| dc.description.abstract | Until this research was conducted, there has not existed a comprehensive list describing the components of a compelling story. Previous research in relation to storytelling has lacked the exhaustive nature of the research included in this report but instead focused on four, siloed areas for consideration. Research for this study was conducted through consolidation of both secondary and primary sources. Secondary sources focused on current studies of storytelling in reference to: the core principles of storytelling, psychological appeal to an audience, ability to create an active relationship between story and audience, and its appeal to branding. This secondary research was consolidated into 6 comprehensive categories that outline the components of compelling storytelling and was tested against professional use in a variety of storytelling-inclusive fields. The categories were then adjusted based on industry feedback and tested in case-study format against a highly regarded storytelling marketing campaign. The case-study performed validates the legitimacy of the identified categories which are now available for use to any marketer or storyteller attempting to apply compelling storytelling to their mission and message. | |
