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Aesop Cadbury Apple

Apple and Cadbury still top brands for storytelling


By Ishbel Macleod | PR and social media consultant

July 14, 2014 | 2 min read

Apple and Cadbury have been named the top brands for storytelling for the second year running, according to research by creative agency Aesop alongside OnePoll.

The 2014 Brand Storytelling Report, which identifies the UK’s top storytelling brands from the views of 2000 UK shoppers, sees McDonald’s move up to third place, followed by Ikea and Walkers.

M&S, Kellogg’s, Heinz and Fairy drop out of the top ten, with Virgin Media, YouTube and Macmillan all new entries.

Ed Woodcock, director of narrative at Aesop Agency, said: “This last year seems to be the year that brand storytelling joined the mainstream. With significant attention paid to it at Cannes this year, marketers are waking up to storytelling’s unique ability to engage and make an emotional connection with audiences in an age when they are fully in control.

"It’s given us all the more reason to commission this year’s research, allowing us to keep track of which brands score well against storytelling criteria. There are some surprising stories to be told...”

The study asked Brits to identify brands against nine storytelling elements, such as most likely to discuss with other people, and most authentic and believable brand.

Aesop Cadbury Apple

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Aesop - A creative agency powered by narrative thinking 

A lot of agencies talk about storytelling. And, at face value, it’s what all advertising agencies are doing. But for us storytelling isn’t an outcome, it’s a process.

Stories are the most powerful form of communication. They shape people; they shape culture. The most powerful stories have a clear underlying narrative structure, with a conflict at their very heart.

We use narrative thinking to unlock powerful creative strategies that create impact for brands in culture. Impact that turns your brand into a commercial success story.

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