People stories vs. Thing stories

Talking last week to a good chum who's done some great stuff applying storytelling to brands prompted me to dig out this paper from Alex Mesoudi and the great Robin Dunbar. Download Mesoudi_whiten_dunbar_BJP_2006

Essentially, the learning for you and me in our storytelling activities on behalf of brands, organisations and our own ideas is this: people remember the people details not the thing details.

So use 'em or lose 'em, as the adage goes (and don't get hung up on the fact that people are more interested in each other than in you and your brand/policy).