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

How Indian B-Schools Are Shaping Graduates for a Tech-Driven World
Future Trends in Global Strategic Finance Education
Bloomberg Businessweek ranks SP Jain Among Top 10 B-Schools in Asia-Pacific
Benefits of an International MBA
How Indian institutions are setting new standards in global education
Emerging Opportunities in Logistics & Supply Chain
Importance of International Experience in Today's Job Market by Dr Arindam Banerjee
The Rise of Auli Lifestyle: An alum’s journey to Shark Tank success
Honouring Exceptional Achievements at the Inaugural Alumni Awards 2024
Role of BBA Graduates in Driving Organisational Excellence by Dr Vaidyanathan Jayaraman