes of empowerment and authenticity.
- Gen Z might gravitate toward inclusivity and purpose-driven campaigns.
- Baby Boomers may connect with nostalgia and tradition.
Action Step: Map emotions to customer personas. Ask, “What keeps our audience awake at night? What inspires them? What makes them smile?”
- Craft Relatable Characters and Scenarios
Relatability is the cornerstone of emotional storytelling. When the audience sees themselves mirrored in your narrative, their engagement deepens. For instance, Dove’s “Real Beauty” campaign resonated globally because it reframed beauty standards and featured everyday women, not supermodels. Similarly, Nike’s “Dream Crazy” campaign with Colin Kaepernick sparked conversations about social justice while championing the value of courage.Action Step: Create personas or characters in your campaigns that reflect the hopes, struggles, or aspirations of your target audience.
- Evoke Specific Emotions Through Visuals and Words
The art of emotional storytelling lies not just in the story itself but in how it’s told. Every element of your marketing communication—be it visuals, music, tone, or language—should amplify the intended emotion.
- Visuals: Use colours and imagery that evoke specific feelings. For instance, warm tones (like red and orange) may better evoke energy and excitement, while cool tones (like blue and green) inspire trust and calmness.
- Language: Choose words that evoke sensory experiences. For example, instead of saying, “Our product is effective,” say, “Feel the difference with every touch.”
- Music: Music is a universal emotional trigger. A poignant melody or upbeat rhythm can reinforce the mood of your narrative. Think of the the background scores of any movie that left a mark on your mind and you will know what I am trying to say.
Action Step: Collaborate with creative teams to ensure every sensory element aligns with the core emotion you want to evoke.
- Create Tension and Resolution
Emotions are heightened when there’s a sense of tension or conflict. The most compelling narratives often follow a three-act structure:
- The Setup: Introduce a relatable problem or challenge.
- The Conflict: Highlight the stakes or obstacles.
- The Resolution: Showcase how your brand provides the solution or transformation.
For example, Airbnb’s campaigns often showcase travellers overcoming barriers to feel “at home” in new and diverse locations. This narrative builds tension around the unfamiliar and resolves it with belonging. Action Step: Try ensure every marketing narrative incorporates a clear arc with certain level of tension and resolution.
- Align Emotions with Your Brand Purpose
While capturing emotions is important, they must align with your brand’s core purpose and values. Consistency is key—your emotional narratives should reinforce what your brand stands for. For instance —
- Patagonia consistently triggers emotions around environmental sustainability.
- Coca-Cola evokes happiness and togetherness.
- Tesla inspires innovation and progress.
Action Step: Conduct a brand audit to ensure all emotional narratives align with your company’s mission, vision, and values.
Triggering Emotional Responses in Campaigns
Once you’ve captured emotions in your narratives, the next step is triggering an emotional response in your audience. This is where CTAs come into play. Emotional CTAs could be far more powerful than generic ones. Think —
- Instead of “Buy Now,” say, “Bring joy home today.”
- Instead of “Learn More,” maybe say, “Discover happiness”
Pro Tip: Pair CTAs with urgency or exclusivity to amplify the emotional impact. But of course, I am not talking about google ads here.
Reflection
As a C-Suite leader, you’re not just managing teams and strategies—you’re shaping your brand’s legacy., lead with empathy, tell stories that resonate, and watch as your brand transforms from a business into a movement. And in today’s world, that’s the ultimate competitive advantage.
The views and opinions published here belong to the author and do not necessarily reflect the views and opinions of the publisher.
Extending beyond academia; Ankoor has been honoured with the "CIRCLE OF EXCELLENCE 2024" award by Passion Vista and recognized as the "MAN OF EXCELLENCE, 2024" by the prestigious Indian Achievers' Award. Additionally, he received the "LEADER 2.0 AWARD, 2023" from adgully and was named a "DIGITAL KAIZEN LEADER by DigiAdCon 2024”, Dr. Dasguupta's contributions to the field of marketing are widely acclaimed, marking him as an inspiring thought leader in his domain. Ankoor is also a member of IMA India’s CMO Forum.
Most recently Dr. Dasguupta has been selected and felicitated with the national level award -Dr. A.P.J Abdul Kalam Inspiration Award 2024 in the category Youth Icon of the Year.
Dr. Dasguupta is a key member of the esteemed International CMO Council and keeps delivering lectures at top Business Schools and also colleges at University of Delhi. As an industry expert, Ankoor has also been a member of the interview panel at MICA for their PGP Group Exercise & Personal Interview PI process for PGDM-C/PGDM selection for two consecutive years. Dr. Dasguupta is also on the Advisory Board of the Marketing Department at ISBR Business School, Bangalore. Recognized by DMA Asia as a marketing Ace, Dr. Dasguupta is a LinkedIn Top Voice, advocate of social impact, driven by kaizen, Ankoor believes in the power of Energy and Energize
Dr. Ankoor is practicing his PCC (Level 2) coaching from the gold standard International Coaching Federation [ICF]. He is a people's person and has worked across functions in senior leadership positions in marketing, advertising, media & communication with a pedigree of 24 years and ongoing exciting journey. Trained from Dale Carnegie in Mentoring to Develop Talent, Ankoor is a marketing practitioner, a coach, a knowledge manager, a team builder, a thought-leader, an avid writer with close to 100 published articles / interviews and is a Thought Leader. Dr.Ankoor wears the hat of a CMO as well. His leisure pursuits are reading, effective listening and percussion. Follow Dr. Ankoor Dasguupta on LinkedIn| https://www.linkedin.com/in/ankoordasguupta/
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