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.