SP Jain in the News

The Neuromarketing Approach to Storytelling: By Christopher Abraham

 

In the article published in Indian Television, Dr Christopher Abraham, Professor and Head of Campus (Dubai) at SP Jain School of Global Management, talks about the intersection of storytelling and neuromarketing, highlighting how storytelling can be a potent tool for customer retention.

Indian Television Christopher Abraham

The article discusses the scale of persuasion and retention, influenced by storytelling style, medium, and audience characteristics, with examples of successful corporate storytelling campaigns, such as Coca-Cola's "Share a Coke," Apple's "Think Different," Nike's "Just Do It, etc.

“Neuromarketing has shown that there are certain elements of storytelling that are more effective at engaging the brain and eliciting an emotional response. By understanding the science of storytelling and the scale of persuasion and retention, marketers can create stories that are more engaging, memorable, and persuasive,” writes Dr Abraham.

To read the full article, please click here.

 

LATEST NEWS

Role of BBA Graduates in Driving Organisational Excellence by Dr Vaidyanathan Jayaraman
Dr CJ Meadows Explores the Future of Education
Dr Bhanu Ranjan’s Insights on EMBA Roadmap
Blockchain Technology for Sustainable Supply Chain Management: Prof Seetharaman
Dr Shalini Chandra: Building Trust in Virtual Collaborations by Social Presence
Dr Gary Stockport: How to Choose the Right EMBA Program
Dr Vaidyanathan’s key strategies for career growth with a global BBA degree
SP Jain Global's Multi-City Vision: A Conversation with Nitish Jain
A Conversation with Dr Debashis Guha on bridging Artificial Intelligence and Business
EMBA Success Strategies Insights from Dr Gary Stockport