The Irresistible Power of Storytelling as a Strategic Business Tool

December 14, 2015   |   by Chris Kalaboukis

A two-year analysis of 108 Super Bowl commercials has revealed that it was the structure of the content -- not the content itself -- that was the biggest predictor of its success. And the structure that was most linked to Superbowl ad success? Stories. This Harvard Business Review article elaborates on why storytelling is such a powerful communication tool.

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