Apple, Cadbury and Walkers voted top storytelling brands by Aesop poll

Ed Woodcock, strategy director and co-founder of Aesop, said: “This study looks at brands through the lens of ‘narrative’ and its constituent parts. The questions are designed to find out which well-known brands demonstrate a ‘heroic’ sense of who they are, what they stand for, (and by implication what they’re up against), and what their ultimate purpose is. When these elements come together consistently over time, consumers are more likely to figure that a brand has a great story.”

Cadbury was voted second, followed by Walkers, Coca-Cola and McDonalds.

The research found that Apple, Cadbury and Tesco are the brands we are most likely to discuss with other people, while Cadbury was identified as the UK’s most authentic and believable brand.

Woodcock added: “People relate to characters in a story. Every story needs a protagonist and likewise every brand story. Brands need character for people to relate to them. In most cases, the brand is the hero of its own story, and its personality comes through in the tone of voice of its communications. But a spokesperson or character can also help this process of personification, which explains why KFC (the Colonel) and Jack Daniels (they eponymous) have scored well in the study. Quite simply, when it comes to this question it’s easier to relate to a person than an abstract identity.”

A separate study to identify the top media storytelling brands will be published in October 2013.