Here at All Good Tales, we believe that great stories always deliver more — more sales, more donations, more funding, and more media coverage. Brand Storytelling is key to success for any communications, marketing and PR Professional. Telling a good story is essential to any form of communication. People build relationships with companies based on positive stories and experiences.
With people now honing the craft of brand storytelling, we picked out some of the best storytelling TED Talks/ TEDx Talks we could find:
David JP Phillips — ‘The Magic Science of Storytelling’
“You don’t have to be a bearded old man in front of a fireplace with a dark voice in order to be a great storyteller.”
David JP Phillips is an international speaker, author and coach in Modern Presentation Skills. He bases his training and materials on biology and neuroscience resulting in motivational speeches that are hands-on and create interactive content. In this talk, David explains why storytelling is such a powerful tool, and how the use of a story can make something gain monetary value.
With the help of his own stories, David induces the release of three chosen neurotransmitters. The release of these neurotransmitters has knock-on effects such as better focus, motivation and remembering things in a better way. David attempts to teach us how to evoke these neurotransmitters using the power of storytelling evoking an emotional response in an audience.
Andrew Stanton — ‘The Clues to a Great Story’
“The audience actually wants to work for their meal. They just don’t want to know that they’re doing that. That’s your job as a storyteller, to hide the fact that you’re making them work for their meal.”
Andrew Stanton is an Oscar-winning director, animator, screenwriter and producer. He has brought us films such as Toy Story, Finding Nemo and Monster’s Inc. Stanton explains how engagement and connection are two key elements in storytelling. An audience must engage with the content, and connect with the characters and storyline in order to stay entertained. Andrew also reveals many tips for his “secret sauce” for success.
Nancy Duarte — ‘Uncovering the Structure of the Greatest Communicators’
“There’s something kind of magical about a story structure that makes it so that when it’s assembled it can be ingested and recalled by the person who’s receiving it.”
Nancy Duarte is CEO of Duarte, an organisation that focuses on presentations and shaping ideas. She is also a writer and graphic designer. Nancy discusses how she believes that powerful presentations have the ability to change the world when communicated effectively with ideas. In order for a powerful presentation to become effective, these ideas must be outlined in a certain way and that’s through stories.
Nancy compares Martin Luther King’s ‘I had a Dream‘ speech with Steve Jobs’ 2007 speech launching the iPhone. She reveals that both these speeches stirred emotion within the audience as well as the idea of hope and wonder. The skill of evoking emotion, both positive and negative, is one that is developed by all of the world’s best communicators.